企业数字化营销的演进脉络、运行逻辑、现实困境与优化策略——基于电商分化时代的视角  

Evolution,Operation Logic,Practical Dilemma and Optimization Strategy of Enterprise Digital Marketing——From the Perspective of E-commerce Differentiation Era

作　　者：张芬芬[1] ZHANG Fen-fen(Department of Economics and Management,Jiyuan Vocational and Technical College,Jiyuan Henan 459000,China)

机构地区：[1]济源职业技术学院经济管理系,河南济源459000

出　　处：《天津中德应用技术大学学报》2023年第1期57-63,共7页Journal of Tianjin Sino-German University of Applied Sciences

基　　金：国家社会科学基金一般项目“移动互联网环境下基于场景营销的O2O商务用户采纳研究”(17BGL201)的研究成果。

摘　　要：通过深入分析企业数字化营销的演进脉络发现,营销重心从“货”向“人”转变,营销过程去“粗”取“精”发展,营销手段由“表”及“里”深入,营销动力化“整”为“零”穿插。在此基础上,归纳出企业数字化营销的运行逻辑:采集端构建营销用户信息池,触达端锚定营销市场靶向标,运营端融入营销主体利益链,优化端打出营销策略组合拳。针对当前企业数字化营销所面临的营销方式单一、营销工具分散、营销链条断裂、营销平台复杂等现实困境,提出以下对策,即:强化开源,多渠道触达营销用户;提高整合,全方位归集信息数据;加强重构,组合式推进多链合一;加大创新,通过大数据获取客户流量。Through an in-depth analysis of the evolution of enterprise digital marketing,it is suggested that the focus of marketing has changed from "goods" to "people",the marketing process from "coarse" to "fine",and marketing methods from "outside" to "inside". In the meanwhile,the marketing dynamics has shifted from being a whole into fragmentary parts. Based on the above analysis,the operation logic of enterprise digital marketing is summarized as follows:build a marketing user information pool at the collection end;anchor the marketing target at the reach end;integrate into the main interest chain of marketing;develop marketing strategies in a combination. Finally,in view of the realistic dilemma faced by the current digital marketing of enterprises,such as single marketing method,scattered marketing tools,broken marketing chain,and complex marketing platforms,the following countermeasures are put forward:strengthen open source and reach marketing users through multiple channels;improve integration and collect information and data in an all-round way;strengthen reconstruction and promote multi-chain integration in a combined manner;enhance innovation and obtain customer traffic through big data.

关 键 词：电商分化时代 企业 数字化营销 营销链条 大数据 

分 类 号：F274[经济管理—企业管理]