Enterprise Marketing Strategy Research Articles

Review of financials, sales, and marketing strategy for micro, small, and medium enterprises in Palangka Raya City

This academic investigation is meticulously designed with the primary objective of categorizing and analyzing the performance metrics of Micro, Small, and Medium Enterprises (MSMEs) situated within the urban confines of Palangka Raya City, with a particular emphasis on financial dimensions, product sales figures, and the efficacy of marketing strategies employed by these enterprises. Through the utilization of this systematic methodology, it becomes feasible to discern and identify groups of MSMEs that exhibit homogeneity in their operational characteristics, thereby facilitating the development of more precise and tailored strategies aimed at fostering their growth and development. To gather relevant primary data that would underpin this analysis, a comprehensive survey was administered to a total of 100 respondents, utilizing a well-structured questionnaire designed to elicit detailed information regarding their business operations. The analytical process employed in this study incorporated descriptive statistical tests, which were instrumental in not only processing the collected data but also in effectively visualizing the results, thus enhancing the interpretability of the findings. The outcomes derived from the clustering analysis revealed significant patterns that can be leveraged to inform management strategies for MSMEs, particularly in relation to enhancing operational efficiency and augmenting the effectiveness of their marketing endeavors. It is the aspiration of this scholarly work that the insights garnered herein will serve as a valuable resource for government entities and various stakeholders, enabling them to make informed decisions that are grounded in empirical data and that contribute positively to the economic growth of the local community. Furthermore, by providing a clearer understanding of the operational landscape of MSMEs, this study aims to encourage the implementation of supportive policies that are conducive to sustainable development within the region. Ultimately, the research endeavors to bridge the gap between academic inquiry and practical application, thereby fostering a collaborative environment in which both theory and practice can thrive in the pursuit of economic advancement. In conclusion, the findings of this study hold the potential to significantly influence the strategic direction of MSMEs in Palangka Raya City, ultimately contributing to a more robust local economy.

RESHAPING DIGITAL LANDSCAPES: ANALYZING THE IMPACT OF AI IN DIGITAL MARKETING STRATEGIES ON LOCAL SMES

This study investigates how artificial intelligence (A.I.) influences digital marketing strategies for small and medium-sized enterprises (SMEs) in local markets. Study investigates the effect of artificial intelligence (AI) tools on enhancing sales process efficiency in small and medium-sized enterprises (SMEs). Statistical analyses, including ANOVA and regression, reveal a strong positive relationship between AI adoption and improved sales efficiency. The findings offer valuable insights for SMEs aiming to gain a competitive edge through AI, with a recommendation for further research into specific AI applications that optimize efficiency and drive business growth. Through a literature review, we examine the integration of AI technologies into SMEs' digital marketing efforts and assess the opportunities and challenges associated with AI adoption in this sector. Our findings reveal the evolving landscape of digital marketing strategies among local SMEs, highlighting trends, techniques, and implications of A.I. implementation. We explore A.I.'s role in transforming digital marketing practices, including personalized content delivery, predictive analytics, and automated customer service. Moreover, our analysis sheds light on SMEs' unique challenges when adopting A.I. technologies, such as resource limitations, skill gaps, and data privacy issues. Despite these hurdles, SMEs acknowledge A.I.'s importance in enhancing their digital presence and driving business growth in today's competitive digital marketplace. Our research aims to inform strategic decision-making and empower SMEs to capitalize on the opportunities A.I. presents in the digital age. Ultimately, we hope to contribute to a more nuanced understanding of how A.I. can be a game-changer for SMEs striving to thrive in an increasingly digital world.

Transformation and Development Trend of Enterprise Digital Marketing Driven by AR Technology

Augmented reality (AR) is a technology that overlays virtual information onto the real-world environment in order to enhance users' perception and experience of the physical world. With advancement of technology, AR technology is gradually permeating into all domains of enterprise digital marketing, triggering a profound transformation. Enterprises have explored the application potential of AR technology in marketing, product display, customer service, and other fields, aiming to achieve the transformation and upgrading of the business model and the enhancement of market competitiveness through this innovative technology. This study will elaborate in detail on how AR is being utilized in the digital marketing strategies of various enterprises and the future trends of this transformation. Through the collection of data, case studies, and analysis of user behavior from multiple companies, it was discovered that this technology not only enhances the interactive experience of customers but also facilitates a profound connection between brands and consumers. The results of this study further demonstrate that enterprise digital marketing driven by AR technology is evolving towards a more individualized and immersive direction, presenting unprecedented business opportunities for enterprises.

