Research On Digital Marketing Strategy Of YonYou Company(A Case Study)

We have fully entered the digital age.Marketing-related elements such as customer demand,purchasing behavior,transaction channels,consumption scenarios,experience paths etc.are self-optimizing and transforming with intelligence and data as the core.The trend of marketing intelligence is becoming increasingly important.This paper adopts single case study method and takes Yon You as a case study object to research on digital marketing practice,analyze and build digital marketing strategy models for B2 B enterprises.Based on deep insights into the marketing environment changes in the digital age and with new marketing trends and concepts,research shows successful transformation of digital marketing is based on redeveloping a new thinking system.The strategic innovation of 5R strategic model of digital marketing for B2 B enterprises proposed by Yon You company is based on the comprehensive integration of core concepts of digital marketing,precision marketing,and relationship marketing.This model is of great reference value in respect of the formulation and implementation of digital marketing strategy for most B2 B enterprises.Meanwhile,the in-depth attempts and exploration of new technology applications,together with the construction of an integrated,real-time,intelligent digital marketing platform,are critical both to implement 5R strategic model and to successful transformation of digital marketing.This paper contains 25 figures and 38 references.