Innovation of e-commerce marketing model under the background of big data and artificial intelligence

Abstract

With the advent of the era of big data and artificial intelligence, e-commerce enterprises have used a large number of advanced technologies and knowledge management methods to improve work efficiency. In the context of e-commerce, the innovation of enterprise marketing management model has become one of the important contents of the company’s business development in the e-commerce era. Focusing on the core concept of “e-commerce marketing model innovation”, this paper conducts a comprehensive and systematic research on the e-commerce marketing model innovation of enterprise e-commerce, and focuses on the two aspects of e-commerce marketing model innovation and e-commerce model performance evaluation. The purpose of this paper is to understand the importance of innovation factors in the innovation of e-commerce marketing models through questionnaires, so as to provide new ideas for the innovation path of e-commerce marketing models. This paper adopts the questionnaire survey method and data analysis method. According to the survey results, 39, 31, 33, and 35 of the respondents believe that market positioning, business strategy, marketing promotion, and operation management should be prioritized as innovative elements, among which market positioning accounts for a relatively high proportion, followed by operation management. It can be seen that most of the respondents believe that in order to innovate the marketing model of e-commerce, we must start from the aspects of market positioning, business strategy, marketing promotion, and operation management. Combined with the era background and related content of big data and artificial intelligence, this paper studies e-commerce and marketing models, so as to provide new ideas for the innovative path of e-commerce marketing models.