Investigation for Marketing Strategies in the Digital Economy——Based on Mercury Home Textiles

Minchun Lo; Yuxiang Cheng

doi:10.54097/hbem.v14i.8932

Authors

Minchun Lo
Yuxiang Cheng

DOI:

https://doi.org/10.54097/hbem.v14i.8932

Keywords:

Marketing Strategies, SWOT analysis, Digital Economy.

Abstract

Our country is currently undergoing a digital economic transformation across various industries. As a traditional and popular sector, household textiles are also facing opportunities and challenges. This article utilizes the SWOT analysis method to explore the marketing strategies of Mercury Home Textile, the industry's leading enterprise, in the context of the digital economy. In the market, Mercury Home Textile has a number of benefits. The business has a vast distribution network that enables it to reach a sizable consumer base and realize economies of scale. However, For small and medium-sized textile businesses, the ongoing decline of the old economy and the unexpected rise of the digital economy create difficulties for transformation and upgradation driven by technical innovation. Mercury Home Textile also has to contend with the rapid rise of e-commerce and social media, as well as fierce rivalry in the textile business. It is crucial to improve its marketing strategy based on digitization.

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