Research on the Marketing Management Strategy of Company A Based on Big Data Analysis

DOI

10.2991/978-94-6463-038-1_24How to use a DOI?

Keywords

Marketing strategy; business management; market situation; consumer needs

Abstract

Marketing management refers to the analysis, design, implementation and control of marketing solutions to establish, develop and improve exchange relationships with target customers in order to achieve business objectives. Marketing management is a dynamic and systematic management process in which a company plans and implements marketing concepts, develops a marketing mix and creates exchange opportunities to meet the needs of target customers and the interests of the company. Based on this, this paper analyses the marketing strategies adopted and the results achieved at this stage through the study of Company A’s project in seven areas: product, price, channel, promotion, personnel, transportation and physical display. The results show that although the project has taken many measures in terms of marketing strategies and has achieved certain results, problems still exist. Using the marketing management environment of Company A’s project as an argument, the analysis indicates that the external environment faced by Company A’s project is relatively good and that this advantage provides a wide scope for its development. The study aims to promote the diversification of marketing management strategies and to contribute new ideas for subsequent research.

Copyright

© 2023 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  - YiLin Shao
PY  - 2022
DA  - 2022/12/15
TI  - Research on the Marketing Management Strategy of Company A Based on Big Data Analysis
BT  - Proceedings of the 2022 3rd International Conference on Management Science and Engineering Management (ICMSEM 2022)
PB  - Atlantis Press
SP  - 260
EP  - 269
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-038-1_24
DO  - 10.2991/978-94-6463-038-1_24
ID  - Shao2022
ER  -