Marketing Strategies in the Digital Age: Opportunities and Challenges

Purpose:Transformation and Response to Enterprise Marketing Strategies in the Digital AgeWith the rapid development of information technology, the digital era has come in all its aspects, bringing a new landscape to enterprise marketing strategy. The digital age brings many opportunities. First, there is more accurate market positioning, and enterprises use technologies such as big data, Can in-depth analysis of a variety of consumer data, accurate grasp of their needs and preferences, so as to clearly identify the target market, like millet through the analysis of user data, accurate positioning of young, the pursuit of cost-effective consumer groups, to launch products that meet their needs. Secondly, there is a wider distribution channel. The popularization of the Internet and social media has allowed enterprises to quickly spread their marketing information to all parts of the world, and Bytedance's products have utilized the advantages of their own platforms to achieve widespread information distribution. Moreover, more efficient customer interaction, enterprises can communicate with customers in real time through the online platform, timely access to feedback, improve customer satisfaction, such as Huawei through the online community interaction with users to improve products and services. However, the challenges cannot be ignored. Data security and privacy protection have become critical issues, and once a data breach occurs, it can seriously damage the reputation of a company, as some high-profile companies have been questioned over data security. The difficulty of accurate marketing is that the market changes rapidly, consumer demand is diverse and volatile, and it is difficult for enterprises to accurately grasp it at all times. The complexity of multichannel integration also causes problems for enterprises, and the characteristics and user groups of different channels are different, making integration difficult. Domestic and foreign enterprises have many successful experiences to learn from. For example, Apple pays attention to the user experience and has built a unique brand image and marketing model through the convergence of online and offline channels. In response to the challenge, enterprises should strengthen data security management and establish strict protection mechanisms. Continuous improvement of data analysis capabilities to better adapt to market changes; At the same time, we should focus on coordination between channels to achieve complementarity of strengths. In short, enterprises need to take full advantage of opportunities in the digital age, actively cope with challenges, and formulate effective marketing strategies in order to gain a foothold and develop in the fierce market competition.

Approaches to Modelling Marketing Strategies in E-Commerce

Introduction. Increasing the efficiency of business activities requires developing a marketing strategy using e-commerce to attract a wide range of customers and maximise the company's income. The key marketing metric for most companies is the customer lifetime value indicator, which is why studying approaches to forecasting this indicator in e-commerce requires special attention, considering the changing business operation environment. Aim and tasks. The study aims to develop approaches to modelling the marketing strategy of e-commerce enterprises. The tasks are a comparative characterisation of modern marketing planning tools and an empirical analysis of the possibilities of using the BG/NBD model for marketing planning in e-commerce companies, considering the need to implement scenario marketing planning in unstable conditions. Results. A comparison of the characteristics of the main marketing planning tools was conducted according to features such as content and focus, functional purpose, and planning period, which allows more purposeful use of these tools to solve specific tasks. In order to automatically obtain the required data format for modelling, a Visual Basic program was developed, a forecast of customer behaviour was built, and an indicator of customer transactions was determined for further calculation of customer lifetime value (CLV). During the simulation, four parameters of the BG/NBD model were evaluated, and the maximum value of the logarithmic likelihood function equal to 14460.54 was obtained. The expected number of transactions (forecast time = 26 weeks) was determined for each client from the database. After calculations the information was received, the selected client will make 2.35 transactions during the forecast period of 55-80 weeks. The recommended algorithm for using the BG/NBD model as part of a scenario approach for forecasting the cost of the customer's life cycle allows for more flexible forecasting of digital business revenues and building an optimal marketing strategy. Conclusions. An empirical study of the possibilities of using the BG/NBD model for marketing planning in e-commerce companies showed that, for the simulation of indicators that affect a company's marketing strategy, it is crucial at the initial stage to convert the database of customer purchases into the input format required for modelling. Using a scenario approach allows e-commerce enterprises to carry out variable marketing planning and reduce risks under growing uncertainty. A well-designed marketing strategy that can be adapted to different business development scenarios enables an e-commerce company to increase its sales.

