Analysis of Innovative Paths for Enterprise Marketing Management Development Strategy under the Background of New Media

From the perspective of enterprise marketing strategy planning,innovative research should be conducted based on the current trends in new media.The findings should be applied to practical activities within enterprises to achieve innovation in marketing strategy decision-making in the new media environment.Enterprises should adopt advanced communication transmission technologies and big data processing capabilities to effectively leverage the hidden value and promotional planning advantages of network media platforms.This approach can enhance customer loyalty and increase demand for new products.Enterprises should integrate into the continuously evolving new media landscape,explore their potential business characteristics,and innovate promotional methods.By effectively combining product information with digital media content,companies can ultimately achieve significant increases in corporate interests.

Innovative Research on Enterprise Marketing Strategies under the Background of New Media

Marketing is one of the comprehensive development strategies for production-oriented and service-oriented enterprises, and it is also an effective path to increase income and revenue for enterprises. By operating and selling the main products, services, cultural concepts, and many more of the enterprise in a market-oriented manner. We aim to deepen the impression of the enterprise among consumers, enhance its market influence, and seek more opportunities for cooperation and development for the enterprise. However, with increasingly fierce market competition, traditional marketing models are no longer able to maximize their effectiveness. This article firstly analyzes the positive impact of new media background on enterprise marketing in expanding the scope of information release, improving marketing targeting, and creating new marketing platforms. Secondly, it explores the problems faced by enterprises in the current marketing process, such as outdated ideological concepts, insufficient team building, and rigid marketing content. Finally, strategies such as updating marketing concepts, strengthening team building, and innovating marketing content were proposed to provide some reference and inspiration for enterprises to smoothly promote marketing work under the background of new media.

The Impact of Short Media Videos on Urban Tourism Marketing:Taking Zibo and Xi'an as Examples

In the era of new media,short videos as an innovative means of communication have led to significant changes in the promotion strategies of tourist cities.The prosperity of the tourism industry has a significant driving effect on local economic growth,and marketing strategies are the key to the progress of the tourism industry.Through efficient marketing methods,the visibility of tourist attractions and cities can be significantly improved,thereby attracting more tourists and injecting new vitality into the local tourism industry and the overall economy.At present,with the rapid development of short video platforms such as TikTok and the sharp increase in the number of users,short video marketing has gradually received widespread attention from industry professionals and the general public.Some cities have achieved good results in tourism marketing implemented with the help of short video platforms,prompting more cities to use short videos for marketing activities.However,short videos also negatively impact urban tourism marketing,reducing the appeal of TikTok marketing to audiences.Therefore,this article conducts in-depth research on the impact of short video media on urban tourism marketing,elaborates on the advantages,analyzes the impact,proposes strategies for the application,and hopes to provide a reference for cities to use short videos for tourism marketing.

Future Directions of Quinoa Research and Innovation

Quinoa research aims to deeply understand its nutritional value,develop planting techniques,and explore food applications to promote quinoa industry development and improve human health.Future research directions include further exploring nutritional functions,adaptive breeding,cultivation techniques and food processing of quinoa,so as to promote innovation and development in the quinoa industry.Expected outcomes include increased production,improved quality,expanded markets,diversified food sources,reduced environmental impact,and biodiversity protection.There are still challenges such as fluctuating market demand,resource constraints,insufficient nutritional knowledge,and fierce competition.Solutions may include education and publicity,diversified product lines,health certification and brand building,partnerships,new variety cultivation and sustainable farming,and resource sharing.Future research and practice will further promote innovation and development in the quinoa industry,making it one of the most important food and functional ingredients globally.

Evolution of Handicraft Industries in the Textile Sector in Saudi Arabia: A Comprehensive Analysis of Trends and Innovations

This review explores the evolution of the textile handicraft industry in Saudi Arabia, emphasizing its cultural and economic significance. The study highlights the transition from traditional practices to modern innovations and examines the impact of globalization and technological advancements on the industry. Key innovations are discussed, demonstrating their role in enhancing textile production while preserving cultural heritage. Major challenges, such as competition from industrial textiles and the need for sustainable practices, are identified. Opportunities for growth are explored, including leveraging tourism and international markets to promote Saudi handicrafts. The social and cultural impacts of the sector are underscored, particularly in sustaining community traditions and providing economic opportunities for artisans. Strategic recommendations for supporting and advancing the industry are offered, ensuring its continued relevance and sustainability in a rapidly changing global market. This analysis provides a robust framework for understanding the current state and future potential of Saudi Arabia’s textile handicraft industry.

