Research on the Current Status and Top‑Level Architecture Design of Enterprise Brand Marketing Informatization Construction

Abstract

Driven by the digital economy, full‑domain marketing touchpoints are expanding rapidly. Enterprise brand marketing operations are confronted with practical challenges including scattered multi‑source data, heterogeneous coupled systems, and insufficient business‑technology collaboration. To clarify the internal constraints of brand marketing informatization construction and build a top‑level architecture system adapted to domestic enterprises, this paper conducts empirical tests based on the TOE analytical framework using questionnaire surveys, structural equation modeling and grey relational analysis. It identifies key influencing factors for informatization construction and establishes a four‑layer coupled top‑level architecture model covering business‑data‑technology‑governance. The validity of the architecture is verified through case studies of two enterprises. The results show that the grey relational degrees of organizational collaboration capability, data governance level and external digital service environment to the effectiveness of brand marketing informatization construction reach 0.827, 0.791 and 0.714 respectively (Zhang, Y., & Wang, H., 2024). The proposed top‑level architecture can improve the efficiency of multi‑source marketing data integration by 27.4 % and shorten the marketing decision‑making response cycle by 31.2 % (Li, M., Chen, L., & Zhou, X., 2023). This research provides theoretical models and practical references for enterprises’ brand marketing informatization planning.