数字经济背景下企业大数据营销的功能价值、主要模式与发展方向探究  

On the Functional Value,Main Models,and Future Development of Big Data Marketing of Enterprises under in the Context of Digital Economy

作　　者：刘嘉昊 陈前利[1] 王钦育 LIU Jiahao;CHEN Qiani;WANG Qinyu(College of Public Administration,Xinjiang Agricultural University,Urumqi,Xinjiang 830052)

机构地区：[1]新疆农业大学公共管理学院,新疆乌鲁木齐830052

出　　处：《中国商论》2025年第4期9-13,共5页China Journal of Commerce

摘　　要：商业数字化是数字经济时代的显著特征和必然选择,涉及全场景覆盖、全链条联通、线上线下一体化等众多要素。作为实现企业全面数字化的有效途径,大数据营销依托数据管理技术应运而生,基于对消费市场的具象洞察,深挖存量经济,把握流量导向,拓展增量渠道,助力塑造全新业界生态。通过分析大数据在企业营销中的现实应用,总结大数据营销的功能价值,并梳理出关联推荐、交互定向、动态调整与瞬时倍增等主要模式,进而探讨未来数据市场化趋势下场景营销、微信营销及精准营销的主流发展方向,以期为大数据营销相关理论研究和实践探索提供参考。Business digitization represents a prominent characteristic and a necessary strategic response in the era of digital economy,involving many elements such as full scenario coverage,full chain connectivity,and the integration of online and offline interactions.Big data marketing has emerged as an effective way to achieve comprehensive digitalization of enterprises,leveraging advancements in data management technology.This approach draws on concrete insights into the consumer behavior to thoroughly explore the existing economy,optimize traffic orientation,expand incremental channels,and contribute to shaping a brand-new industry ecosystem.This paper analyzes the practical application of big data in enterprise marketing,summarizes the functional value of big data marketing,and delineates the main models of associative recommendation,interactive targeting,dynamic adjustment,and instantaneous multiplication.Moreover,it explores the mainstream development directions of scenario marketing,WeChat marketing,and precision marketing in light of evolving trends of data marketization in the future.Ultimately,it aims to provide valuable insights for theoretical research and practical applications within the realm of big data marketing.

关 键 词：数字经济 大数据营销 数据市场化 价值洞察 营销变革 

分 类 号：F063.2[经济管理—政治经济学]