Research on New Media Marketing Strategy of Quzhou Jianglang Mountain Scenic Spot Based on 4R Marketing Theory

With the increasing popularity of new media,new media marketing plays an increasingly important role in the marketing of tourism scenic spots,bringing a new marketing opportunity to tourism scenic spots.Based on the 4R theory in marketing theory,this paper takes Quzhou Jianglang Mountain as the research object and finds that the following problems exist in the new media marketing of Quzhou Jianglang Mountain:1.The new media users are not closely enough connected;2.the response to the new media market changes is not fast enough;3.the new media marketing relationship interaction is not timely enough;and 4.the return of new media marketing is not ideal.The new media marketing strategy of Quzhou Jianglang Mountain Scenic Spot is proposed from four perspectives:association,reaction,relationship,and return.Finally,the research on the new media marketing strategy of Quzhou Jianglang Mountain Scenic Spot based on the 4R theory is summarized.

Generational Dynamics of Innovation Adoption in Chinese Consumer Markets: A Comprehensive Analysis

This extensive and comprehensive study delves into the intricate dynamics of generational responses to innovative marketing strategies within the dynamic landscape of the Chinese consumer market.Given China’s rapid economic growth and technological advancements,it has become imperative for businesses and marketers to grasp how different generations engage with marketing innovations.This study encompasses Baby Boomers,Generation X,Millennials,and Generation Z,each shaped by unique life experiences and societal contexts,resulting in distinct preferences and behaviors.Furthermore,the study offers a thorough analysis of how diverse generations in China interact with and respond to innovative marketing strategies,providing academic researchers and businesses operating in the rapidly evolving Chinese consumer marketing landscape with actionable insights.Understanding these generational dynamics is crucial for developing marketing strategies that resonate with diverse generational segments and harnessing the power of technology to connect with consumers across all age groups.The dynamic landscape is further enriched by the proliferation of digital technologies,social media platforms,and e-commerce ecosystems.This study scrutinizes how these generational cohorts interact with innovation in marketing,considering preferences,technological adoption patterns,cultural influences,and attitudes toward trust and privacy.Additionally,it examines generational disparities in marketing channel preferences,offering valuable insights for companies aiming to tailor their marketing strategies to effectively engage diverse generational segments in China.Importantly,this research underscores the strategic significance of understanding generational differences in marketing innovation adoption.It emphasizes that this knowledge is not solely an academic pursuit but rather a critical necessity for companies seeking to thrive in one of the most competitive consumer markets globally.By acknowledging and responding to the distinct preferences and behaviors of various generational cohorts,businesses can forge meaningful connections,optimize return on investment,and adeptly navigate the evolving consumer landscape.

Analysis of Enterprise Marketing Strategy Optimization from the Perspective of New Media

With the advent of the economic era of“Internet+,”new media has become a new means of enterprise marketing by virtue of its own advantages,including fast communication speed,diversified communication channels,low cost,and novel content.Enterprises should actively integrate into the new media era,constantly improve their cultural soft power and new media marketing ability,build new marketing systems,set up professional new media marketing teams,and further improve their marketing ability;innovate new media marketing content,attract consumers’attention,and expand the audience group;open up new media marketing channels,carry out diversified marketing,comprehensively enhance their marketing ability,and succeed in the fierce market competition.

On the Innovation of Marketing Channel Modes of China's Seed Industry

In China,the seed industry has fierce competition. The situation of homogeneous management and homogeneous products is serious. A key problem is simple and outmoded marketing channel of seed. It threatens sustainable development of seed enterprises. At present,the two-level distribution channel of seed industry has problems of similarity,low access threshold,and unfair benefit distribution,and thus urgently needs innovation. The innovation of distribution channel is inevitable requirement for promoting reorganization of China's seed industry and building of new order,is necessary weapon for dealing with trans-national seed industry competition,is essential measure for lifting the overall service level of seed industry,and is also essential means for conforming to stage development of China's agriculture. The innovation of seed marketing channel should consider changes of future agricultural development,deep-level demand of industrial market and services,scitech development level,fair distribution of industrial profit,and differentiated competition. It is recommended that channel innovation should follow the flat principle,have new and unique conception,give full play connection advantage of marginal industry,realize complementary advantages and mutual promotion,strengthen service awareness,combine with agricultural development trend,and seek sci-tech innovation of channel carrier- variety.

The Marketing Innovation of Library

The marketing innovation of library has become a focus problem in the construction of public cultural service system in China.The library carries the main content of public cultural services.How to effectively enhance the role of library in the construction of public cultural service system has become the core issue of both theory and practice.This article,through the analysis of the library in the process of building public culture service system of the status and role,present situation,and development trend,studies the main ideas and important point of view of the library in the construction of public cultural service system of marketing innovation service and puts forward the strategies and suggestions of the library in the construction of public cultural service system to realize the marketing on the development of innovation.

