The Impact of Marketing
Marketing is the overall activity of a business to provide goods or services in order to meet the needs of consumers or users. Marketing strategy is the overall vision and planning of marketing efforts over a certain period of time within the concept of modern marketing, in order to achieve its business goals (Kotler, 2019). E.J. McCarthy (1960), a master of marketing management, defined marketing as the responsibility of business activities, which direct products and services from producers to consumers or users in order to meet customer needs and achieve corporate profits, and as a process of socio-economic activities aimed at meeting social or human needs and achieving social goals. Hilke (2008) describes how a marketing campaign can adjust the experience of pleasure experiments. The same wine, in the absence of additional information, is attached to different prices subject to taste. When additional information is provided, the assumed price is much higher; the difference, in fact, being equivalent to the added value of marketing to the product.
In essence, marketing through means such as guidance or stimulation, strives to convey a set of real, positive, unified interests to the consumer group, and in return profits through the return of the consumer group, the return of the user, and repeated purchases. In the context of a new generation business model based on a digital business model (Verhoef & Bijmolt, 2019), platforms (Muzellec et al., 2015), digital technology (Paiola & Gebauer, 2020) and data (Erevelles et al., 2016), marketing research provides a detailed analysis of customer and user behavior.
Marketing has changed dramatically over the past few decades, from one-way communication from company to consumer evolving into a dialogue between companies and consumers. Today, marketing communications are characterized by multidimensional conversations, products finding their voices, and consumers responding to them from the heart and subconsciously (Krishna, 2015).
In 2021, there were many successful marketing cases in the Chinese market, such as sports brand Hongxing Erke's donation to Henan in order to became the most traded domestic brand, reaching online sales of 10 million yuan literally overnight, and reviving its brand image which got outdated previously (HKT, 2021). The beverage and ice cream brand “Michelle Ice City” released a theme song that became popular nationwide, generating huge attention for the brand (Ye, 2021). The former brand became a love brand through corporate responsibility, the latter brand used auditory marketing to spread the brand culture to the public and managed to reinvent itself.