Research on the Relationship between Digital Marketing Strategies for the Ceramic Cultural Industry and Business Operational Efficiency

Abstract

As a cultural industry rooted in the Chinese nation's long history and unique artistic heritage, the ceramic cultural industry faces both significant challenges and immense market opportunities in the context of the global digital economy. This paper conducts an empirical analysis using three models—DEA, MPPI, and the Tobit model—to investigate the transmission mechanisms through which different intensities of digital marketing influence corporate operational efficiency, based on operational efficiency data from ceramic cultural industry enterprises. Empirical research findings indicate that a one-unit change in digital marketing intensity results in an average change of 0.287 units in operational efficiency. Among these, the regression parameter for technological innovation reaches 0.423, indicating that R&D investment intensity has an excellent promotional effect on operational efficiency. This study concludes that the ceramic cultural industry should actively address the market challenges and opportunities brought by the digital economy, continuously enhance the level of technological innovation investment, and adopt diversified digital marketing strategies based on the industry characteristics of their own enterprises and external market conditions. By learning and applying digital marketing through continuous imitation, enterprises can improve the effectiveness of digital marketing, thereby promoting and optimizing operational efficiency and sustainable development levels.