互联网背景下企业营销创新策略研究综述  

Summary of Research on Enterprise Marketing Innovation Strategies under the Background of the Internet

作　　者：李洁 LI Jie(School of Management and Economics,Kunming University of Technology,Kunming,Yunnan 650500)

机构地区：[1]昆明理工大学管理与经济学院,云南昆明650500

出　　处：《江苏商论》2024年第2期19-22,共4页Jiangsu Commercial Forum

摘　　要：随着经济与互联网技术的蓬勃发展,人们的消费水平和思想观念也发生了极大的改变,传统的营销策略与手段正面临着极大的风险和威胁。在当前互联网背景下,企业营销策略呈现出营销主体去中心化、营销对象精准化、营销手段品牌化的特点。与此同时,企业在内容营销深度和传播媒介利用程度方面仍存在不足。基于此,本文提出:企业需要积极调整营销理念,通过深度挖掘品牌文化价值、提供个性化内容、提高互动性等方式实现营销模式创新,提高市场竞争力,进而推动企业的不断发展。With the vigorous development of the economy and internet technology,people's consumption levels and ideological concepts have also undergone significant changes,and traditional marketing strategies and methods are facing great risks and threats.In the current context of the Internet,corporate marketing strategies exhibit the characteristics of decentralization of marketing entities,precision of marketing objects,and branding of marketing methods.At the same time,there are still shortcomings in the depth of content marketing and the degree of utilization of communication media among enterprises.Based on this,this article proposes that enterprises need to actively adjust their marketing concepts,innovate their marketing models by deeply exploring brand cultural value,providing personalized content,and improving interactivity,thereby improving market competitiveness and promoting the continuous development of enterprises.

关 键 词：互联网 企业 营销创新策略 

分 类 号：F71[经济管理—产业经济]