The innovation of China＇s farm products marketing

Aimed at the current actuality of farm products in China, the key point is the innovation of marketing if we want to share farm products market. This article discusses on four aspects： The innovation of both tactics and strategies of the farm products marketing; using the new marketing means, selling the products on Internet; improving the standard of the products, opening out the green products; the new sale mode. This article will give the active effect for the China＇s farm products market ing.

A Discussion on Entrepreneurship, Creativity, and Innovation Applied to International Marketing

This article seeks to discuss the importance of the need to undertake, create, and innovate in Administration, especially considering the international market. For development, it is presented in a contextualized manner, the evolution of organizations throughout the ages and its importance in an economic and social point of view. Within this vision, the entrepreneur is differentiated from the business person, evidencing the individual entrepreneur and the creative economy as fomenters of new business opportunities. In a society in which there are no more borders, only the political and cultural ones, enterprise, creativity, and innovation become necessary as a means for differentiated and sustained growth, especially considering domestic and international competition. As human skills applied to the professional field, people can use them in a handcrafted and differentiated manner, to render the strategies of the actions into ways of modeling businesses and solutions, thus reaching a state of the art.

Application of Internet of Things Technology in Enterprise Marketing Management Innovation

Marketing is a very important part of an enterprise.A rational and scientific marketing management can not only reduce the cost of enterprise sales,but also greatly improve the competitiveness of enterprises.The purpose of this paper is to study the innovative application of enterprise marketing management based on the Internet of Things technology.The most suitable competitive strategy of the company is put forward as the centralized strategy.And put forward the clear strategy implementation details,introduced the current situation and history of the Internet of things,and combined with the development status,put forward the necessity of the enterprise marketing management system based on the Internet of things technology.It provides a guiding direction for most enterprises to formulate business competition strategies.The theory and technology used in system development are introduced,including C/S structure,B/S structure,NET Framework,AJAX technology,and database technology.The system design process is introduced in detail,including business process design,architecture design and system operation planning.The functional test cases and test environment for system testing are introduced.The results show that when 200 people log in at the same time,the response time is 1.5 s.

Investigating the mediating role of innovation capabilities in relationship between strategic orientation and market performance: a case study of Tabriz State Hospitals

Introduction:Innovation is the creation of new products,services,processes or systems that first begin with a thought and is put into operation after successful implementation.This research aims to investigate the mediating role of innovation capabilities in relationship between strategic orientation and market performance in Tabriz state hospitals.Methods:This study is an applied research in terms of the purpose and it is a descriptive-correlative research in terms of methodology.The statistical population involves the staff of Tabriz state hospitals consisting 362 individuals who were selected randomly.A questionnaire was used to collect data from statistical sample.The strategic orientation was operationally defined based on Laek Cannon et al.’s(2011)model,innovation capabilities were defined based on Jimens-Jimens and Sanz Vale’s(2010)model and market performance was defined based on Hajipour et al.’s model(2012).Results:The results showed that the value of CHI SQUAR/DF for the estimated model is 0.817 which indicates the proper fitness of the model.Considering the standardized factor loads and meaningfulness coefficient it can be suggested that strategic orientation affects market performance with the mediating role of innovation capabilities.Meanwhile,the effect of strategic orientation and innovation capabilities on the market performance was confirmed based on the linear regression results.Conclusion:Innovation capabilities play an active role in the relationship between strategic orientation and market performance.Therefore,senior management of organizations needs to work to improve their performance by supporting the ability to innovate and formulating and implementing strategic orientations.

Technological Innovation of Agricultural Products Processing Enterprises from the Perspective of Modern Marketing——A Case of Agricultural Products Processing Enterprises in Hubei Province,China

The science and technology development of agricultural products processing enterprises in Hubei Province is analyzed.From the perspective of modern marketing,problems in the research and development work of agricultural products processing enterprises are analyzed from the aspects of market,personal training and technology radiation,which are mainly the lack of close connection with market.Countermeasures for the technological innovation of agricultural products processing enterprises are put forward,such as establishing modern enterprise culture with innovative features,strengthening the market benefits of brand,constructing a comprehensive customer orientation information platform,scientifically predicting and developing the market,doing well in market positioning of enterprise,selecting corresponding technology innovation strategy,taking technological innovation strategy as the basis,realizing the transformation from "4P" marketing combination to "4C",cultivating technical personnel,and realizing the integration of professional skill and marketing ability.