Pendampingan Desain Kemasan Produk Kacang Tanah Barandang untuk UMKM di Nagari Tigo Balai

When comparing Lawang to Nagari Tigo Balai, the latter exhibits an attractive appearance on product packaging, which is one of the crucial factors in the marketing strategy of micro, small, and medium enterprises (UMKM). UMKM's issues in the Nagari Tigo Balai area include limited technology and knowledge in redesigning packaging. This Community Service Activity (PKM) aims to assist UMKM in Nagari Tigo Balai in designing packaging for "Barandang" peanut products. The method consists of three stages: observation, analysis of the content of "Barandang" peanut products, and assistance in designing packaging until the design is ready for printing. The result of the assistance activity is the creation of packaging designs for "Barandang" peanut products for two UMKMs in Nagari Tigo Balai, namely LBM and ARYA, with nutritional information on the packaging. Based on the discussion during the assistance activity, this packaging redesign assistance plays a crucial role for UMKM practitioners in making their marketed products more attractive, thus increasing buyers' interest and purchasing power even further.

Analysis of the Current Marketing Strategies of Micro Small and Medium Enterprises (MSMEs) in Carcar City, Cebu, Philippines: Towards a Comprehensive Marketing Framework

Analysis of the Current Marketing Strategies of Micro Small and Medium Enterprises (MSMEs) in Carcar City, Cebu, Philippines: Towards a Comprehensive Marketing Framework

Logistics transformation on grain and oilseeds markets during the war in Ukraine: Marketing approaches and strategies

The Russian military invasion has caused a collapse in food supplies from Ukraine to world markets. The transformation of Ukrainian export logistics has been carried out under critical conditions and extremely limited deadlines. This article evaluated the transformations in logistics in the grain and oilseeds markets due to the war, discussed the impact of international agreements on export and logistics supply chains, and proposed marketing strategies for the trade of grain, oilseeds, and related products during wartime. The authors employed various general scientific and special methods and approaches, including a systematic approach, abstract-logical and graphic methods, retrospective and comparative analysis, correlation-regression analysis, and forecasting methods. A periodisation of the export logistical transformation due to the war was used. It included the following stages: the collapse of logistics; the growth of exports due to the impact of international agreements; and the operation of an alternative Ukrainian maritime corridor with the support of international partners. The significant impact of production and sales transformations caused by the war on the growth of wheat export logistics costs for various supply bases was demonstrated. The authors concluded that the export logistics risks were primarily mitigated by low grain and oilseed prices for agricultural producers. An assessment of the grain, oil crops, and processing products export market in Ukraine was also provided. The development of effective marketing strategies was highlighted. The practical value of the study lies in the use of the research results for developing marketing strategies for enterprises and European cooperation development projects in the agrarian sector

Research on Online Marketing Strategies for Small and Medium-sized Enterprises in Wenzhou under the Background of Digital Economy

Research on Online Marketing Strategies for Small and Medium-sized Enterprises in Wenzhou under the Background of Digital Economy

Meningkatkan Daya Saing UMKM Lokal melalui Strategi Pemasaran Digital di Era Digital

This research explores the implementation of digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) in an increasingly competitive digital era. Through a descriptive approach, practical steps in adopting digital marketing strategies are identified, including creating responsive websites, strategically using social media, developing quality content, SEO optimization, and data-driven marketing. The challenges faced by MSMEs in implementing these strategies are also analyzed, along with tips and tricks to overcome them. Additionally, recommendations for the government and stakeholders are presented, including policies and programs that support MSMEs in digital marketing, as well as collaboration with digital platforms and service providers. In conclusion, with the right combination of strategies and continuous support, MSMEs can leverage the full potential of digital marketing to enhance their competitiveness and growth in the digital era.

How Live Marketing Affects Green Purchase in the Age of Artificial Intelligence?

ABSTRACT With the rise of artificial intelligence and the public’s attention to environmental issues, live online promotion of green products has become a new marketing method. It has become a key issue for enterprises to choose the appropriate information framework to motivate consumers’ green purchasing behavior through different forms of live broadcasting. Combined with laboratory experiments, this study analyses the interaction between the type of live streaming and message framing on green purchase intention based on explanation level theory. Three experiments results show that using loss-framing message real anchors are more likely to promote consumers’ green purchase intentions, and AI anchors are more suitable for using gain frames. Besides, consumer innovativeness moderates the influence of message framing and live streaming form on green purchase intention, and green perceived value plays a mediating role in this process. Our findings can not only guide the formulation of enterprise marketing strategy, but also provide countermeasures and suggestions for the future development of live marketing.

