Research and analysis on the optimization of marketing strategies based on new market demands in the era of big data

DOI

10.2991/978-94-6463-260-6_38How to use a DOI?

Keywords

Big data; Market demand; Marketing; Marketing Strategy

Abstract

With the advent of the era of big data, modern information technology has been widely used in all walks of life, further promoting the rapid development of China's market economy. For marketing, in the context of the era of big data not only ushered in a new opportunity, but also brought certain challenges, marketing in the optimization of the strategy, cost, but also make information security and other issues were revealed. Therefore, this paper combines some of the author's personal understanding of the opportunities and challenges of marketing in the era of big data. In the changing market environment, under the same product and price conditions, customers choose to buy products often look at the quality of service, so many manufacturing companies are able to create product advantages and customer satisfaction through service marketing and win competition through service strategies. In optimising its spare parts marketing strategy, Company S uses the service marketing concept, combined with the theory of "servitization" of manufacturing companies, to carry out customer value enhancement.

Copyright

© 2024 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  - Yuling Zhu
PY  - 2023
DA  - 2023/09/28
TI  - Research and analysis on the optimization of marketing strategies based on new market demands in the era of big data
BT  - Proceedings of the 2023 International Conference on Management Innovation and Economy Development (MIED 2023)
PB  - Atlantis Press
SP  - 293
EP  - 298
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-260-6_38
DO  - 10.2991/978-94-6463-260-6_38
ID  - Zhu2023
ER  -