Research on the Optimization of Marketing Strategies in the Context of Digital Marketing

Abstract

The computer equipment company has been acting as an agent for a Fortune 500 manufacturer of intelligent connectivity devices in the provincial region for many years. In early 2020, due to the internal and external market environment, its product sales in the provincial market continued to decline significantly and its market share continued to shrink. In the face of fierce market competition, how to quickly transform marketing ideas, the use of big data and other advanced marketing methods, grasp the market demand, accurate target customers, through the expansion of sales scale and seize market share to achieve value-added revenue is a computer equipment companies to be solved the problem. Secondly, the macro environment and micro environment of computer equipment companies were analysed separately using PEST analysis and Porter’s five forces model analysis in the context of the development of China’s digital economy. The starting point of marketing strategy is customer demand, the landing point is customer service, and the core is to take customer demand as the starting point. This paper also further analyses the marketing environment of computer equipment companies by analysing consumer demand in terms of product diversity demand, higher cost performance demand, brand reputation credibility demand, and personalised demand for intelligent services.