数字经济下制造企业实施差异性营销策略研究  

Research on implementing differentiated marketing strategies for manufacturing enterprises in the digital economy

作　　者：王晓莲 Wang Xiaolian(Shanghai Lingqiao Environmental Protection Equipment Factory Co.,Ltd.,Shanghai,200137)

机构地区：[1]上海市凌桥环保设备厂有限公司,上海200137

出　　处：《市场周刊》2025年第6期100-103,共4页Market Weekly

摘　　要：在数字经济时代背景下,各种先进技术的发展和应用,为企业产品创新和结构调整注入了新的动能,为制造企业发展带来了全新机遇的同时,也对内部经营管理模式提出了新的挑战。在这一背景下,制造企业要积极创新营销模式,采取差异性营销策略,实现企业产品的精准投放,提高营销有效性和客户满意度,为企业创造更多经济效益。文章阐述了数字经济下制造企业实施差异化营销策略的意义,结合具体工作中存在的问题提出优化策略。In the context of the digital economy era,the development and application of various advanced technologies have injected new momentum into product innovation and structural adjustment of enterprises,bringing new opportunities for the development of manufacturing enterprises,but also posing new challenges to internal management models.In this context,manufacturing enterprises should actively innovate their marketing models,adopt differentiated marketing strategies,achieve precise product delivery,improve marketing effectiveness and customer satisfaction,and create more economic benefits for the enterprise.This article briefly explains the significance of implementing differentiated marketing strategies in manufacturing enterprises under the digital economy,and proposes optimization strategies based on the problems existing in specific work.

关 键 词：数字经济 制造企业 差异化营销策略 实施策略 

分 类 号：F274[经济管理—企业管理] F425[经济管理—国民经济]