Zhai Wei,2025-05-152025-05-152024Zhai Wei. Marketing aspects of management in the context of Industry 5.0 = Маркетингові аспекти менеджменту у контексті Індустрії 5.0 : qualification project ( thesis) for "Master" / Zhai Wei. – Odesa, 2024. – 86 P.https://dspace.onu.edu.ua/handle/123456789/41364This study focuses on the product marketing strategies of enterprises in the context of Industry 5.0 and the digital economy. Firstly, it elaborates on the research background, including the new challenges and opportunities faced by enterprise marketing in the digital economy era and the changes brought about by Industry 5.0. It analyzes the research purpose, that is, to explore the innovation of enterprise product marketing strategies to enhance market competitiveness. Then it discusses the relationship between the digital economy and enterprise marketing, such as how the digital economy expands the sales market and reduces marketing costs; elaborates on the strategy theory of digital marketing, including the role of data in marketing and the principles and techniques of social media marketing; introduces the definition and characteristics of the digital economy, as well as its impact on the market environment and consumer behavior. Subsequently, it analyzes the current situation and problems of enterprise marketing innovation, including the status quo of live streaming marketing and digital platform construction, as well as problems such as insufficient understanding of digital marketing and lack of personalized marketing models. It proposes innovative marketing strategies, such as digital marketing price strategies and channel strategies, and analyzes successful cases such as Sankeshu. Finally, it summarizes the research conclusions, emphasizing that enterprises need to continuously innovate marketing strategies and use digital technology to enhance competitiveness. At the same time, the government and society should strengthen support and guidance. It looks forward to future research directions, including the integration of technological innovation and marketing, omni-channel marketing integration, sustainable marketing and social responsibility, the deepening of personalized marketing, international market expansion and cross-cultural marketing.en073 менеджментмагістрIndustry 5.0digital economymarketingcorporate marketingDiplomas