Innovative Path of Enterprise Marketing under the Background of E-commerce Economy

Abstract

With the rapid development of Internet technology, e-commerce has become an important force to promote the global economic
growth. Under the background of e-commerce economy, enterprises are facing unprecedented opportunities and challenges. In order to seize
the market opportunity and enhance the competitiveness, the enterprises must carry out the marketing management innovation. Based on the
relevant theory and practice of enterprise marketing management under the background of Internet +, combined with the current trend of
e-commerce economic development, this paper discusses the innovation path of enterprise marketing. Through the in-depth analysis of the
characteristics of e-commerce economy and its impact on marketing, a series of innovative strategies are put forward, aiming to provide theoretical support and practical guidance for enterprises to achieve sustainable development.