scholarly journals Optimization of Brand Marketing Strategy of Intelligent Technology under the Background of Artificial Intelligence

2021 ◽  
Vol 2021 ◽  
pp. 1-8
Author(s):  
Yishu Liu ◽  
Weixiong Chen
Keyword(s):  
Artificial Intelligence ◽  
Growth Rate ◽  
Marketing Strategy ◽  
Market Competition ◽  
Internet Technology ◽  
Smart Technology ◽  
Product Price ◽  
Technology Products ◽  
Brand Marketing ◽  
Intelligent Technology

With the progress of Internet technology and the rapid development of artificial intelligence, intelligent technology products rapidly grow up. However, influenced by many factors, the marketing status of this kind of products in recent years is not ideal, for example, big data leakage and other issues. Especially in recent years, because of the greater market competition, the marketing of intelligent technology brands is facing greater problems. The purpose of this study is to analyze the current situation of brand marketing of intelligent technology under the background of artificial intelligence and propose the optimization strategy of brand marketing of such products, so as to promote the continuous improvement of brand marketing effect of intelligent technology. Based on artificial intelligence and the concept of brand marketing, through intelligent technology brand marketing investigation and experiment, the intelligent technology brand marketing status and current problems are analyzed; from marketing, product type, and product price, three angle analysis of the factors that influence the marketing and Internet marketing, product quality, product pricing, and product development is put forward from the four angles of specific strategy of optimization of smart technology products’ brand marketing. The experimental results show that the year-on-year growth rate of smart technology brand turnover is decreasing at the present stage. The increase rate of the turnover in 2019 is only 3.24%, far lower than that in 2015, and the growth rate of the turnover decreases by about 33%. At present, there are many problems in the marketing strategy of intelligent technology brands, and the optimization of marketing strategy is an urgent problem to be solved.

scholarly journals Jenang Karomah Marketing Strategy and Its Impact on Women's Purchase Intention

2021 ◽  
Vol 4 (2) ◽  
pp. 2200-2207
Author(s):  
Yulia Friyanni
Keyword(s):  
Marketing Strategy ◽  
Purchase Intention ◽  
Research Method ◽  
Marketing Strategies ◽  
Internet Technology ◽  
Pricing Strategies ◽  
City Center ◽  
Product Price ◽  
Place Promotion ◽  
Promotion Strategies

Jenang Karomah is a business brand that has been established for 24 years to experience the dynamics of sales ups and downs. It is estimated that there is a link between variables of marketing strategy and service quality, especially for women buyers. This variable encourages researchers to research more about marketing strategies which include product, price, place, promotion. This study aims to analyze the marketing strategy of Jenang Karomah in Kudus and their impact on women's buying interest. The research method used in this study is a qualitative method, namely observation and interviews as data collection techniques. The results found four strategies developed by Jenang Karomah. First, the product strategy; packing with a good color, shape and brand, although still found packaging that is less tidy or defective. Second, place strategy; Jenang Karomah is located near the Kudus City Center where the majority of the community are also jenang sellers which results in competition to attract women buyers. Third, pricing strategies; Jenang Karomah fluctuates prices, especially during the moments of the big day before Lebaran or celebration which results in women's buying interest becoming very selective. Fourth, promotion strategies; Jenang Karomah has done offline promotions, but lacks promotion based on internet technology, namely social media such as YouTube, Instagram, Facebook, and Twitter which are widely used by young women as potential buyers. Four strategies developed by Jenang Karomah have influenced women's buying interest in Kudus City. The research method used in this study is qualitative with a descriptive analytical approach.

scholarly journals ANALYSIS OF MARKETING STRATEGY IN INCREASING ROOM OCCUPATION AT GH UNIVERSAL HOTEL BANDUNG DURING THE COVID-19 PANDEMIC

2021 ◽  
Vol 9 (7) ◽  
pp. 61-74
Author(s):  
Haristyo Isyarif Hutomo ◽  
Chandra Wijaya
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategy ◽  
Hospitality Industry ◽  
Marketing Mix ◽  
Digital Marketing ◽  
Online Media ◽  
Product Price ◽  
Physical Evidence ◽  
Computer Based

