Research On The Promotion Strategy Of Business Enterprise Marketing Power In The Background Of Big Data

With the development of the Internet,e-commerce has become more and more prosperous.E-commerce plays a more and more important role in people's life.The advent of the era of big data,the e-commerce industry is concerned,it can be described as both opportunities and challenges.For e-commerce enterprises,marketing power is an important ability of enterprises,how to improve the marketing power of the enterprise has an important role in the survival and development of enterprises.The purpose of this study is to discuss how to improve the marketing force of e-commerce enterprises in the context of large data,and how to improve the marketing power,so as to provide theoretical basis for e-commerce enterprises in practice.Through literature review,we can find that there is a lack of research on the marketing power of the electronic commerce enterprise based on the big data background.In this study,based on careful review of the literature on marketing theory based on big data,according to the characteristics of e-commerce enterprises,the transaction capacity,customer retention capacity,data capacity of three dimensions to build e-commerce enterprise marketing force evaluation system,using AHP to determine the index weight,using the fuzzy comprehensive evaluation method,quantitative indicators,and Alibaba to company as an example,through a questionnaire survey to collect data for empirical analysis,finally puts forward marketing promotion strategy.The empirical results show that the sample used by the Alibaba marketing force of the overall situation is good,the ability to trade,customer retention ability score is high,and the data capacity of low scores,mainly due to data acquisition,screening and application still exist due to the lack of.Based on the empirical results,this study also proposes strategies to enhance the marketing power of e-commerce enterprises under the background of big data,including three aspects to enhance the marketing ability,the customer transaction data,based on the ability to maintain the ability of strategy.