Dr. Li Gangjian, lecturer at Fudan University School of Management, co-founder of Yingsai Brand Consulting, columnist of business school media and one of the first brand consultants in China, shared his view on marketing in the digital era with the Fudan MBA students.
Dr. Li pointed out that the most important assumptions for marketing are the assumption of rational people, the assumption of scarcity of resources, and the assumption of complete information. However, as the digitalisation expands, these assumptions are facing major challenges. Currently the marketing is based on a user-centric operation model, in which we are maintaining the relationship with the core user group through all suitable digital channels. And the key to user operation is private domain traffic.
Dr. Li continued to elaborate on the importance of cognitive operation, channel operation, content operation and data operation. He emphasized that these five operation strategies serve the enterprise best when they are coordinated.
