SEP’s Marketing Strategies to Adapt to Changing Environment: The Case of Fischer™

Xinshi Li () and Ruizhi Yuan ()
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Xinshi Li: University of Nottingham Ningbo China
Ruizhi Yuan: University of Nottingham Ningbo China

Chapter Chapter 2 in Sharing Economy Platforms, 2024, pp 7-20 from Springer

Abstract: Abstract Environmental factors are increasingly important to the marketing of SEP’s marketing strategies, and SEPs should change their marketing strategies to better adapt to the environment. This paper will mainly study under the environment of rapidly developing e-commerce, how B2B SEP companies change their marketing strategies to well adapt to the rapidly developing e-commerce environment. This paper will use the method of case study to explain how Fischer™ company, which is a B2B company, changes its marketing strategies to develop better in the rapidly developing e-commerce environment. Finally, it is concluded that B2B companies in the rapidly developing e-commerce environment should transfer to the B2B2C model and establish contact with end consumers through social media marketing, and B2B companies should do social media marketing using both several social media platforms with high monthly active users and their own websites or apps to build connections with end consumers.

Keywords: Marketing strategies; Rapidly developing e-commerce environment; B2B model; B2B2C model; Social media marketing; Fischer™ (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-5404-5_2

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DOI: 10.1007/978-981-97-5404-5_2

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