Marketing Strategy Innovation Research Articles

Marketing Strategy Innovation: A Study on Costa's Brand Power Enhancement in China

With the development of the times, Chinese people's demand for coffee has increased, which also makes the coffee industry develop rapidly. Tens of thousands of coffee shops are increasing their number every day. However, there is one coffee shop that is gradually disappearing from the Chinese landscape: COSTA. The purpose of this study is to take COSTA as an example to study the characteristics of the development trend of the coffee industry. This study analyzes the reasons behind the large reduction in the number of COSTA stores in China from the perspective of marketing management strategies, and further studies are divided into marketing and product sectors. This study concludes that the reason for the decrease in the number of COSTA stores is the lack of innovative and trendy taste designs and the adjustment of localized taste habits. The environment of offline stores does not have a local festival atmosphere and diversified service provision. At the same time, this study also puts forward suggestions for COSTA's future development, such as adjusting brand taste, localization of product design, and innovation based on hot topics in China. The study hopes to provide references for COSTA and other coffee shops in the same industry.

Exploring the Influence of Natural Language Processing Technology on Marketing Strategy Innovation Management in Emerging Markets for Multinational Corporations

Exploring the Influence of Natural Language Processing Technology on Marketing Strategy Innovation Management in Emerging Markets for Multinational Corporations

Research on Marketing Strategy Innovation Under the Background of “Internet Plus”

Research on Marketing Strategy Innovation Under the Background of “Internet Plus”

Strategi Pelatihan Penginovasian Kerajinan Anyaman Pandan Guna Meningkatkan Komunitas Standar Produk di Pemasaran Mancanegara

The problem to be discussed in this research is to find out the training strategy for innovation of pandan weaving to increase the product standard community in overseas marketing as well as the marketing strategy for innovation of pandan weaving to increase the product standard community in international marketing. The research method used in this research is a qualitative method with a descriptive approach. . The research results that have been found in this research are: 1). Organizing Innovation Training on Pandan Woven to improve community product standards in international marketing is: a. Selection of Raw Materials b. Cutting, slicing, forming c. Weaving and forming innovation d. The final stage is the finishing process which is the final process from which the previous stages have been completed. The raw model of pandan that has become tanned can be seen in terms of shape, quality of workmanship as well as physical appearance or finishing. 2. Marketing Strategy Innovation of pandan woven to improve product standard communities in international marketing, namely: 1) Needs, Demands and Desires. 2) Satisfaction, value, products and costs, where the fulfillment of needs and desires must have a relationship with products and services. 3) Transactions, Relationships, and Exchanges. and 4) Marketers, marketing and markets, marketing via social media will influence external factors that influence consumer perceptions of a product, which will then influence consumer buying interest.
 

Analysis of Enterprise Management and Marketing Strategy Innovation Based on Big Data Era

Abstract The improvement of the level of informationization and the development of network science and technology have prompted the transformation of marketing methods, and the requirements of the market for the management of enterprise marketing strategy are also improving. This paper integrates the process of enterprise management and enterprise marketing strategy construction, and constructs the model of continuous marketing ability according to the system of enterprise marketing strategy operation ability and marketing strategy construction process, and constructs the model of enterprise management and enterprise constant marketing ability. From the perspective of resources and competition, the enterprise marketing power model and marketing resource allocation model are proposed and analyzed. Combined with the market research data, the user groups of R Vehicles Ltd. are characterized. With the help of LDA method, the theme capture of multi-platform user evaluation text is carried out to establish the product word-of-mouth marketing model. According to the enterprise marketing grid resource demand, BP neural network is constructed to predict the enterprise marketing expenses and evaluate the efficiency of marketing resource allocation. The analysis shows that the company’s marketing staff salary accounts for 0.4909 of the total marketing resources, resulting in a waste of resources, and thus the company should adjust the ratio of marketing resource allocation, focusing on the input to output ratio.

Study on marketing strategy innovation of mobile payment service under internet environment

Study on marketing strategy innovation of mobile payment service under internet environment

Implementation of Marketing Strategy Innovation and Business Model Development: Study of SMEs in Tourism Village

This research aims to formulate marketing strategies and develop business models for SMEs in Tourism Village, that is Ngargogondo Village. This research was conducted based on a qualitative descriptive approach for exploratory purposes. Primary data was obtained based on interviews and observations, secondary data was obtained from literature and government documents. Data was analyzed based on SWOT analysis and Business Model Canvas (BMC). The research results show that SMEs in Ngargogondo Village need to improve product aspects, marketing communication aspects and distribution aspects. The products offered require increased innovation and diversification to support the value proposition. In marketing, social media influencers are needed to increase audience awareness of these SME products and to improve distribution channels. The research results provide managerial implications for SME owners to implement innovative marketing strategies. By implementing the proposed strategy related to marketing aspects, SMEs in Ngargogondo Village are expected to develop and be sustainable to support Borobudur as a national tourism strategic area. The research results also provide theoretical implications in the form of methods that can be used to formulate marketing strategies and develop SME business models. Future research can replicate the method or combine it with other strategy formulation tools.

