Research on ASUS's Marketing Strategy in China

Abstract

Asus, as the world's leading manufacturer of computer motherboards and laptops, its subsidiary brand ROG has faced the challenge of declining profit growth in recent years. In today's world, digital marketing is already the key to growth. ROG has shown different digital marketing strategies in different regions. This article reveals ASUS's digital marketing strategies in the Chinese market through literature review and case analysis. By analyzing ROG's digital marketing strategy, this article explores the advantages and disadvantages of ROG's digital marketing strategy and proposes targeted suggestions. ROG currently has mature strategies and systems in search engine marketing and display marketing, but it does not pay enough attention to the characteristics of different social media platforms and user group preferences in social media marketing, resulting in poor marketing effects. By improving user profiles and increasing the relevance of marketing, it helps to improve the effectiveness of social media marketing. At the same time, the allocation of marketing budgets should be adjusted to increase ROG's return on investment, further improving ROG's overall digital marketing effectiveness.