Research on the Marketing Strategy of Enterprises Based on the Change of Marketing Environment

DOI

10.2991/snce-18.2018.16How to use a DOI?

Keywords

Market environment; Macro environment; Microenvironment; Marketing strategy

Abstract

The existence and development of the enterprise can not be separated from the market environment, and the marketing environment is an important factor for the enterprise to formulate marketing strategies and carry out the marketing activities. The impact of market environment on enterprises is mainly reflected in the two aspects of providing market opportunities or causing environmental threats. How to excavate and grasp the market opportunity, and avoid the threat of environment to the enterprise is the focus of the enterprise and the marketing. Based on the analysis of the relationship between market environment, environmental characteristics and environment and business marketing activities, this paper puts forward corresponding marketing strategies for Chinese enterprises in view of changing marketing environment.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Liming Zhang
PY  - 2018/05
DA  - 2018/05
TI  - Research on the Marketing Strategy of Enterprises Based on the Change of Marketing Environment
BT  - Proceedings of the 8th International Conference on Social Network, Communication and Education (SNCE 2018)
PB  - Atlantis Press
SP  - 81
EP  - 84
SN  - 2352-538X
UR  - https://doi.org/10.2991/snce-18.2018.16
DO  - 10.2991/snce-18.2018.16
ID  - Zhang2018/05
ER  -