As the scale and development of China's economy have reached that of middle-income countries, macro factors including industry restructuring technological innovation and market fragmentation have profound impact on the marketing strategies of firms. This course focuses on identifying market opportunities brought about by China's economic and social changes and the role of competition-oriented marketing strategies. Analysis of value-chain and customer value and the construction of the socio-psychological profiles of consumer segments will help understand in-depth consumer perceptions and motivations and devise the marketing mix strategies (4P) and specific action plans for implementation i.e., product and brand (positioning), channel selection, and integrated marketing communication (including digital marketing and social media), and pricing decisions. Through case studies and group projects, it enables students to apply relevant concepts and principles in developing effective marketing strategies.