摘要
随着信息技术的迅猛发展，数字化转型已成为企业适应市场变化、提升竞争力的重要战略手段。本研究旨在探讨数字化转型对企业市场营销策略的影响，通过分析其在目标客户定位、产品创新、渠道优化及品牌传播等方面的变革作用，揭示数字化技术如何重塑传统营销模式。研究采用混合研究方法，结合问卷调查与深度访谈，选取了来自不同行业的50家企业作为样本，系统收集并分析了数字化转型过程中营销策略调整的相关数据。结果显示，数字化转型显著提升了企业的市场响应能力，推动了个性化营销和精准营销的发展，并促使企业更加注重数据驱动决策和用户体验优化。此外，研究发现数字化工具的应用不仅降低了营销成本，还增强了品牌与消费者的互动效果。本研究的创新点在于从多维度解析数字化转型对营销策略的具体影响机制，并提出了适用于不同类型企业的营销转型框架。这一研究成果为企业制定数字化营销战略提供了理论支持与实践指导，同时为相关领域的进一步研究奠定了基础。
关键词：数字化转型；市场营销策略；个性化营销；数据驱动决策；用户体验优化
Abstract
With the rapid development of information technology, digital transformation has become a crucial strategic approach for enterprises to adapt to market changes and enhance competitiveness. This study investigates the impact of digital transformation on corporate marketing strategies by analyzing its transformative roles in target customer positioning, product innovation, channel optimization, and brand communication, thereby revealing how digital technologies reshape traditional marketing models. A mixed-methods research approach was employed, combining questionnaire surveys with in-depth interviews, and a sample of 50 companies from various industries was selected to systematically collect and analyze data related to marketing strategy adjustments during the process of digital transformation. The findings indicate that digital transformation significantly improves enterprises' market responsiveness, drives the development of personalized and precise marketing, and encourages greater emphasis on data-driven decision-making and user experience optimization. Additionally, it was found that the application of digital tools not only reduces marketing costs but also enhances the interaction effects between brands and consumers. The novelty of this study lies in its multidimensional analysis of the specific mechanisms through which digital transformation affects marketing strategies, as well as the proposal of a marketing transformation fr amework applicable to enterprises of different types. This research provides theoretical support and practical guidance for enterprises in formulating digital marketing strategies and lays a foundation for further studies in relevant fields.
Keywords：Digital Transformation; Marketing Strategy; Personalized Marketing; Data-Driven Decision Making; User Experience Optimization
目 录
摘要 I
Abstract II
一、绪论 1
(一) 数字化转型的背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 2
二、数字化转型对企业市场定位的影响 2
(一) 数字化工具在市场细分中的应用 2
(二) 数据驱动的精准目标客户识别 3
(三) 数字化背景下企业定位策略调整 3
三、数字化转型对营销渠道优化的作用 4
(一) 传统营销渠道的数字化改造 4
(二) 社交媒体与电商渠道整合策略 4
(三) 数据分析支持的多渠道协同管理 5
四、数字化转型驱动的营销创新实践 5
(一) 个性化营销的技术实现路径 6
(二) 内容营销在数字化环境下的演变 6
(三) 数字化时代的品牌传播新方式 7
结 论 8
参考文献 9
