Research on Marketing Decision Support System Oriented by Enterprise Value Chain Intelligence

Amidst the challenges posed by big data, intelligent technology is a pivotal force in redefining marketing decision-making and enhancing enterprise competitiveness. This study centers on developing an intelligent decision support model tailored to the enterprise value chain, aiming to elevate market competitiveness through technological advancements. Analyzing data from Chinese A-share listed companies from 2010 to 2022, we demonstrate that integrating intelligent technologies can lead to a notable 15% increase in total factor productivity, with marketing intelligence contributing a 5% improvement. The findings reveal the significant impact of technological innovation on marketing performance and suggest a strategic emphasis on intelligent technology application in marketing decisions to bolster overall enterprise competitiveness in the digital age.