数字化背景下多行业网络营销创新策略研究文献综述

A Literature Review on Innovative Online Marketing Strategies across Multiple Industries in the Digital Context

摘要: 数字经济时代下，各行业营销模式变革加速，网络营销成企业拓展市场关键路径。本文基于19篇核心文献，覆盖13个行业，以4C、整合营销传播等理论为支撑，分析多行业网络营销现状——线上渠道普及、技术初步渗透但行业成熟度不均，梳理出人才技术短缺、品牌渠道不畅等共性痛点，进而分类提出农产品电商、传统企业、跨境电商等领域的核心策略。研究指出当前存在跨行业对比匮乏、部分行业研究不深等问题，未来需强化跨行业分析、深化细分领域研究，关注新兴技术应用与长效机制构建，为理论完善及企业数字化转型提供支持。

Abstract: In the era of the digital economy, the transformation of marketing models across various industries has accelerated, with online marketing emerging as a critical pathway for enterprises to expand their markets. Based on 19 core literatures covering 13 industries, and supported by theories such as the 4C framework and Integrated Marketing Communications (IMC), this paper analyzes the current status of online marketing across multiple sectors—characterized by the popularization of online channels, initial technological penetration, and uneven industrial maturity. It identifies common pain points including shortages of talents and technologies, as well as obstacles in brand building and channel development, and further proposes targeted core strategies for fields such as agricultural product e-commerce, traditional enterprises, and cross-border e-commerce. The study points out existing limitations such as the lack of cross-industry comparisons and insufficient in-depth research on certain sectors. Future research should strengthen cross-industry analysis, deepen investigations into segmented fields, focus on the application of emerging technologies and the construction of long-term mechanisms, thereby providing support for theoretical improvement and enterprises’ digital transformation.