Probe - Accounting, Auditing and Taxation

Research on Corporate Brand Marketing Strategy under the Background of Digital Economy

Xiaoying Yang

Communication University of China

Hui Wang

Communication University of China

DOI: https://doi.org/10.59429/paat.v5i2.1398

Keywords: Digital Economy; Corporate Branding; Marketing Strategy

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Abstract

In the context of digital economy, the development of all walks of life has undergone tremendous changes, in order to obtain core competitiveness in the fierce market competition environment, enterprises must adapt to the development trend of the economic era, combine brand marketing work with digital economy, and constantly innovate and upgrade product and service forms of enterprise products to lay the foundation for brand marketing. Brand marketing content is more complex, including multiple aspects, involving multiple indicators such as the innovation ability of related brands, brand market ability and brand influence, which is conducive to reflecting the quality, marketing and culture of consumption. In the actual brand marketing work, the vigorous development of the digital economy has created the prerequisites for it. Therefore, enterprise managers should formulate scientific brand marketing strategies according to the actual situation of enterprise development and operation to promote their own healthy and sustainable development in the market economy.

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References

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