Analysis of Enterprise Marketing Innovation Level and Path Based on Big Data Perspective
- DOI
- 10.2991/icemse-19.2019.130How to use a DOI?
- Keywords
- big data, marketing, analysis, innovation
- Abstract
This paper aims to help companies explore the level of marketing innovation in the era of big data and build a path for marketing innovation from a big data perspective. With the advent of the Internet and the era of big data, many data technologies have been applied and promoted. In this context, enterprises will not only face the opportunity of development but also face more intense market competition. Therefore, in order to improve the efficiency and effectiveness of marketing activities, companies need to carry out marketing innovation. The article analyzes the marketing innovation path from the three levels of concept layer, technology layer and application layer, puts forward the idea of changing marketing concept, perfecting technical support and applying new marketing method and expounds the innovation of enterprise marketing based on the perspective of big data.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yiqiang Han PY - 2019/09 DA - 2019/09 TI - Analysis of Enterprise Marketing Innovation Level and Path Based on Big Data Perspective BT - Proceedings of the 2019 3rd International Conference on Education, Management Science and Economics (ICEMSE 2019) PB - Atlantis Press SP - 563 EP - 567 SN - 2352-5428 UR - https://doi.org/10.2991/icemse-19.2019.130 DO - 10.2991/icemse-19.2019.130 ID - Han2019/09 ER -