Research on the Mechanism and Dynamic Trade-Offs of the Personal Information Protection Law on Marketing Compliance and Performance of Small and Medium-Sized Internet Enterprises under Digital Economy Governance

DOI: https://doi.org/10.62517/jbm.202609204

Author(s)

Mandi Yang, Zhen Han

Affiliation(s)

Sias University, Zhengzhou, Henan, China

Abstract

This study investigates the practical effects of the Personal Information Protection Law (PIPL) on small and medium-sized internet enterprises (SMIEs) in the context of digital economy governance. By constructing an interactive model that combines compliance pressure, resource constraints, and adaptive strategies, and conducting dynamic equilibrium analysis, this paper analyzes how legal regulation transforms corporate marketing practices, and how these transformations jointly affect operating costs, user trust, and innovation. The results show that corporate performance presents a non-linear trend, characterized by significant short-term pressure and long-term differentiation. The core mechanism lies in whether enterprises can effectively translate external compliance requirements into internal management practices, and achieve dynamic balance among cost control, trust building, and innovation incentives. The study suggests that enterprises should reposition compliance from a passive cost burden to an active strategic resource. With targeted resource allocation, the application of privacy-enhancing technologies, and the construction of collaborative networks, SMIEs can enhance business resilience and build sustainable competitive advantages under regulatory requirements.

Keywords

Personal Information Protection Law; Marketing Compliance; Performance Trade-Offs; Adaptive Strategies; Privacy-Enhancing Technologies

References

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