A Study on the Optimisation and Application of the 4P Marketing Strategy Theory in the Digital Economy Era

Bingchen Fu; Li Liu

doi:10.6918/IJOSSER.202605_9(5).0030

Authors

Bingchen Fu
Li Liu

DOI:

https://doi.org/10.6918/IJOSSER.202605_9(5).0030

Keywords:

4P marketing strategy theory, marketing, digital economy, optimisation and innovation.

Abstract

With the rapid development of the digital economy, the upgrading of consumer demand and the restructuring of the competitive landscape, the traditional 4P marketing strategy theory is facing numerous challenges and opportunities for restructuring. Based on classical theories of marketing, this paper systematically traces the origins and core essence of the 4P marketing strategy theory, thoroughly analyses the characteristics of the market environment in the digital economy era and its impact on the 4P marketing strategy theory, and proposes pathways for the optimisation and innovation of the 4P marketing strategy theory.

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