数字经济背景下制造企业市场营销思路创新研究

Research on the Innovation of Marketing Ideas of Manufacturing Enterprises in the Context of Digital Economy

摘要: 数字经济背景下，消费者行为呈现数字化、网络化和社交化趋势，传统的市场营销策略已逐渐难以满足现代市场的需求，制造企业需要顺应时代的发展趋势，需要不断创新市场营销思路以适应新的竞争环境、不断更新营销策略和方法，从传统的实体营销转向网络营销，采用结合“线上 + 线下”的营销模式。基于此，本文先阐述数字经济对市场和消费者行为的影响，分析在数字经济背景下当前制造企业市场营销存在的不足，从而提出制造企业营销创新思路，以期促进制造企业数字营销策略创新。

Abstract: In the context of the digital economy, consumer behavior presents a trend of digitalization, networking and socialization, and the traditional marketing strategy has gradually been difficult to meet the needs of the modern market, manufacturing enterprises need to conform to the development trend of the times, and need to constantly innovate marketing ideas to adapt to the new competitive environment, constantly update marketing strategies and methods, from traditional physical marketing to network marketing, and adopt a marketing model that combines “online + offline”. Based on this, this paper first expounds the impact of the digital economy on the market and consumer behavior, analyzes the shortcomings of the current marketing of manufacturing enterprises in the context of the digital economy, and puts forward the marketing innovation ideas of manufacturing enterprises, in order to promote the innovation of digital marketing strategies of manufacturing enterprises.