The Transformation and Optimization of Enterprise Digital Marketing Strategies in the Context of the Affordable Economy

DOI

10.2991/978-2-38476-585-0_43How to use a DOI?

Keywords

Digital Marketing Strategies; The Affordable Economy; A Strategic Optimization Model

Abstract

Against a backdrop of global economic deceleration and shifting consumer mindsets, the affordable economy has emerged as a pivotal variable shaping corporate operations. Focusing on the adaptive challenges of digital marketing strategies under cost-sensitive market conditions, this study adopts a mixed-methods approach combining quantitative analysis of industry metrics (2019–2024 market share data, consumer behavior surveys) and qualitative case studies of leading enterprises. It systematically unpacks the transformation pathways for enterprise digital marketing within an affordable economy framework, advancing a strategic optimization model spanning five dimensions—channel integration, content innovation, data-driven pricing, technological empowerment, and ecological collaboration. By analyzing macro-level consumption downgrading trends, industry-wide price competition dynamics, and paradigmatic shifts in consumer behavior (e.g., heightened price sensitivity and preference for functional utility over emotional branding), the research demonstrates that firms must establish a "precision targeting-value communication-dynamic response" marketing loop to reassert competitive advantage. Drawing on empirical findings, this analysis bridges theoretical gaps in marketing under economic uncertainty and offers actionable guidance for navigating price-driven markets.

Copyright

© 2026 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  - Leixin Fan
PY  - 2026
DA  - 2026/06/18
TI  - The Transformation and Optimization of Enterprise Digital Marketing Strategies in the Context of the Affordable Economy
BT  - Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)
PB  - Atlantis Press
SP  - 372
EP  - 382
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-585-0_43
DO  - 10.2991/978-2-38476-585-0_43
ID  - Fan2026
ER  -