The Research on the Marketing Strategies in China under the Background of Digital Economy

DOI

10.2991/978-94-6463-702-1_50How to use a DOI?

Keywords

digital economy; marketing; marketing strategy

Abstract

In the context of the digital economy, China’s marketing strategy is undergoing unprecedented changes. Big data, artificial intelligence, blockchain, and other digital technologies are profoundly affecting the market behavior of enterprises and the purchasing decisions of consumers. These technologies not only provide enterprises with more accurate market positioning and personalized marketing tools but also enable enterprises to achieve significant improvements in consumer experience, brand management, and marketing efficiency. By combing the concepts related to the digital economy and marketing, this paper deeply discusses the evolution of marketing strategies in China under the background of the digital economy and its impact on enterprises’ market behaviors and consumers’ purchasing decisions. Research shows that in the digital era, the consumption-driven marketing model transformation is more accurate, personalized, and interactive, and the marketing strategy of enterprises pays more and more attention to the interaction with consumers and assumes social responsibility.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Siqi Zhang
PY  - 2025
DA  - 2025/05/05
TI  - The Research on the Marketing Strategies in China under the Background of Digital Economy
BT  - Proceedings of the 2025 10th International Conference on Financial Innovation and Economic Development (ICFIED 2025)
PB  - Atlantis Press
SP  - 474
EP  - 484
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-702-1_50
DO  - 10.2991/978-94-6463-702-1_50
ID  - Zhang2025
ER  -