Dilemma and innovation countermeasures of enterprise marketing under the background of big data and Internet of Things

This paper studies the dilemma and innovation countermeasures of enterprise marketing under the background of big data and Internet of Things. Through questionnaire survey and simulation data analysis, it is found that the development of big data and Internet of Things technology has brought new opportunities and challenges to enterprise marketing. Enterprises should make full use of new technologies, improve the precision of marketing, build a multi-channel and integrated marketing model, strengthen internal collaboration and innovation capabilities, and optimize policies, regulations, and industry standards, so as to improve their marketing performance and competitiveness. At the same time, enterprises should timely adjust marketing strategies and improve marketing agility and adaptability, in order to adapt to market changes. This study also analyzes the key factors that affect the marketing performance of enterprises, including product strategy, price strategy, channel strategy, promotion strategy, internal collaboration and innovation ability of enterprises, policies, regulations, and industry standards. In view of these factors, enterprises should be formulated and optimized to improve their marketing performance and competitiveness. The purpose of this study is to provide reference for the development of enterprise marketing.