What makes UGC more popular on social media platforms? Insights from information adoption theory

ABSTRACT It is becoming an important marketing strategy for enterprises to utilise user-generated content (UGC) to build brands and promote products on social media platforms, but little is known about the influence mechanism of the popularity of UGC related to brands and products. Drawing upon information adoption theory, this study developed a conceptual model to explain what makes UGC more popular in social media context. Using a dataset of 16,974 records related to the UGC about products from Xiaohongshu app, the most popular user experience sharing platform in China, the empirical study indicates that factors extracted from information quality and source credibility have significant effects on UGC popularity. Interestingly, text length and strength of text sentiment have different effects moderated by product types. In addition, media richness may lead to information redundancy and weaken the effect of text length. The findings offer an insightful understanding into the mechanism of utilising UGC in product marketing on social media platforms.

Sustainability marketing when introducing a new product to the market

Methods. The study of the problems of marketing development was based on the conceptual foundations of the theory of sustainability marketing. As methodological approaches, SNW-analysis was used – for the purpose of researching the factors of the marketing environment, BCG matrix – for the analysis of product potential. Specific tools of scientific research were used: statistical methods – to demonstrate the dynamics of financial and economic indicators of the enterprise's activity; comparison – when comparing the prices of commodity products. Results. There are analyzed the marketing activities of a large company, a leader in the mineral water market, a part of a large corporation IDS Group Ukraine, a well-known trademark «Morshynska». The analysis of the internal environment of the enterprise, in particular, the SNWanalysis for TM «Morshynska» is carried out. It is determined that the growth of awareness of ecology and sustainable development can stimulate demand for environmentally friendly products, including mineral water. It is determined that sustainability marketing is the formation of heterogeneous demand on the basis of sustainability and care for the environment, long-term prospects for the development of society. The focus of the enterprise's marketing strategy on eco-standards of products, as well as the expansion of the manufacturer's range, is very reasonable. Novelty. Based on the results of the analysis, it is determined that the enterprise PJSC MZMV «OSCAR» should use a diversification strategy to open a new direction of its products – «green marketing». Practical value. The conducted analysis allows to improve the management of marketing activities of manufacturing enterprises in the plane of sustainable development.

Trends in Service Marketing Strategies for Enterprises

In the context of intensifying market competition and increasingly diversified customer demand, the marketing strategies for enterprise service are facing unprecedented challenges. This paper will delve into the current and future trends of marketing strategies for enterprise services, analyze the key factors influencing these trends, and propose corresponding marketing strategy recommendations. Through a review of relevant literature, empirical research, and case analysis, this paper aims to provide enterprises with targeted marketing strategy guidance to adapt to the ever-changing market environment.

New marketing strategy model of E-commerce enterprises in the era of digital economy

With the continuous development of technology, traditional marketing methods no longer meet the needs of the main forces of social consumption, and people urgently need more innovative and personalized marketing strategies. E-commerce companies must develop a comprehensive customer-oriented marketing strategy based on big data and multi-channel to achieve their long-term healthy development. This paper first investigated the impact of the digital economy on e-commerce enterprises, focused on the transformation of the digital economy on the marketing model, expounded the development analysis of e-commerce in the digital economy era, and described the development trend of e-commerce marketing in the digital economy era. Then, this paper expounded the current problems faced by e-commerce enterprises, and discussed the lack of integrity, homogeneity, large-scale marketing strategies, and the lack of analysis and application of big data. After that, this paper put forward the marketing strategy of e-commerce enterprises in the digital economy era, and studied it from three aspects, namely, building a reasonable product management structure, marketing strategy based on customized marketing content, and social media marketing strategy based on information sharing. Then this paper proposed to use genetic algorithm to strengthen the marketing strategy of e-commerce enterprises. Finally, based on experiments and surveys, this paper used genetic algorithms to strengthen the construction of e-commerce enterprise marketing strategy in the digital economy, and concluded that the new e-commerce enterprise marketing strategy was 21% more satisfactory than the traditional new e-commerce enterprise marketing strategy. Through comparison, it can see that the integrity of the marketing plan of the new e-commerce enterprise's marketing strategy was 0.33 higher than that of the traditional e-commerce enterprise's marketing strategy, and the integrity of the promotion strategy was 0.34 higher than that of the traditional e-commerce enterprise's marketing strategy. After using the new e-commerce enterprise marketing strategy, the improved management structure was 0.29 higher than that of the traditional monitoring system, and the high quality of products was 0.18 higher than that of the traditional system.

