基于数据驱动决策的品牌营销策略研究综述与展望
A Review and Prospect of Brand Marketing Strategies Based on Data-Driven Decision Making
摘要: 随着信息技术的发展和互联网的普及，大量的数据被不断产生和积累。消费行为的数据化、数据技术的进步、竞争压力的增加和个性化需求的兴起等因素推动品牌营销者更加注重数据和分析的应用，以更好地了解市场、消费者和竞争对手，从而制定更有效的品牌营销策略。本文整理了近年来基于数据驱动决策的品牌营销领域的相关理论和实际应用。通过分析已经实践的数据驱动型企业发现，无针对性和被动式的品牌营销方式难以适应现代企业的发展需求，尤其是在基于互联网相关行业，面对新的机遇和挑战，企业应充分利用数据挖掘技术评估和设计品牌的营销策略。
Abstract: With the development of information technology and the widespread adoption of the internet, vast amounts of data are continuously generated and accumulated. Factors such as the datafication of consumer behavior, advancements in data technology, increased competitive pressure, and the rise of personalized demands have driven brand marketers to place greater emphasis on the application of data and analytics. This enables them to better understand the market, consumers, and competitors, thereby formulating more effective brand marketing strategies. This paper reviews the relevant theories and practical applications in the field of data-driven decision-making in brand marketing in recent years. By analyzing data-driven enterprises that have already been implemented, it is evident that non-targeted and passive brand marketing approaches are insufficient to meet the developmental needs of modern enterprises, particularly in internet-related industries. Faced with new opportunities and challenges, enterprises should fully leverage data mining technologies to evaluate and design brand marketing strategies.
文章引用：张学师. 基于数据驱动决策的品牌营销策略研究综述与展望[J]. 电子商务评论, 2025, 14(3): 967-976. https://doi.org/10.12677/ecl.2025.143787

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