Technological innovation,market proximity,and China's industrial green development

Due to environmental damage and natural resource scarcity,the promotion of industrial green development to spur the industrial economy is of concern to many countries.We construct a theoretical framework of technological innovation,market proximity,and industrial green development and subsequently test it empirically.First,the results reveal that technological innovation is beneficial to industrial green development;technological innovation has a positive impact on industrial green development in adjacent regions through technology spillover,but human capital spillover has the opposite effect;the international market can effectively promote industrial green development,but the domestic market does the opposite.Second,the interaction between technology spillover,human capital spillover,and domestic and international markets is beneficial to industrial green development.However,the interaction between domestic and international markets imposes an inhibitive effect on industrial green development.Based on the findings,we make recommendations to improve the level of industrial green development.

COVID‑19 pandemic and the crude oil market risk:hedging options with non‑energy financial innovations

This study examines the hedging effectiveness of financial innovations against crude oil investment risks,both before and during the COVID-19 pandemic.We focus on the non-energy exchange traded funds(ETFs)as proxies for financial innovations given the potential positive correlation between energy variants and crude oil proxies.We employ a multivariate volatility modeling framework that accounts for important statistical features of the non-energy ETFs and oil price series in the computation of optimal weights and optimal hedging ratios.Results show evidence of hedging effectiveness for the financial innovations against oil market risks,with higher hedging performance observed during the pandemic.Overall,we show that sectoral financial innovations provide resilient investment options.Therefore,we propose that including the ETFs in an investment portfolio containing oil could improve risk-adjusted returns,especially in similar financial crisis as witnessed during the pandemic.In essence,our results are useful for investors in the global oil market seeking to maximize risk-adjusted returns when making investment decisions.Moreover,by exploring the role of structural breaks in the multivariate volatility framework,our attempts at establishing robustness for the results reveal that ignoring the same may lead to wrong conclusions about the hedging effectiveness.

Cooperative Innovation in a Supply Chain with Different Market Power Structures

This paper studies firms’ innovation behavior in a supply chain where two firms first invest to reduce component’ cost according to different innovation modes (non-cooperative innovation, sequential innovation, and cooperative innovation) and then decide the prices according to different market powers (Supplier-Stackelberg, Manufacturer-Stackelberg, and Nash). We find that both the supplier and the manufacturer make more innovation efforts and profits under sequential innovation than under non-cooperative innovation when the market power is any one of three structures. Moreover, the firm prefers to invest as the follower in sequential innovation. We also show that the firms are easy to achieve cooperative innovation under symmetrical power market structure than asymmetrical power market structure. By using a concept named innovation-desirability-index that measures a firm’s desire to innovate in the supply chain, we show that it is optimal for a firm in the chain to cooperate with such a firm whose market power is close to his own if the innovation-desirability-index is higher, otherwise with such a firm whose market power is lower to his own.

Market Demand,Technological Innovation and Development of China's Strategic Emerging Industries

Strategic emerging industries have become an important engine of economic growth and main power to boost improvement.We gather panel data of 31 provinces and cities in China from 2003 to 2013,and empirically analyze the impact of market demand,R&D investment,technology innovation and new products output on the development of China's strategic emerging industries. The results suggest the growing domestic and international market demands are main factors to the development of strategic emerging industries.R&D investment,technology innovation and new products output also play important roles in promoting the development of strategic emerging industries. The objective conclusions are obtained through theoretical and empirical analyses.

Research on the effects of command-and-control and market-oriented policy tools on China's energy conservation and emissions reduction innovation

The impact of environmental regulation on technology innovation is a hot spot in current research where a large number of empirical studies are based on Porter Hypothesis(PH). However, there are still controversies in academia about the establishment of "weak" and "narrow" versions of PH. Based on the panel data of application for patent of energy conservation and emission reduction(ECER) technology of Chinese city scale during 2008-2014, comprehensive energy price, pollutant emission, etc., mixed regression model and systematic generalized method of moments method were adopted, respectively,to study the impact of market-oriented and command-and-control policy tool on China's ECER technology innovation. The results show that the environmental regulation hindered the technological innovation in the immediate phase; however, it turned out to be positive in the first-lag phase. Hence, the establishment of "weak" PH is time-bounded. The command-and-control policy tool played a more positive role in promoting technological innovation in the first-lag phase than market-oriented policy tool. Therefore, "narrow" PH is not tenable. The reason is that the main participants of China's ECER technology innovation are state-owned companies and public institutions. Regionally speaking, the impact which command-and-control policy tool has on technological innovation at sight was nonsignificant in the eastern, the central, and the western regions of China whilst market-oriented policy tool had a negative effect. And market-oriented policy tool in the central region had strongest negative effect, which would diminish in the eastern region and become weakest in the western region. This was related to regional energy consumption level and the market economic vitality.