The Research on the Marketing Strategies in China under the Background of Digital Economy

Siqi Zhang ()
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Siqi Zhang: The University of Melbourne, Business and Economics

A chapter in Proceedings of the 2025 10th International Conference on Financial Innovation and Economic Development (ICFIED 2025), 2025, pp 474-484 from Springer

Abstract: Abstract In the context of the digital economy, China’s marketing strategy is undergoing unprecedented changes. Big data, artificial intelligence, blockchain, and other digital technologies are profoundly affecting the market behavior of enterprises and the purchasing decisions of consumers. These technologies not only provide enterprises with more accurate market positioning and personalized marketing tools but also enable enterprises to achieve significant improvements in consumer experience, brand management, and marketing efficiency. By combing the concepts related to the digital economy and marketing, this paper deeply discusses the evolution of marketing strategies in China under the background of the digital economy and its impact on enterprises’ market behaviors and consumers’ purchasing decisions. Research shows that in the digital era, the consumption-driven marketing model transformation is more accurate, personalized, and interactive, and the marketing strategy of enterprises pays more and more attention to the interaction with consumers and assumes social responsibility.

Keywords: digital economy; marketing; marketing strategy (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-702-1_50

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DOI: 10.2991/978-94-6463-702-1_50

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