Abstract

Purpose: To explore the effect of the integration of supply chain management and marketing on the competitive advantage of enterprises. Approach/Methodology/Design: The relationship between supply chain management and marketing, the importance of integration and strategy were expounded through theoretical analysis, and the actual cases of Apple and Amazon were analyzed. Findings: It is found that supply chain management and marketing are closely related and interact with each other, and integration can improve customer satisfaction, reduce costs, improve enterprise efficiency and enhance innovation ability. Cases such as Brazil Company show the positive effects of integration, but there are also cases where relevant advantages are not fully utilized. Practical Implications: TIt helps enterprises, government, academia and other parties to understand the importance and application of the integration of supply chain management and marketing in enhancing competitiveness and achieving sustainable development.. Originality/value: Put forward relevant theories and strategies for the integration of supply chain management and marketing, provide new ideas and methods for enterprise operation, and verify its effectiveness and practical significance through actual case analysis.