Volume 182

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.

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