电商企业信息化与网络营销协同机制及价值提升研究

Research on the Collaborative Mechanism and Value Promotion of Informatization and Online Marketing in E-Commerce Enterprises

摘要: 随着数字经济的深入发展，电商企业在数字化转型进程中，电商运营、企业信息化系统与网络营销活动间的协同不足问题日益凸显，制约了数据价值释放与整体绩效提升。现有研究多从技术应用或营销策略等单一视角展开，缺乏对多要素协同机制的系统性探讨。基于此，本文引入线上生态协同视角，整合协同理论与价值链理论，构建电商企业信息化与网络营销融合的分析框架。采用规范研究方法，从技术、策略与组织三个层面深入剖析融合过程中的关键问题及其形成机理，进而提出分层推进的融合路径。研究表明，通过构建统一的数据底座、以用户旅程为核心优化营销策略，并辅以跨部门协同的组织保障，能够有效打破数据孤岛与策略脱节，实现资源配置效率与市场响应能力的同步提升。本文的研究为电商企业推进数字化协同转型提供了系统性理论解释和具有可操作性的实践参考。

Abstract: With the deepening development of the digital economy, e-commerce companies have gradually exposed insufficient coordination among e-commerce operations, enterprise information systems, and online marketing activities during the process of digital transformation, which restricts the release of data value and overall performance improvement. Existing research mostly analyzes from a single perspective such as technology application or marketing strategy, lacking systematic exploration of multi-factor coordination mechanisms. Based on this, this paper introduces an online ecosystem coordination perspective, integrates coordination theory and value chain theory to construct an analytical framework for the integration of e-commerce enterprise informatization and online marketing. Adopting a normative research method, it deeply analyzes the key issues and formation mechanisms in the integration process at three levels: technology, strategy, and organization, and further proposes a hierarchical integration path. The study shows that by building a unified data foundation, optimizing marketing strategies centered on the user journey, and supporting cross-departmental organizational coordination, it is possible to effectively break down data silos and strategic disconnection, achieving synchronized improvement in resource allocation efficiency and market responsiveness. This research provides e-commerce companies with a systematic theoretical explanation and practical reference with operable guidance for promoting digital collaborative transformation.