Marketing strategy is an important thing that consists of the marketing mix (7Ps), artificial intelligence, and digital marketing, one of which is useful for increasing hotel occupancy. The marketing strategy is considering the Product, Price, Promotion, Place, People, Physical Evidence, and Process aspects by following the conditions of the COVID-19 pandemic. One of the hotels that have implemented this marketing strategy is GH Universal Hotel Bandung. During the COVID-19 pandemic, the management of GH Universal Hotel Bandung took a marketing strategy based on the marketing mix, improving the quality of hotel products and services, setting lower products and service prices, more intensive promotions, and utilizing various types of online media platforms, and ensure all employees adhere to strict health protocols and supervised throughout the process. Tactical and strategic steps taken by GH Universal Hotel Bandung to increase occupancy by utilizing artificial intelligence including the use of automatic hand , sensor-based sinks, sensor, and computer-based body temperature checkers, automatic booths for spraying disinfectants to guests, as well as utilizing digital marketing as the main promotional media for hotel services and products to support business continuity, including in the hospitality industry.

scholarly journals Evaluation of E-Marketing Implementation in Improving Decisions to Use Finance Credit Funds for Suzuki Car Purchases at Pt Suzuki Finance Indonesia Medan Branch

2021 ◽  
Vol 8 (11) ◽  
pp. 140-147
Author(s):  
Alice Paulina Purba ◽  
Sukaria Sinulingga ◽  
Fadli .
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Swot Analysis ◽  
Sample Selection ◽  
Internet Technology ◽  
Business Strategies ◽  
Purchasing Decisions ◽  
Product Price ◽  
Observation Methods ◽  
External Threat

The decision to purchase a product on credit or through financing is one of the marketing strategies to increase product or service sales. Many factors can influence purchasing decisions through financing, especially E-Marketing which includes Product, Price, Promotion, People (Community), Place (Distribution), Branding and Process and Physical Evidence where Branding plays two roles in marketing strategy, especially branding as part of marketing strategy. This research is a survey research with a qualitative descriptive approach which aims to get a descriptive picture of the implementation of E-Marketing by PT Suzuki Finance Indonesia Medan Branch in order to market car products so that car purchases can be further increased. The population in this study were 10 informants which included staff and employees of PT Suzuki Finance Indonesia Medan Branch. The sample selection used purposive sampling method in order to obtain 10 informants. Collecting data using interview and observation methods. Data analysis using SWOT analysis. The results of the study prove that the prioritized strategies in increasing suzuki car purchasing decisions through financing are increasing customer facing resources (providing funds) to respond to increasing market share, overcoming security risks to increase interest in buying suzuki cars, improving relationship marketing management to meet suzuki car needs. The most dominant internal strength factor influencing the strategy to improve suzuki car purchasing decisions is the availability of E-Marketing facilities and a wider market reach. While the most dominant internal weakness factor is the limited internet capabilities of consumers. The most dominant external opportunity factor is the increase in market share and internet technology. External threat factors are the rapid growth of competitors, easy to imitate business strategies, the economic recovery due to COVID-19 and a skewed view of Suzuki cars. It is recommended to PT Suzuki Finance Indonesia Medan Branch to make financing easier, especially in terms of obtaining financing requirements so that the decision to purchase Suzuki cars through financing can be maximized. Keywords: E-Marketing, Purchase Decision, Financing.

scholarly journals On E-Commerce Precision Marketing Strategy Based on Big Data

2019 ◽  
Vol 3 (1) ◽  
Author(s):  
Yushui Xiao ◽  
Feng Ling
Keyword(s):  
Big Data ◽  
Marketing Strategy ◽  
Computer Technology ◽  
Market Competition ◽  
Rapid Development ◽  
Internet Technology ◽  
Purchasing Power ◽  
Current Development ◽  
Online Sales ◽  
Sales Model

Nowadays, Internet technology has been developed to a higher level, and has also gained more and more popularity in people's life and work. Internet technology has penetrated into many fields, providing more convenience for people. Judging from the current development momentum of China's e-commerce industry, fierce market competition and increasingly picky demand of customers, coupled with the gradual formation of online sales model, have all made the existing e-commerce industry face greater challenges, as well as opportunities worth taking advantage of. At present, relying on the rapid development of Internet and computer technology, the concept of "big data" has been popularized. Under the background of big data, every industry has undergone changes and improvement, especially the e-commerce industry, which can more accurately determine the consumers' consumption needs and habits, and can further understand their purchasing power, thus realizing accurate marketing, and strengthening its marketing reliability and pertinence.

