Research on International Marketing in the Context of Intelligence

Xiaoqi Shao; Juntao  Fang

doi:10.71204/yswhgn91

Authors

Xiaoqi Shao Tianjin University of Traditional Chinese Medicine Author
Juntao Fang Tianjin University of Traditional Chinese Medicine Author

DOI:

https://doi.org/10.71204/yswhgn91

Keywords:

Intelligence, International Marketing, Artificial Intelligence, Big Data, Precision Marketing, Cross-Cultural Marketing

Abstract

As intelligent technologies such as artificial intelligence and big data profoundly reshape the global business landscape, international marketing is undergoing a fundamental paradigm shift from experience-driven to data-driven approaches. This paper employs a mixed method of systematic review and content analysis to examine core literature sources from 2010 to 2025. The key findings are: ① Intelligent technologies have increased international marketing ROI by 12%–25%, with consumer decision-making shifting from linear to nonlinear patterns; ② Traditional international marketing theories, constrained by static assumptions and linear logic, struggle to explain intelligent contexts, whereas new frameworks have emerged including data-driven precision marketing theory, nonlinear customer journey reconstruction theory, cross-border intelligent value co-creation theory, and global intelligent marketing ecosystem theory; ③ Mainstream innovation models include data-driven precision marketing, AI-powered cross-border CRM, intelligent omnichannel integration, and cross-cultural intelligent localization marketing; ④ Technical bottlenecks (cross-border data compliance, algorithm interpretability) and ethical challenges (algorithmic bias, privacy infringement, cultural conflicts) are intertwined, with enterprise capability adaptation serving as the key support for model implementation. This paper identifies five major research gaps and proposes future research directions.

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