Marketing is defined as the organizational function and process of creating, communicating, and delivering value to customers, and managing customer relationships to benefit the organization and its stakeholders. It is understood not as a single event, but as a system influenced by external factors, rationality, and intuition within a specific environment. Marketing models have evolved from 4P to 4C, and now to 4S, particularly for social marketing. A core principle is to deeply understand the customer's needs, what they value, effective communication methods, and what captures their interest.
Generation Z (born late 1990s to early 2010s) is a major consumer force, characterized as "digital natives" and "home-loving yet lonely" ("宅獨世代"). They prioritize unique brand/product features reflecting personal style, value-for-money, and "small pleasures" from product usage scenarios. They are also highly concerned with gender equality, climate change, and environmental pollution.
The rise of new media and social platforms is a dominant trend, with Taiwan showing exceptionally high social media usage rates. Influencer marketing (KOL/KOC) is highly effective, with 90% of companies trusting it and nearly 60% of consumers discovering new products through social media and influencers. Short-form video content (e.g., TikTok, YouTube Shorts) is a significant and growing trend. The integration of public and private domain social media strategies is crucial for brand awareness and direct sales conversion. Ultimately, digital platforms are merely tools; the deep understanding of diverse customer profiles remains the cornerstone of successful marketing strategies.

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