Optimizing Marketing Strategies Through Industrial Structure Adjustments in the Digital Economy
DOI:
https://doi.org/10.51699/ijbde.v4i1.222Keywords:
Digital Economy, Industrial Structure Adjustment, Financial Institutions, Marketing Strategy Optimization, Information Management Technology, Digital Transformation, Data Analytics, Resource Integration, Brand Enhancement, Marketing DifferentiationAbstract
This study explores how changes in industrial structure influence the marketing mix components of financial institutions in the digital economy, focusing on the role of information management technology. While traditional marketing strategies are well-documented, their adaptation to digital transformation and evolving industrial dynamics remains underexplored. Addressing this gap, the research aims to evaluate the optimisation of marketing strategies in response to digitisation. Using longitudinal quantitative analysis of 33 financial institutions from 2018 to 2022, the study applies advanced data analytics and a judgment matrix to assess factors such as resource integration, brand differentiation, and performance enhancement. Results reveal that marketing accuracy and efficiency can exceed 80% when digital technologies are strategically applied. These findings highlight the transformative potential of digital tools in reshaping marketing operations and competitiveness. The study underscores the need for deeper digital integration and iterative strategic planning to sustain competitive advantages in financial services.
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