Entrepreneurial Marketing and Digital Commerce Integration: A Conceptual Perspective from the Chinese Context

The rapid advancement of digital technologies has transformed the landscape of entrepreneurial marketing (EM), especially in highly digitized economies like China. This conceptual paper explores the integration of EM principles with digital commerce practices within the Chinese context, aiming to provide a theoretical foundation for understanding how entrepreneurial firms leverage digital tools to enhance competitiveness and value creation. Drawing upon the Resource-Based View, Dynamic Capabilities Theory, and established EM constructs, the paper synthesizes relevant literature to propose a conceptual model that connects opportunity-driven marketing strategies with platform-based commerce ecosystems. The study highlights the unique characteristics of China's digital infrastructure and consumer behavior, offering insights into how entrepreneurial agility and digital adaptability intersect. The paper concludes by proposing a research agenda to empirically validate the model and encourages future studies on context-specific digital entrepreneurship strategies.