Exploring digital marketing strategies in small-sized enterprises in Vietnam

Digital Marketing Strategies (DMSs) play a crucial role in determining the success of an enterprise. However, little research has been conducted on digital marketing strategies for small-sized enterprises in Vietnam. Thus, using a case-study design, the study explores marketing employees’ perceptions of digital marketing strategies at a small-sized enterprise, Tan Viet Phap Development Trading Production Joint Stock Company. Four employees (two females and two males) were invited to participate in the in-depth interview. The findings show that the most effective digital marketing strategy is online PR. The participants expressed positive attitudes toward digital marketing strategies and pointed out some challenges related to these strategies. They suggested that the company should emphasize the importance of customers and planning when implementing digital marketing strategies. The study has practical implications for small-sized businesses to profit from available digital marketing strategies and consider important marketing factors to enhance their company’s publicity and brand.

Research on International Marketing Strategy of Chinese Export Enterprises

In the complex and changing international environment, Chinese aquatic product export enterprises need to fully consider all aspects of influencing factors when carrying out daily business activities, and formulate targeted international marketing strategies based on the current status of international market development and national policies and regulations. Based on the analysis of the current development status of the international market of aquatic products, this paper points out the advantages and disadvantages of the export of aquatic products represented by Chinese aquatic products export enterprises, and puts forward corresponding countermeasures for international marketing optimization.

Marketing Strategies for Small and Medium Enterprises in Rural Areas

Purpose: This study investigates marketing strategies for small and medium enterprises (SMEs) in rural areas, focusing on leveraging local resources, community-based marketing, and digital integration to enhance competitiveness and sustainability. Research Design and Methodology: The research employs a qualitative approach through a comprehensive literature review. This review synthesizes findings from existing studies on rural SME marketing to identify effective practices and strategies. Findings and Discussion: The findings reveal that leveraging local resources enhances product authenticity and sustainability, aligning with rural consumers' cultural values. Community-based marketing builds trust and loyalty through local engagement and participation in community activities. Despite challenges like the digital divide, digital integration allows SMEs to expand their reach and improve customer engagement via social media, e-commerce, and digital advertising. The study highlights the effectiveness of a hybrid marketing strategy that combines traditional and digital approaches. Implications: The study suggests the need for digital infrastructure improvements and targeted training to enable rural SMEs to utilize digital tools effectively. Support programs tailored to rural contexts are essential for implementing these strategies successfully. Future research should explore hybrid marketing strategies' long-term impacts and adaptability in various rural settings.

INCREASING THE EFFICIENCY OF MANAGEMENT OF THE PERFORMANCE OF MARKETING ACTIVITIES OF THE ENTERPRISE IN THE CONDITIONS OF DIGITALIZATION AND THE POST-WAR PERIOD

The article defines the main directions of digitization of the management of the effectiveness of marketing activities of the enterprise. The purpose of the article is to justify proposals for improving the digitalization of the document flow system of marketing business processes due to its design in terms of the main directions of the company's marketing activities, to determine the role of digital marketing tools in managing the effectiveness of marketing activities. The components of document flow systems of marketing business processes have been studied. It is shown that digitalization contributes to increasing the effectiveness of marketing research and justification of marketing decisions. It was determined that the combined use of traditional and digital marketing tools allows for a synergistic effect in managing the effectiveness of marketing activities. The expediency of designing a document flow system of marketing business processes in terms of the main directions of the enterprise's marketing activity (development of product, price, sales, communication policies, marketing management), as well as points of interaction of the functional subsystem of marketing management with the functional subsystems of production, personnel, finance and innovation management is shown. It is shown that the digitalization of marketing performance management is an integral part of the company's digitalization strategy. It was determined that the classification of companies depending on the level of innovative activity is more appropriate for the study of innovative marketing strategies of Ukrainian enterprises. It was determined that in the post-war period, the main threats to the enterprise are the destruction of logistics chains, the shortage of own funds of enterprises and the difficulty of obtaining credit funds, the complication of business conditions due to state policy, and a high degree of uncertainty in the business environment. In such conditions, the tools of digital technologies make it possible to increase the effectiveness of managing the effectiveness of marketing activities and more rationally distribute the limited marketing budget.

Digital Marketing Strategies for Traditional Buyi Ethnic Clothing Enterprises in Guizhou

With the advent of the digital age, traditional clothing enterprises are facing a transformation in their marketing strategies. As an important carrier of ethnic cultural heritage, the implementation of digital marketing strategies for traditional Buyi ethnic clothing enterprises in Guizhou is particularly crucial. This paper aims to explore the application of digital marketing strategies in Buyi ethnic clothing enterprises, to assist these enterprises in better utilizing digital marketing tools, enhancing brand awareness, and improving market competitiveness.