ANALISIS PENGARUH STRATEGI MARKETING MIX TERHADAP KEPUASAN PELANGGAN DI TOKO SUGENG

2020 ◽  
Vol 4 (02) ◽  
Author(s):  
Farida Nur Solikhah ◽  
Bambang Mursito ◽  
Supawi Pawenang
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
The Matrix ◽  
Marketing Mix Strategy ◽  
Place Promotion ◽  
Product Location ◽  
Cartesian Diagram

This study aims to analyze the effect of the marketing mix strategy on customer decisions at Toko Sugeng. This research uses the mix method. The strategy used is squential explanatory. The research were obtained from questionnaires, interviews, observation and documentation. The population in this study are all customers who have made repeat purchases. Samples taken as many as 100 customers. Result research shows the effect of price on customer satisfaction is 14,726%. The effect of the product on customer satisfaction is 13.764%. Effect of location on customer satisfaction of 18,470%. The effect of promotion on customer satisfaction is equal to 37.074%. The effect of price, product, location, and promotion on customer satisfaction is 84%. The marketing strategy applied by Toko Sugeng in increasing customer satisfaction, namely by implementing a marketing formulation strategy, segmenting, targeting, positioning and the marketing mix strategy or marketing mix which consists of four elements, namely product, price, place, promotion. The purpose of this is to attract buyers and retain existing customers. Toko Sugeng uses a SWOT analysis for improve customer satisfaction. In the calculation of the SWOT analysis both in terms of the matrix, EFAS and IFAS and the Cartesian diagram, show that Toko Sugeng is in the quadrant I position, namely (+, +). This position proves a strong and likely shop. Tactic recommendations given is progressive. So that it is really possible to continue to expand, enlarge growth and achieve maximum progress. Keywords: marketing mix, strategy, customer satisfaction

Analysis of Cigarette Rolling Brand Marketing Strategy Under the New Normal of Tobacco Economy

2021 ◽  
Vol 7 (5) ◽  
pp. 3462-3469
Author(s):  
Fan Enze
Keyword(s):  
Marketing Strategy ◽  
Competitive Advantages ◽  
New Normal ◽  
Strategy System ◽  
Brand Building ◽  
Brand Construction ◽  
Brand Marketing ◽  
Cigarette Brand ◽  
Pricing Power ◽  
Selling Point

Objectives: In order to study the communication channels and modes of tobacco brands, cigarette rolling brand marketing strategy under the new normal of tobacco economy is researched in this paper. Methods: T city is selected as the research sample of cigarette brand construction and marketing. Through the analysis of the current situation of T City, this paper puts forward the guiding ideology of cigarette cultivation, and puts forward the basic strategy system of brand marketing. Results: Brand building is a scientific process. The tobacco industry must avoid brand building speculation, because the opportunity cost of brand reconstruction is huge, and there is a risk of completely losing market dominance. The foundation of brand building is to convert the buying point with zero cost selected by target customers into the selling point of products to obtain pricing power. Conclusion: The advantages of tobacco brand’s own products should be transmitted to target customers through planning from three aspects: the first is to clarify the competitive advantages of its own products; the second is to refine the core value of the brand; the third is the dissemination of brand positioning.

ANALISIS STRATEGI PEMASARAN DALAM PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN BRITAMA PADA PT. BANK RAKYAT INDONESIA (Persero), Tbk KANTOR CABANG PALOPO

2021 ◽  
Author(s):  
Rosnaini Daga
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Service ◽  
Marketing Mix ◽  
Marketing Manager ◽  
Product Price ◽  
Service Strategy

Penelitian Ini berjudul “Analisis Strategi Pemasaran Dalam Peningkatan Jumlah Nasabah Produk Tabungan Britama Pada PT.Bank Rakyat Indonesia (Persero) Tbk. Penelitian ini bertujuan untuk Mengethui dan menganalisis strategi pemasaran yangdigunakan dalam peningkatan jumlah nasabah produk tabungan britama pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo.Metode analisis yang digunakan dalam penelitian ini yaitu metode deskriftif kualitatif. Informan ditentukan dengan teknik purposive, yaitu teknik penentuan subjek (informan) berdasarkan kriteria dan tujuan dari penelitian ini. Kriteria yang dipilih adalah Kepala Bagian Marketing Manager PT. Bank Rakyat Indonesia (Persero) Tbk, Kantor Cabang Palopo JL. K.H Ramli No. 2, Palopo, Sulawesi Selatan dengan tidak berdasarkan jenis kelamin dan mereka siap menjadi informan. Informan yang digunakan adalah 1 (satu) orang dan memungkinkan adanya penambahan jika tujuan penelitian belum tercapai.Hasil penelitian menunjukkan bahwa telah terjadi peningkatan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo. Strategi pemasaran yang dilakukan untuk meningkatkan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero) tidak jauh dari unsur marketing mix yaitu Place, Product, Price, dan Promotion. Strategi yang paling tepat adalah melalui strategi Relationship Marketing Strategy,, Strategy Superior Customer Service, Strategy Unconditional Guarantees, dan strategi penanganan keluhan yang efektif.

