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Volume 9,Issue 8

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28 April 2025
Research on Marketing Management Enabled by Big Data Technology
Ying Xu
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1 Xinjiang Agricultural Vocational and Technical University, Changji 831100, Xinjiang, China,
PBES 2025 , 8(2), 287–292; https://doi.org/10.26689/pbes.v8i2.10336
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Abstract

In the era of big data, data has gradually become an important asset of enterprises, and the application of big data technology has gradually become the key to the optimization of enterprise marketing management mode. Enterprises take the initiative to meet the development trend of the times, rely on big data technology to effectively process and analyze data, innovate decision-making methods and operation models, and achieve efficient marketing and fine management, which is an important way to improve their market competitiveness. Therefore, the author first analyzes the empowering role of big data technology on enterprise marketing management, and then discusses the difficulties faced by enterprise marketing management in the era of big data, and finally puts forward targeted improvement strategies, aiming to provide a reference for enterprises to innovate and change the marketing management mode.

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