Abstract

With the continuous development of technology, traditional marketing methods no longer meet the needs of the main forces of social consumption, and people urgently need more innovative and personalized marketing strategies. E-commerce companies must develop a comprehensive customer-oriented marketing strategy based on big data and multi-channel to achieve their long-term healthy development. This paper first investigated the impact of the digital economy on e-commerce enterprises, focused on the transformation of the digital economy on the marketing model, expounded the development analysis of e-commerce in the digital economy era, and described the development trend of e-commerce marketing in the digital economy era. Then, this paper expounded the current problems faced by e-commerce enterprises, and discussed the lack of integrity, homogeneity, large-scale marketing strategies, and the lack of analysis and application of big data. After that, this paper put forward the marketing strategy of e-commerce enterprises in the digital economy era, and studied it from three aspects, namely, building a reasonable product management structure, marketing strategy based on customized marketing content, and social media marketing strategy based on information sharing. Then this paper proposed to use genetic algorithm to strengthen the marketing strategy of e-commerce enterprises. Finally, based on experiments and surveys, this paper used genetic algorithms to strengthen the construction of e-commerce enterprise marketing strategy in the digital economy, and concluded that the new e-commerce enterprise marketing strategy was 21% more satisfactory than the traditional new e-commerce enterprise marketing strategy. Through comparison, it can see that the integrity of the marketing plan of the new e-commerce enterprise’s marketing strategy was 0.33 higher than that of the traditional e-commerce enterprise’s marketing strategy, and the integrity of the promotion strategy was 0.34 higher than that of the traditional e-commerce enterprise’s marketing strategy. After using the new e-commerce enterprise marketing strategy, the improved management structure was 0.29 higher than that of the traditional monitoring system, and the high quality of products was 0.18 higher than that of the traditional system.

Introduction

Electronic commerce is the combination of Internet information technology and traditional offline business activities. With the development and maturity of Internet technology, e-commerce continues to grow. Its concept, connotation and meaning evolve gradually with the evolution of technology and actual e-commerce activities. From a historical perspective and combined with the development of information technology, the evolution of the concept of e-commerce can provide a new perspective for observing the development of new forms of e-commerce. In 2023, the Ministry of Commerce implemented the decisions and deployments of the Party Central Committee and the State Council to accelerate the development of the digital economy, promote the important role of e-commerce in restoring and expanding consumption, promoting the integration of data and reality, and deepening international cooperation, and achieve positive results in high-quality development. With the rapid development of the digital economy, e-commerce enterprises have also experienced a golden age of development. Through the analysis and research of relevant industry data, it is not difficult to find that e-commerce business cannot be separated from a large number of consumers. E-commerce enterprises can develop normally with enough consumers. In order to survive in the highly competitive market, e-commerce enterprises must make full use of advanced big data analysis technology and formulate marketing strategies suitable for the development of e-commerce enterprises. Main contribution: This article mainly focuses on the research of marketing strategies related to e-commerce enterprises in the context of big data, and proposes corresponding improvement strategies. Objective: This article aims to promote the healthy and long-term development of e-commerce enterprises in the context of big data through improved marketing strategies based on this foundation.

Conclusions

Currently, how to promote their own development through effective marketing strategies has become an important issue that e-commerce enterprises need to pay attention to in the context of big data. This article mainly studies the marketing strategy related issues of e-commerce enterprises with big data as the background, and proposes corresponding improvement strategies. This article aims to promote the healthy and long-term development of e-commerce enterprises in the context of big data through improved marketing strategies based on this foundation. To sum up, in the new economic era, the marketing strategy of enterprises is very important. The fierce competition between enterprises requires enterprises to constantly innovate, change marketing strategies and maximize market space. Therefore, every enterprise should strive to implement marketing strategies in an innovative spirit. Only by constantly changing marketing strategies and actively adapting to the needs of economic development can enterprises stand out from the competition. E-commerce companies are shifting from single and large-scale marketing strategies to homogeneous and diversified marketing strategies. E-commerce companies need to establish accurate integrated marketing based on big data, customer-oriented and multi-channel to survive and develop in the future competition. The development of genetic algorithms has led to exponential growth in the direct to consumer personal genetic testing industry (such as 23andMe, Ancestry, Microgenes, 23Rubik’s Cube, etc.), resulting in the formation of a vast private genetic database. The author explores the potential impact of genetic algorithms on the field of e-commerce. Based on the results of behavioral GA research, the author proposes to incorporate the influence of genetic factors into the existing theoretical research framework of e-commerce, and use this to examine the potential market applications of genetic algorithms. Genetic research design can be used to test causal relationships, and consumer theory can be improved by revealing the biological mechanisms of behavior. In the future, the author will further evaluate the moral and ethical challenges related to corporate autonomy, privacy, and discrimination, and propose a future research agenda.