Research On The Digital Transformation Path Of Marketing Management Of L Company

Since the "13th Five Year Plan",the government has issued several documents to promote the "Internet plus" and digital strategy.Driven by policy guidance and technological innovation,the application of digital technology and network technology in enterprise management in China has developed rapidly in recent years.The widespread application of network technology in various fields has made various types of information more transparent,enabling enterprises to quickly access various types of information while also intensifying competition among enterprises.In the market environment of severe product homogenization,increased number of alternative products,convergence of marketing methods,and fierce price wars,how to use digital technology to enhance their competitive advantage is a major challenge faced by current construction machinery enterprises.This paper studies the current situation of Digital transformation of marketing management in L Company by means of on-site interviews and questionnaires,and finds that there are three main problems: low concentration of marketing data,insufficient informatization of management process,and insufficient data application in business.Through problem analysis,the main reasons for these problems were identified,including a lack of understanding of digital operations by L company’s business management personnel,a lack of information integration in marketing business management processes,and the existence of multiple business management systems without achieving data sharing between systems.Based on the 7Ps marketing management theory,this paper studies how to carry out Digital transformation from seven aspects: product,price,channel,promotion,customer,activity and business process management.The author believes that L Company should take the application of digital technology in marketing business management as the starting point,solve the current problems and realize the Digital transformation of marketing management by implementing the digitalization of marketing management based on the 7Ps theory and building a marketing management digitalization platform to support the landing of marketing management.At the same time,this paper has sorted out the safeguard measures of L Company in the Digital transformation of marketing management from five aspects of organization,system,capital,technology and talent.This report studies the Digital transformation of marketing management of L Company and proposes the path and implementation mode of Digital transformation of marketing management,hoping to provide some reference and experience for marketing management Digital transformation of L Company and other construction machinery manufacturing enterprises.