Digital Marketing Empowerment: Research on the Path to Improve the Profitability of Cultural and Tourism E-commerce Enterprises

Abstract

Abstract Against the backdrop of the rapid development of the digital economy and the accelerated iteration of information technology, the cultural tourism e-commerce industry has seen a continuous expansion in market size, but it also faces challenges such as product homogenization, high operating costs, and sluggish profit growth. This paper focuses on the mechanisms through which digital marketing drives the profitability of cultural and tourism e-commerce enterprises. By analyzing the industry’s current state, it is found that leading enterprises achieve profit growth through technological and scale advantages. In contrast, small and medium-sized enterprises struggle due to resource shortages, resulting in an industry-wide phenomenon of ‘revenue growth without profit growth.’ The study indicates that digital marketing drives profit growth through precise targeting, traffic conversion, advanced technological support, service innovation, and supply chain optimization. Based on this, the paper proposes strategies such as building an influencer live-streaming matrix, deepening precise marketing, innovating service processes, strengthening value chain collaboration, and enhancing user stickiness. It provides theoretical and practical references for the industry to break through its profitability bottleneck.