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Marketing Strategies Adopted by Companies in an Economic Downturn Caused by COVID-19: A Case Study of Bosideng
- 1 College of Economic and Management, Northeast Normal University, Changchun, China
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Abstract
The global economy has been significantly impacted by the repercussions of the COVID-19 pandemic. In this pivotal context, some companies have survived while others have failed. Several research have demonstrated that effective marketing strategies and brand management can help companies to survive an economic crisis by responding to changes in consumer behaviour during an economic downturn. Nevertheless, with a particular focus on the 2008 financial crisis, the current studies have not yet explicitly sorted out the marketing strategies in an economic downturn caused by COVID-19. So how can companies survive the economic crisis caused by COVID-19? This study, with Bosideng as a case study, has identified that companies should conduct comprehensive market research to respond to changes in consumer behaviour, offering superior-quality products via online channels with differential pricing strategy, and enhance brand awareness through the implementation of strategic marketing activities, which can facilitate the development of stronger customer relationships.
Keywords
economic downturn, marketing strategies, Bosideng
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Cite this article
Wu,R.I. (2025). Marketing Strategies Adopted by Companies in an Economic Downturn Caused by COVID-19: A Case Study of Bosideng. Advances in Economics, Management and Political Sciences,182,1-9.
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Volume title: Proceedings of the 3rd International Conference on Financial Technology and Business Analysis
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