Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Business and Policy Studies
Series Vol. 9 , 13 September 2023
Open
Access | Article
Research on Marketing Strategies of Small and Medium-sized Enterprises in the Era of New Consumption--Taking Genki Forest as An Example
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Abstract
With the continuous popularization of network and 5g technology, Chinese society has gradually entered an era of new consumption. The economic contribution of small and medium-sized enterprises has always occupied a decisive position in society. Therefore, for small and medium-sized enterprises, what kind of marketing methods should be adopted to stabilize their position in the wave of new consumption has become a hot topic. In this article, we will take the enterprise Genki Forest, which is very popular in recent years, as an example, and analyze its marketing methods in the new consumption era with the help of marketing models. In the research, we found that the main target customers of Genki Forest are young female consumers. It makes full use of the network platform, including live broadcast, short videos and other ways to carry out advertising promotion. At the same time, it sold both online and offline, and form its unique brand characteristics. The purpose of this study is to give other small and medium-sized enterprises suggestions on marketing, so as to help them take advantage of the new consumption era and improve the sales of products. In conclusion, small and medium-sized enterprises need to form their own features and develop more platforms to increase brand visibility.
Keywords
new consumption, marketing strategy, Genki Forest
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-915371-45-4
- ISBN (Online)
- 978-1-915371-46-1
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/9/20230370
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited