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

Leixin Fan ()
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Leixin Fan: University of York, Business School

A chapter in Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025), 2026, pp 372-382 from Springer

Abstract: 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.

Keywords: Digital Marketing Strategies; The Affordable Economy; A Strategic Optimization Model (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-2-38476-585-0_43

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