Author(s)

Zhengpeng Li ¹

Affiliation(s)

¹ Hangzhou Dunen Medical Laboratory Co., Ltd, Hangzhou, Zhejiang, 310012, China

Corresponding Author

Zhengpeng Li

ABSTRACT

This article mainly discusses how enterprises innovate marketing strategies in the context of the era of Big Data (BD). Through in-depth analysis of the impact of BD on enterprise marketing environment, this article discusses the application status of BD in the formulation and implementation of marketing strategy. This article elaborates the role of BD in market segmentation, target market selection, product positioning and marketing mix innovation. It is found that the application of BD technology can significantly improve the accuracy and efficiency of enterprise marketing, help enterprises to better meet the individual needs of consumers and enhance market competitiveness. However, enterprises are also facing challenges such as data acquisition, data analysis and talent shortage in the implementation process. In order to overcome these challenges, enterprises must build a sound data governance system to ensure the safe, accurate and compliant use of data; Futhermore, it is also crucial to strengthen internal cooperation, cultivate BD talents and establish an innovative culture. Through the implementation of these measures, enterprises can make full use of the advantages of BD technology and promote the innovation and development of marketing strategy.

KEYWORDS

Marketing strategy; Big data technology; Data governance system; Innovative culture

CITE THIS PAPER

Zhengpeng Li, Enterprise Marketing Strategy Innovation Based on the Background of Big Data Era. Information Systems and Economics (2025) Vol. 6: 52-56. DOI: http://dx.doi.org/10.23977/infse.2025.060108.

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