电商企业基于大数据的业财融合营销管理模式创新

Innovation of Business-Finance Integration Marketing Management Model in E-Commerce Enterprises Based on Big Data

摘要: 随着数字经济的迅速发展，电商行业竞争变得日趋激烈，传统的营销管理方式逐渐难以适应市场变化。许多电商企业在营销过程中存在明显问题：业务与财务部门之间信息不同步、重要数据不顺畅，导致营销投入效率不高、风险管控不到位。而大数据技术的普及为企业实现精细化运营提供了新的可能，通过推动业务和财务的深度融合，可以实现数据互通、决策精准、成本可控、效果可评、风险可防。文章首先分析传统模式存在的问题，其次指出大数据对业财融合营销管理的赋能价值，最后构建了相应的创新模式并提出了实施路径，以此为电商企业提升营销管理水平提供具体可实践的参考。

Abstract: With the rapid development of the digital economy, the competition in the e-commerce industry has become increasingly fierce, and the traditional marketing management mode has begun to be unable to adapt to market changes. Many e-commerce enterprises have obvious problems in the marketing process. The information between the business and financial departments is not synchronized, and the flow of important data is impeded, resulting in inefficient marketing investment and inadequate risk control. The popularity of big data technology provides a new possibility for enterprises to achieve refined operations. By promoting the deep integration of business and finance, it can realize data exchange, accurate decision-making, controllable cost, evaluable effect and preventable risk. The article first analyzes the problems existing in the traditional model, and then points out the enabling value of big data for the marketing management of business-finance integration, and constructs the corresponding innovation model and puts forward the implementation path, so as to provide specific practical reference for e-commerce enterprises to improve the level of marketing management.