The digital economy is an economic form that combines traditional economy with Internet technology. It accomplishes the production, distribution and consumption of goods and services through digital platforms and big data. By the Attention - Interest - Desire -Action (AIDA) model. It represents the linear conversion process of consumers from awareness to purchase in traditional marketing. The characteristic for AIDA is the brand has controlled the sales process, less channel for sale and emphasizes "widespread coverage, unified content, and attention-grabbing approach". This paper finds that the influence mechanism of the digital economy on the marketing path includes three parts. First, the marketing paradigm shifts from supply-driven to demand-driven. Secondly, the consumer's buying process changes. Finally, the digital economy innovates the delivery mode. While digital mediation of transactions dramatically reduces consumers' information search costs, this does not necessarily diminish intermediaries' importance in the digital economy. This paper also discusses the influence of digital economy on marketing channels by case study and selects representative enterprises to analyze how to reconstruct their marketing strategies in digital economy. The significance of the research lies in providing a framework for the upgrading of marketing theory, a roadmap for the digital transformation of enterprises and the formulation of global competitive strategies, and a governance reference for policy makers.
Haibo Hu (Wed,) studied this question.