Research on Marketing Strategy Innovation of Agricultural Products under the Background of Digital Economy

Based on the research background of digital economy, this paper puts forward the basic idea of agricultural products marketing model, focusing on the key words of "flow", "big data", "cross-border" to promote the innovation of agricultural products marketing strategy. And on this basis, this paper explores five modes of agricultural products marketing innovation: promoting the whole process of visual marketing of agricultural products, relying on social platform personal IP marketing of agricultural products, live broadcast + factory + farm marketing mode, agricultural products crowdfunding platform sales mode, agricultural products + adoption marketing mode and agricultural products F2C marketing mode. In order to effectively promote the operation of these modes, this paper also puts forward three countermeasures and suggestions from the aspects of brand building of agricultural products, value perception of agricultural products and innovation of agricultural products consumption scene.

Research on Innovation in Nescafe's Marketing Strategy

Coffee has become one of the world's most famous beverages, and more engineers are edging towards designing more coffee products. The high demand has attracted more people to build their own coffee brands, which makes the competition in the coffee industry more intense. Despite such fierce competition, Nescafe is earning high revenues. This paper will discuss the innovation in the marketing strategy of Nescafe. Firstly, through the website search, we have analyzed the characteristics of most coffee types, and the comparison can highlight the advantages of the coffee types introduced by Nescafe. Secondly, based on the information collected from some articles, more about the marketing model of different coffee shops is unearthed. However, when compared to traditional online and offline marketing of coffee shops, Nescafe's innovative marketing strategy is superior. In conclusion, the high revenue gained by Nescafe is attributed to mainly two reasons, product design innovation, and marketing strategy innovation. Also these two innovation can be conclude as disruptive innovation.

Research on Tourism Marketing Strategy Innovation in New Media Era

The new media environment is accepted and loved by an increasing number of audiences for its characteristics of media individuation, diversified forms and dynamic information dissemination. Tourism destination publicity and marketing are the traditional core functions of competent departments. However, with the background of the rapid development of new media, there is a problem that how to adapt to and effectively use new media channels needs to be faced at present. Relying on new media to carry out marketing strategy innovation of tourist destinations, which is of great help to do a good job in the promotion of tourist destinations, improve their reputation and influence. In terms of this, this paper starts with the elaboration of new media and tourism destination marketing, discusses the characteristics of tourism marketing under the new media environment and the main marketing forms of new media, hoping to find effective innovative development strategies for the publicity and marketing of tourism destinations.

Study on marketing strategy innovation of mobile payment service under internet environment

Study on marketing strategy innovation of mobile payment service under internet environment

Development of Traditional Herbal Medicine through Product Innovation and Marketing Innovation using Business Model Canvas Analysis

The Covid-19 pandemic has had a major impact on the world economy, including Indonesia. Large, medium and small scale companies must make various adjustments including product innovation and marketing strategy innovation to face the current economic conditions. One of the small industries affected is herbal medicine business. The purpose of this research is to develop a traditional herbal medicine business through product innovation and digital marketing strategy innovation to increase consumer buying interest and product selling value using business model canvas analysis and SWOT analysis. This study used descriptive qualitative method and literature study. Data collection techniques using in-depth interviews, observations, and questionnaires for herbal medicine makers, sellers, and consumers. The results show that product innovation and marketing innovation can increase consumer buying interest and increase the selling value of the product. The conclusion of this study, herbal medicine is a traditional drink that can compete and survive the economic crisis through product innovation and marketing innovation that continues to be developed

The Effect of Cafe Mobile App’s Convenience Service on Perceived Value and Reuse Intention