scholarly journals Penerapan Algoritma Minimax Pada Game Macan-macanan

2016 ◽  
Vol 6 (1) ◽  
pp. 21
Author(s):  
Kartika Imam Santoso ◽  
Farida Yunita ◽  
Nafi Projo Kusumo
Keyword(s):  
Artificial Intelligence ◽  
Computer Game ◽  
Terminal State ◽  
Technology Products ◽  
Object Based ◽  
Minimax Algorithms ◽  
Evaluation Algorithm ◽  
End Node ◽  
Intelligence Approach ◽  
Artificial Intelligence Approach

Lots of traditional games, but now the game is becoming obsolete. Many games were replaced with the modern game technology products. Modern games are becoming more practical because it did not require the terrain and many friends. Quite alone in front of the screen was a person may engage in an exciting game. One of the efforts to preserve and disseminate traditional games one of which is macan-macanan is to adapt the game into a computer game. This study aims to apply artificial intelligence using minimax algorithms and programming language ActionScript 3 in the game with a macan-macanan research methods are prototyping. The design used in this study is an artificial intelligence approach for representing the state, science, human computer interaction for designing the user experience, as well as the UML for object-based design. Results from this study is that in order to determine the value of the evaluation algorithm minimax for the end node / terminal state in the game macan-macanan, required the calculation of the total step is valid for each piece, as well as to pawn macan, necessary calculations springboard to a higher value and the weight difference the appropriate type of pawns.

scholarly journals Smart Technology, Artificial Intelligence, Robotics, and Algorithms (STARA): Employees’ perceptions of our future workplace

2017 ◽  
Vol 24 (2) ◽  
pp. 239-257 ◽  
Author(s):  
David Brougham ◽  
Jarrod Haar
Keyword(s):  
Artificial Intelligence ◽  
Mixed Methods ◽  
Career Satisfaction ◽  
Turnover Intentions ◽  
Well Being ◽  
Career Progression ◽  
Organisational Commitment ◽  
Smart Technology ◽  
Mixed Methods Approach ◽  
Technology Knowledge

AbstractFuturists predict that a third of jobs that exist today could be taken by Smart Technology, Artificial Intelligence, Robotics, and Algorithms (STARA) by 2025. However, very little is known about how employees perceive these technological advancements in regards to their own jobs and careers, and how they are preparing for these potential changes. A new measure (STARA awareness) was created for this study that captures the extent to which employees feel their job could be replaced by these types of technology. Due to career progression and technology knowledge associated with age, we also tested age as a moderator of STARA. Using a mixed-methods approach on 120 employees, we tested STARA awareness on a range of job and well-being outcomes. Greater STARA awareness was negatively related to organisational commitment and career satisfaction, and positively related to turnover intentions, cynicism, and depression.

Masstige marketing redefined and mapped

2015 ◽  
Vol 33 (5) ◽  
pp. 691-706 ◽  
Author(s):  
Justin Paul
Keyword(s):  
Marketing Strategy ◽  
Measurement Scale ◽  
Primary Data ◽  
Women Consumers ◽  
Product Price ◽  
Foreign Markets ◽  
Content Type ◽  
Brand Building ◽  
Culturally Different ◽  
Pyramid Model

Purpose – “Masstige marketing” is considered as a market penetration strategy for medium and large enterprises, particularly in foreign markets. The author redefine “masstige marketing” strategy in this paper and map the concept as a new model for brand building. Second, the author examine the effectiveness of “masstige marketing” strategy with reference to marketing mix theory (Four Ps=product, price, place and promotion). The purpose of this paper is to introduce a theoretical model to help the companies to implement “masstige marketing” strategy. Design/methodology/approach – The author introduce a scale, called “Masstige Mean Score Scale” to measure the mass prestige value of brands. Both secondary and primary data used in this study. The author collected data from 590 young women consumers living in Japan and France to measure the “masstige” value using the new scale developed. The marketing strategy of European luxury sector multinational brand LV, has also been discussed as a method. Findings – Masstige value is the best indicator of long-term brand value. In other words, higher the masstige value (MMS) of a brand, the higher the likelihood to succeed. The author also found that a brand can create mass prestige with “masstige marketing” strategy by appropriately mixing the four Ps in marketing – Product, Price, Promotion and Place in a distinct and culturally different market. Originality/value – The author develop a pyramid model and measurement scale for “masstige marketing” as a theoretical framework to stimulate further research and as a tool for practitioners for better decision making. Besides, the author posit that higher the Masstige Mean Score (MMS) of a brand, higher the likelihood that potential customers recall that as a “top of mind” brand. Lower MMS implies that the firm has to go long way in their efforts to build the brand.

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