RESEARCH ON ENTERPRISE MARKETING STRATEGY INNOVATION IN THE ENVIRONMENT OF "SHARING ECONOMY"

Abstract

 The application of cloud computing, mobile Internet, the Internet of Things and big data technology has given birth to a new economic form in the era of information technology, namely the sharing economy model.

 In the sharing economy environment, people can distribute or transfer the accumulated idle goods through the sharing economy platform without using the traditional middlemen, so as to improve the allocation efficiency of excess resources. As a subversive business idea, sharing economy is the focus of academic research. At present, the sharing economy has penetrated into many industries, such as the outbound industry, catering industry and tourism industry, etc. The vigorous development of the sharing economy also brings great challenges to the marketing activities of enterprises. The traditional marketing methods and means of enterprises cannot adapt to the current market development situation, which seriously restricts the development of enterprises.

Taking the era of sharing economy as the background, this paper formulates the new situation of innovation through the exploration of problems, provides reference for the innovation of enterprise marketing strategy, realizes the transformation of enterprise marketing, and promotes the sustainable development of enterprises.