Marketing Development Path of Small and Medium-Sized Enterprises in Digital Economy Environment

With the vigorous development of digital economy, small and medium-sized enterprises are facing unprecedented opportunities and challenges in marketing. This paper deeply discusses the far-reaching influence of the digital economy environment on the marketing of small and medium-sized enterprises, and analyzes the trends of diversification of marketing channels, changes in consumer behavior and data-driven decision-making. On this basis, the specific path of marketing development of small and medium-sized enterprises in the digital economy environment is put forward, including building a digital marketing system, optimizing online user experience, using big data for precision marketing, and strengthening cross-border cooperation and resource integration. These strategies aim to help small and medium-sized enterprises better adapt to the digital economy environment, enhance market competitiveness and achieve sustainable development.