Author(s)

Ling Miao ¹

Affiliation(s)

¹ College of business administration, Jiangxi University of Finance and Economics, Fenglin West Street, Changbei Economic and Technological Development Zone, Nanchang City, Jiangxi Province, China

Corresponding Author

Ling Miao

ABSTRACT

In today's society, with the rapid development of Internet technology, we are faced with a veritable avalanche of different data. This effectively symbolizes the advent of the big data era. What new opportunities and challenges can this availability of information bring to our lives? How will the formulation of marketing strategies of related enterprises be affected and changed at the advent of this new era? In today's fast-growing Internet environment, how to entice enterprises to make rational use of the advantages available in big data, and how to guide enterprises to formulate and plan important marketing strategies are just two of the various practical problems that all entrepreneurs should be considering. This paper will focus on analyzing the actual impact of massive data and information on an enterprise's marketing strategy. At the same time, we should also put forward the optimal thinking with regard to guiding marketing strategies of enterprises through big data, according to the actual situation of those enterprises. The main purpose of this study is to actually help the relevant enterprises improve their ability to formulate marketing strategies in this new era of big data, At the same time, enterprises should learn to use big data as a means to influence and create the new advantages and driving forces that are conducive to enterprise development.

KEYWORDS

Marketing strategy, market, enterprises, big data

CITE THIS PAPER

Ling Miao. Influence of Big Data Technology on Enterprise Marketing Strategy. Industrial Engineering and Innovation Management (2021) 4: 55-60. DOI: http://dx.doi.org/10.23977/ieim.2021.040209.

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