Research on the influence mechanism of consumer psychology on marketing based on big data analysis

In the continuous development of Chinese market economy, consumption behavior has become the most important force in promoting economic development. Under the influence of economic, cultural, social and uncontrollable factors, consumer psychology is also constantly changing, resulting in changes in consumer behavior, which will change the marketing strategies of enterprises in the market. It is of great significance to study consumer demand from the perspective of consumer psychology and guide enterprises to do a good job in product, service and marketing. Fully consider the needs of the actual situation, do a good job of research on consumer psychology in different times, different populations and different regional environments, provide corresponding information support for marketing activities, and ensure the effectiveness of marketing work. Based on this, this paper expounds the factors affecting consumer choice in marketing, explains the changes of contemporary consumer psychology, and puts forward marketing countermeasures based on consumer psychology, in order to achieve long-term and stable development of enterprises.