Innovation of e-commerce marketing model under the background of big data and artificial intelligence

2.1 Big data and artificial intelligence

With the widespread application of computer technology in various fields of society, the era of big data and intelligence has come [8]. The era of big data is an important symbol of the progress of human society, and will also become a new platform for information dissemination and processing [9]. In this process, features such as massive unstructured data and irregular features are discovered and mined [10].

Big data is the collection, analysis and processing of users’ behavior and information in the Internet field [11]. With the continuous improvement of human ability to obtain information and utilize knowledge, people have become dependent on massive data. How to serve these huge and complex unstructured resources to the society has become a topic of concern for researchers [12].

People conduct research on big data, analyze its potential value and other information and integrate it, so as to find certain rules [13]. Big data is to analyze human social activities and extract effective and potentially meaningful content and knowledge from it. In the era of big data, people analyze and process some important things by using various information [14].

At the same time, the arrival of the era of artificial intelligence has enabled people to realize human-computer interaction [15]. Humans use computers to perform automatic identification and decision-making, thereby completing a series of complex work tasks [16].

With the development of artificial intelligence technology, its application fields are becoming wider and wider, including medical, electronic technology and so on. In the field of artificial intelligence research, the relationship between big data and intelligent robots is very close and inseparable. People can predict what changes may occur in the future by analyzing these data [17].

The development of big data and artificial intelligence as a whole directly affects the future, and artificial intelligence will become the mainstream in the future development. For example, artificial intelligence will provide new opportunities for the development of smart homes. In addition, artificial intelligence combines computer, information communication and other disciplines to form a huge and complex system, and also promotes the continuous and stable development of computer industry, biomedicine and other industries [18].

2.2 Innovation of e-commerce marketing model

E-commerce refers to the commercial behavior of using Internet technology to complete the purchase and sale of goods. It is different from traditional offline shopping, which is an “online” transaction, a product of the combination of electronics and commerce.

The e-commerce model is an innovation of the e-commerce marketing model on the basis of the traditional business model. Compared with traditional commerce, e-commerce is not limited by factors such as time, space, and region, and has the advantages of efficient operation, no time and space constraints, convenient operation, and low cost. In addition, the e-commerce model has innovations in the following aspects [19].

First, under the traditional model, consumers lack a complete understanding of the product, while the e-commerce model can use the online multimedia performance to understand the product, which helps consumers fully understand the product or service before purchasing.

Second, when consumers shop online, they can easily switch between multiple websites to buy products that they are satisfied with at a lower relative price, thereby saving more time and money.

Third, due to the e-commerce model, merchants can communicate directly with consumers, and consumers can also express their opinions and suggestions on the company or dealer’s website, and the company or dealer can timely investigate the types of products and services based on consumer feedback. This interaction allows retailers to further identify user needs. At the same time, dealers can communicate at any time, and interactive communication makes the relationship between the two closers [20].

In the same market environment, the success of an e-commerce enterprise depends on the choice of its model and marketing strategy. Choosing the right marketing method can help companies achieve effective marketing effects and make them profitable.

The choice of the marketing model should be based on the consideration of the company’s own value chain, so as to design the business process, and ultimately maximize the value of the company’s production, management, sales and other business processes in all functional areas. At present, the e-commerce marketing model includes the following modes.

B2B e-commerce marketing mode is one of the most important forms of enterprise e-commerce marketing mode, that is, the exchange of products, services and information between enterprises through the Internet. Traditional business-to-business transactions often consume a lot of business resources and time, and both sales and purchases will put pressure on product costs. This type of transaction allows buyers and sellers to conduct the entire business process online, manufacturing companies create their own websites, buy raw materials and sell products online.

The B2C e-commerce marketing model is a business-to-consumer model. Many business-to-consumer transactions are done electronically. With the rapid development of online retail, there are now thousands of online outlets on the Internet to meet the multi-dimensional needs of consumers. Clearly, companies can improve the way they communicate with customers, provide customers with more choices, and provide more personalized services that cannot be achieved by traditional business methods. The structure of this marketing model is shown in Fig. 1.

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The C2C e-commerce marketing model is an e-commerce behavior among consumers, usually using a third-party platform to determine transaction behavior. Since buyers of C2C e-commerce activities are often interested in the products and information provided by sellers, the most important marketing point of C2C e-commerce is that the products can target and attract the attention of specific consumer groups.

The e-commerce model forms a complete closed loop among consumers, enterprises and the government, and the three mutually restrict, supervise and promote each other. They are an integral part of building a complete e-commerce. For example, the government can also manage customs declaration, tax payment and other activities through electronic exchanges. This e-commerce model enables individuals to complete personal tax payment, social security payment and other activities online. At the same time, this method also improves the work efficiency of relevant government departments and service quality.

For every enterprise, every industry and even the whole economy and society, the innovation of e-commerce marketing model is of great significance. Innovation can bring huge economic benefits to a company and help it build a lasting and unique competitive advantage.

The innovation of e-commerce marketing model makes enterprises pay more attention to customer needs, pay attention to the process of customer consumption and use, and solve practical difficulties for customers. The innovation of e-commerce marketing model has broken the original boundaries, reconstructed the relationship between enterprises and customers, suppliers and industries, showing a strong breakthrough ability. Therefore, the innovation of e-commerce marketing model can quickly and comprehensively attract customers and build a strong customer base.

3.1 Questionnaire design process

In order to conduct an in-depth analysis of e-commerce data in the context of artificial intelligence, this paper conducts a questionnaire survey. In this questionnaire, 80 staff members of an e-commerce enterprise in D city were selected to investigate the innovation of e-commerce marketing model under the background of big data and artificial intelligence. Then, the results of the questionnaire are sorted and analyzed, and the analysis results include the importance of the interviewee’s innovation factors in the innovation of e-commerce marketing model.

3.2 Questionnaire survey content

Investigate the importance of innovation factors in e-commerce marketing model innovation, including market positioning, business strategy, marketing promotion, operation management and so on. Some of the questionnaire questions are listed below.

Question 1: What impact does the era of big data and artificial intelligence have on the e-commerce marketing model and its innovation path?

Question 2: How important are different innovation factors in the process of e-commerce marketing model innovation?

Question 3: In the process of e-commerce marketing model innovation, which parts should be prioritized?

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3.3 Calculation methods used in the questionnaire survey

During the questionnaire collection process, the recovered questionnaires include valid questionnaires and invalid questionnaires. A statistical analysis of the answers to each question in the questionnaire is then also required. For example, the first question has three options A, B, and C, then calculate the proportion of correct answer A in the questionnaire, then calculate the proportion of B and C options, and compare their values. The specific calculation method is shown in Eqs (1)–(3):

λ = α / β(1) θ = min ⁡ { θ 1 , θ 2 , ⋯ , θ n }(2) ω = max ⁡ { ω 1 , ω 2 , ⋯ , ω n }(3)

Among them, λ is the response rate, α is the number of valid questionnaires recovered, and β is the total number of questionnaires distributed. θ is the minimum degree of difference, ω is the maximum degree of difference.