Marketing Model Innovation and Consumer Behavior Analysis in the Digital Age

liang wuchang(Shandong Vocational and Technical University of Engineering)

Abstract

Against the backdrop of the global digital transformation of the economy, enterprises' marketing models are evolving in depth from traditional approaches to digital and intelligent ones. The integrated application of technologies such as big data, artificial intelligence and blockchain enables enterprises to reach consumers, build brands and guide demand in a more precise manner. Consumer behavior in the digital environment exhibits the characteristics of diversification, instantaneity and personalization, with its decision-making models and value perceptions undergoing remarkable changes. Starting from the interactive relationship between digital marketing innovation and the evolution of consumer behavior, this paper explores the reconstruction of marketing concepts, channel structures and brand communication mechanisms driven by digital technologies. The study points out that the core of digital marketing lies in the reshaping of user value under data-driven approaches, and the changes in consumer behavior have propelled the marketing system to shift from one-way communication to intelligent interaction, providing a new path for enterprises to achieve precision marketing and sustainable growth.

 

Keywords

digital era; marketing innovation; consumer behavior; data-driven; intelligent marketing

References

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DOI: http://dx.doi.org/10.26549/mmpp.v7i1.36165