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This paper aims to help companies explore the level of marketing innovation in the era of big data and build a path for marketing innovation from a big data perspective. With the advent of the Internet and the era of big data, many data technologies have been applied and promoted. In this context, enterprises will not only face the opportunity of development but also face more intense market competition. Therefore, in order to improve the efficiency and effectiveness of marketing activities, companies need to carry out marketing innovation. The article analyzes the marketing innovation path from the three levels of concept layer, technology layer and application layer, puts forward the idea of changing marketing concept, perfecting technical support and applying new marketing method and expounds the innovation of enterprise marketing based on the perspective of big data. Keywords—big data; marketing; analysis; innovation

Analysis of Enterprise Marketing Innovation Level and Path Based on Big Data Perspective