QR Code Link : Type : Thesis Subject : Social Sciences Main Author : Song YuXuan Title : Marketing Strategy Transformation and Future Development of Chinese Enterprises Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : 2023 Physical Description : ill, 55 pages Notes : Research Project Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration Universiti Tun Abdul Razak Corporate Name : Unirazak Library PDF Guest : Click to view PDF file

Abstract : Unirazak Library

With the rapid development and changes of the Chinese market, the transformation of marketing strategy has become an important challenge that Chinese enterprises must face. This article deeply synthesizes the reality of marketing development of Chinese enterprises in the past five years, and discusses the trend and practice of China's marketing strategy transformation. Through market research, we found that digital marketing, social marketing, differentiated positioning, precision marketing, brand building and integrated marketing strategies are important trends in China's current marketing strategy transformation. Among them, digital marketing and social marketing have emerged with the rise of Internet technology and social media, which can meet the individual needs of consumers and improve the brand awareness of enterprises. Differentiated positioning and precise marketing are effective means to deal with the highly competitive market, which can make Chinese enterprises stand out among homogeneous products. Brand building and integrated marketing strategy are important ways to improve corporate brand image and market competitiveness. In addition, the paper also discusses the challenges faced by marketing strategy transformation, such as constant changes in consumer behavior and preferences, intensified market competition, improvement of corporate culture and employee quality, etc. In order to cope with these challenges, enterprises need to focus on market research and analysis, actively innovate marketing strategies, strengthen brand building and cultural construction, establish effective internal management mechanisms, and improve employee quality and service levels. To sum up, the transformation of China's marketing strategy has become an inevitable choice for the survival and development of enterprises. Enterprises need to constantly innovate marketing strategies and management mechanisms according to market changes and development trends, improve brand competitiveness and market share, and achieve sustainable development.

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