Customer Base Expansion Strategies of Small and Micro Enterprises in the Digital Economy Context

DOI

10.2991/978-2-38476-609-3_18How to use a DOI?

Keywords

Small and Micro Enterprises; Customer Growth; Digital Marketing; Online-Offline Integration

Abstract

This article conducts research on the problem of customer growth bottlenecks faced by small and micro enterprises in the context of the digital economy, exploring how they can effectively expand their customer base under the premise of limited resources. Through literature review and case analysis, it systematically sorts out the growth strategies centered on customer retention, application of digital tools, and integration of online and offline operations. Small and micro enterprises need to transform their previous growth models, strengthen the cooperative ties with existing customers, rely on lightweight digital tools to enhance operational efficiency, and build a collaborative matrix of “public domain traffic acquisition and private domain customer retention” to achieve sustainable growth. The research further claims that in the future, small and micro enterprises should shift from traffic acquisition to relationship management, fostering capabilities such as in-depth intelligence, vertical in-depth mining, and ecological collaboration. Essentially, the customer expansion of small and micro enterprises is a systematic transformation from opportunity-driven to capability-driven, and its success relies on the multi-faceted synergy of technology, strategy, and organizational capabilities.

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  - Mingyao Feng
PY  - 2026
DA  - 2026/09/04
TI  - Customer Base Expansion Strategies of Small and Micro Enterprises in the Digital Economy Context
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 161
EP  - 168
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_18
DO  - 10.2991/978-2-38476-609-3_18
ID  - Feng2026
ER  -