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The Exploration and Research Path Analysis of Digital Marketing Strategy STP+4P Upgrading

Wenjuan Zhu

Abstract


It discusses how to upgrade the traditional STP+4P marketing strategy, including the development of product strategy to co-create. Pricing strategies are dynamic, contextual, and free. Digitalization makes the boundary between offline channel and virtual channel disappear and multi-channel integration becomes the key. Brand value Brand, RTB, DMP, DSP delivery strategy, etc. This paper tries to explore the three key points of the core paradigm of marketing strategy and find a new direction.


Keywords


Marketing Strategy; Digital; Product Strategy; Value; Brand

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References


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Wu HF, Wang KW, Zha SH. Enhancing social media competitiveness of small businesses: insights from small pizzerias[J]. New Redew of Hypermedia and Multimedia, 2014(20) : 225-250.




DOI: http://dx.doi.org/10.18686/fm.v8i1.6352

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