INNOVATIVE APPROACHES TO ENTERPRISE MARKETING STRATEGIES IN THE DIGITAL ECONOMY

In modern society, the innovative development of the Internet, large data, cloud computing, artificial intelligence and blockchain have made significant changes in people's life and work. Against the background of rapid development and large coverage of the digital economy, the enterprise should move from traditional marketing concepts, models and methods to Internet marketing in a timely manner. This change should be supplemented with an organic integration online and offline to meet the needs of the digital era. This document first analyzes the impact of the digital economy on the corporate marketing environment and summarizes existing problems, providing purposeful innovative strategies to increase competitiveness in the market. It is aimed at ensuring that enterprises can constantly focus on a wave of digital economy and achieve sustainable development. The digital economy can contribute to the formation of innovative resources by changing the topic of innovation, information collection methods and enterprise development methods. It can also promote technological innovation and modernization through technologies, demonstration effects, feedback effects and increase the efficiency of technological innovation. The digital economy affects scientific and technological innovations, mainly in three aspects: the digital economy can effectively simplify the process of gathering information of various innovation. The digital platform diversifies innovative entities, expands channels for each organization to obtain appropriate knowledge and advanced technologies, and provides technical sources and basics of knowledge for innovation and evolution of existing technologies. During the critical phase of marketing innovations, the enterprise should contribute to a positive cultural atmosphere. Creating consumers and emphasizes users' experience and emotional communication, companies can direct their marketing teams to establish the right market perspective, guaranteeing that every marketing strategy and activities are rotating around the real needs and preferences of consumers. This cultural atmosphere, consumer -oriented, helps to deepen the understanding of market dynamics, stimulates innovative thinking and promotes constant optimization and modernization of marketing strategies.