PROBLEMS AND CHALLENGES OF INNOVATIONS IN MARKETING AND ADVERTISING OF THE REAL SECTOR OF THE PEOPLE’S REPUBLIC OF CHINA ECONOMY IN THE CONDITIONS OF DIGITAL TRANSFORMATION

The real economy is the backbone of China’s national economy and plays a key role in its development. Due to digital transformation, traditional marketing methods in China’s real economy have undergone significant changes, causing serious marketing difficulties. Empirical methods are used in this study-tostudy environmental changes in China’s real economy, changes in consumer behavior, and the difficulties associated with sales and modernization of the real economy. However, it is worth noting that this study does not consider the specific problems faced by different sectors of the real economy, as well as differences in marketing innovations in different regions. For a more complete understanding of digital marketing strategies in various industries, future research may include an analysis of industry characteristics of the real economy and suggest specific marketing solutions. Thus, in the article, the author, using empirical methods, examines environmental changes, consumer behavior and difficulties in the real economy of China against the background of digital transformation. However, for a more in-depth study, it is necessary to consider the specific problems of industries and differences in marketing innovations in different regions, which indicates the relevance of the indicated topic. As a result of this study, we will be able to gain a deeper understanding of the changes taking place in the real economy of China in the context of digital transformation. This will allow the development of specific strategies and recommendations for the development of innovative marketing activities in the real economy of China. We will be able to identify the key factors influencing changes in consumer behavior, as well as identify the features of sales and modernization of the real sector of the economy in the context of digital transformation.

real economy, digital transformation, marketing changes, consumer behavior, modernization of the real sector of the economy, industry specifics, marketing innovations, Chinese economy, political environment, innovative marketing activities

Li Sh., Yanenko M. B. Problems and challenges of innovations in marketing and advertising of the real sector of the People’s Republic of China economy in the conditions of digital transformation. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2023;2(63):223—227. DOI: 10.25683/VOLBI.2023.63.672.