数字化赋能工业品营销的路径研究

Research on the Path of Digital Empowerment in Industrial Product Marketing

摘要: 在产业数字化转型纵深推进背景下，工业品营销难以直接套用消费品数字化模式，面临技术适配、数据安全、人才短缺与流程融合等挑战。本文采用技术应用分析、逻辑演绎与实际场景融合相结合的研究方法，探索数字化赋能工业品电商与网络营销的有效路径。研究发现，通过电商平台功能定制化开发、网络营销数据治理体系构建、复合型人才培育及营销与业务流程深度耦合，可破解现有困境。数字化赋能并非技术叠加，而是工业品营销系统的重构，核心在于以技术与营销深度融合提升供需匹配效率、优化客户价值挖掘，为企业提升市场竞争力提供支撑。

Abstract: Against the backdrop of deepening industrial digital transformation, industrial product marketing cannot directly adopt consumer goods’ digital models, facing challenges such as technological adaptation, data security, talent shortages, and process integration. This study employs a research methodology combining technical application analysis, logical deduction, and real-world scenario integration to explore effective pathways for digital empowerment in industrial e-commerce and online marketing. The findings reveal that existing challenges can be addressed through customized development of e-commerce platform functionalities, establishment of a digital marketing data governance system, cultivation of interdisciplinary talent, and deep integration of marketing with business processes. Digital empowerment is not merely technical accumulation but a systemic restructuring of industrial product marketing. The core lies in enhancing supply-demand matching efficiency and optimizing customer value extraction through deep integration of technology and marketing, thereby providing support for enterprises to strengthen their market competitiveness.