数字经济背景下中小企业市场营销数字化转型研究  

Research on the digital transformation of marketing for small and medium enterprises in the background of digital economy

作　　者：郭献山 Guo Xianshan(School of Economics and Management,Jiangsu Jianxiong Vocational and Technical College,Taicang 215400,China)

机构地区：[1]江苏健雄职业技术学院经济管理学院,江苏太仓215400

出　　处：《江苏科技信息》2023年第36期50-53,共4页Jiangsu Science and Technology Information

摘　　要：数字时代市场营销相比传统市场营销更加精准、互动性更强、数据分析更准确、个性化营销更强大,并且拥有更多的营销渠道选择。文章研究表明,中小企业需要结合自身特点,并正确认识自身在进行数字化营销转型时可能会面临的挑战,寻找可以突破困境的有效方法。具体包括:充分利用各种数字化渠道优势突破自身技术和资源限制,充分依托自身特色在竞争中脱颖而出,建立数字化的营销组织,重构营销流程,通过多种渠道吸引高水平数字营销人才。Compared to traditional marketing,marketing in the digital era is more precise,interactive,accurate in data analysis,and more powerful in personalized marketing.It also has more marketing channel choices.Small and medium-sized enterprises need to combine their own characteristics and have a correct understanding of the challenges they may face when transitioning to digital marketing,in order to find effective ways to overcome difficulties.Specifically,it includes fully utilizing the advantages of various digital channels to break through their own technology and resource limitations,fully relying on their own characteristics to stand out in competition,establishing digital marketing organizations to restructure marketing processes,and attracting high-level digital marketing talents through various channels.

关 键 词：数字时代 中小企业数字营销 数字化渠道 数字化营销组织 数字营销人才 

分 类 号：F426.82[经济管理—产业经济] F49F274