Impacts of the Blockchain Technology on Enterprise Marketing

Under the background of Internet +, the application of enterprise marketing based on blockchain technology is infinite in the future. Through the sharing of consumer data among enterprises, user segmentation and target consumer images become clearer, making it possible to achieve precision marketing. The blockchain technology provides an effective way for consumers to verify the authenticity of products. Enterprises can also enhance customer experience and brand trust and reduce consumption risk. Besides, the business credit system based on blockchain technology makes the transactions among B2B, B2C, and C2C more secure and reliable and promotes the establishment and development of personal credit, corporate social responsibility marketing, and social honesty. At the same time, as a new product of economic development, the application of blockchain technology is still at risk. On the one hand, the risk exists in blockchain technology itself, that is, the breakthrough of new technology may lead to the loss of efficiency of original technologies and the reduction of security, which will make the data be exposed to the possibility of leakage. On the other hand, it comes from the moral hazards of the people who use the technology. If all the people involved in verifying the information admit the "authenticity" of false data, the whole chain will fall into a false trap. The core idea of the block chain is decentralization, but the profit-driven information possession has made the organizations that are already in data oligopoly to realize the complete monopoly of data by establishing the status of main chain and attracting regional links in other fields. It is contrary to the core idea of decentralization of the block chain. This paper analyzes the influence of the blockchain technology on enterprise marketing and the risks of blockchain technology, as a new product of economic development from the perspective of technology, morality and centralization.