Academic Journal of Business & Management, 2024, 6(11); doi: 10.25236/AJBM.2024.061122.
Gang Zhang
Beijing Novartis Pharmaceutical Co., LTD., Changping, Beijing, 102200, China
Big data, a concept that stems from the need to process and analyze massive and continuously growing data resources, is characterized by core features such as high speed, diversity, high volume, and low value density. In the field of marketing, the definition and characteristics of big data imply that companies can collect and analyze information about consumer behavior, preferences, and feedback from a variety of sources, such as social media, online shopping records, and geolocation data. This in-depth mining and intelligent application of data enables companies to understand market dynamics and consumer needs more accurately, and thus develop more effective marketing strategies. The article takes the importance of enterprise marketing strategy innovation in the era of big data as the entry point, analyzes the problems in enterprise marketing in the era of big data, and discusses the enterprise marketing strategy innovation measures in the era of big data for related personnel's reference.
big data era; enterprise marketing; strategic innovation
Gang Zhang. Exploring the enterprise marketing strategy innovation in the era of big data. Academic Journal of Business & Management (2024) Vol. 6, Issue 11: 152-157. https://doi.org/10.25236/AJBM.2024.061122.
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