In this study, based on previous studies, we examine the causal relation model that influences reuse intention, which is a dependent variable through perceived value as a parameter by measuring the service convenience for cafe mobile application. The questionnaires were surveyed by an online company(EMBRAIN). Online research was conducted for one week from October 26 to November 8, 2018. There are 13 items of the collected data were excluded and 324 items suitable for irradiation were used. After data collection, frequency analysis was performed on the general characteristics of questionnaire survey using SPSS, and data conclusions were derived by verifying reliability and validity of data and hypotheses. Study results show that service convenience of cafe mobile application has a positive effect on perceived value and reuse intention. In addition, in the relationship that cafe mobile app’s service convenience has a significant (+) influence on reuse intention, perceived value proved to have meaningful results as intermediary roles. Implications of this study are as follows. First of all, this study will be helpful for cafe companies and consumers if utilize the service convenience of cafe mobile application in perceived value and reuse intention in marketing applications. Therefore, theoretically, we propose the development direction of cafe mobile application and present academic data for marketing strategy innovation and competitive advantage in the food service industry that conforms to the fourth industrial revolution era.

Research on Marketing Strategy Innovation of Xi’an Small and Medium-sized Private Enterprises in New Media Era

With the rapid development of new media, new media applications have penetrated into all aspects of business. For private SMEs, in the new media era, how to meet the needs of enterprise development and promote the innovation of marketing strategy is very important. By using the research methods of literature, questionnaire investigation and interview, this paper discusses the impact of new media on enterprise marketing, analyzes the current situation and existing problems of marketing of private small and medium-sized enterprises in Xi'an. In the end, suggestions to the marketing strategy innovation of private SMEs in Xi'an are put forward in the thesis, which intends to provide some references to marketing innovation of local private SMEs.

Research on Operating Performance and E-business Marketing Strategy in Retail Enterprises based on Online Shopping

In recent years, with the rapid development of internet technology, enterprise business model has entered a new century. The emergence of network economy has forced retail enterprises to change the original marketing mode, global information resources can be shared instantly, which greatly improve the operational efficiency and reduce the cost. In this paper, we analyze the influence factors that impact on retail enterprises based on consumers online shopping behavior, survey data from small and medium enterprises. The result shows that macro environment factors, market competition, enterprise self factors will affect the enterprise's e-commerce performance, and significantly promote the enterprise's market strategy innovation. Therefore, it is an important way to improve the competitiveness of enterprises by carrying out the E-business market strategy.

Micromax Informatics Ltd: Marketing strategy for emerging markets

Subject area Marketing strategy, strategic innovation. Study level/applicability Strategic brand management or marketing strategy courses at MBA level. Case overview It seemed likely that a company with the highest number of product variants would consider product innovation to be its key source of sustenance in a crowded marketplace. Especially so, when the local and global competition was hotting up to a new launch every week. In the case of Micromax, a mobile handset maker from India tried to drive home the point that sustainability in emerging markets did not lie in inventing a new technology like Apple or Nokia or Sony did, albeit accompanied with a premium price tag. For the emerging markets, it was important to optimize the offering for the consumers. Strategic optimization could result from bridging the gaps in performance, infrastructure and organization design, which came naturally to this marketing-savvy mobile maker. Any company could make a cost-effective phone, but few could position, brand and sell it the way Micromax did. Shubhodip Pal, Head of Marketing at Micromax Informatics Pvt Ltd, India, pondered the marketing strategy which could pave the way into maintaining the company's national leadership position while creating a roadmap for its global foray. For Micromax, marketing strategy innovation, and not product innovation, would fulfil the goal of long-term growth in India and overseas markets. Expected learning outcomes The students studying this case are expected to learn: marketing strategy in emerging markets such as India, marketing strategy as the critical success factor for upcoming Indian companies rather than product innovation and doing business in emerging markets. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Chinese Enterprises’ Marketing Strategy Innovation Under the New Economic Environment

As China’s 40th reform and opening-up anniversary approaches, earthshaking changes have taken place in China’s corporate marketing. In the past 30-odd years, Chinese enterprises have taken an imitation path most of the time. However, after entering the 21st century, is the path still applicable to Chinese market? With accelerated global economic integration, does the path still meet the demands of Chinese market? Should it keep copying or open up a way of innovation? Domestic and foreign experts and scholars as well as the corporate circle provide their own opinions. China has its own conditions and market status. However, on the contrary, numerous Chinese enterprises can’t combine the path with their actual conditions, which is fatal to an enterprise. Temporary prosperity doesn’t necessarily make Chinese enterprises “evergreen trees”. Advanced economy with rich cultures is one of market economic forms. Such economy is innovative and its function is to promote constant growth and sustainable development of market economy. Hence, under the new situation of knowledge-based economy, enterprises’ ability is determined by their innovation ability.