Modern Economics & Management Forum

With the acceleration of economic globalization, the marketing environment of enterprises has undergone profound changes. This paper aims to discuss the challenges, change trends and the corresponding development ideas of enterprise marketing under the background of economic globalization. By analyzing the opportunities and challenges brought about by globalization, combined with the latest market trends and cases, we put forward the innovation and practice direction of enterprises in the marketing strategy. This paper aims to provide theoretical support and practical guidance for enterprises to cope with the global competition.