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. 14 , 13 September 2023
Open
Access | Article
Marketing in Times of Crises
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Abstract
Changes in the environment affect enterprises in different industries. The Covid-19 crisis has been a challenge for companies in recent years, and this article is based on it. This work analyzes Chinese companies in four different industries: LaoXiangji, Freshippo, Xibei, and Shanghai Mandarin Oriental Hotel; they all survived in times of crisis. Based on the analysis and further discussion of the four companies' responses and strategies in the face of COVID-19, enterprises may need to establish strategic alliances, meet the psychological needs of consumers, pricing strategies, and develop new business models. A hostile macro environment can lead to large numbers of companies going into debt and closing down. Therefore, leaders need to make decisions quickly and correctly. Although the suggestions are suitable for most industries, companies must consider the environment and industry characteristics to make unique decisions with competitive advantages to improve competitiveness and reduce the impact of the crisis.
Keywords
crisis, Covid-19, marketing strategy, survive
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)
- 978-1-915371-71-3
- ISBN (Online)
- 978-1-915371-72-0
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/14/20230803
- 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