The Impact of Quantum Marketing on Company Strategy

Zehui Shao

Kunshan High School of Jiangsu Province,Kunshan City,Jiangsu Province, China

Keywords: Quantum Marketing, Corporate Strategy, Market Positionin, Competitive Strategy.

Abstract: This paper focuses on the impact of quantum marketing on corporate strategy. With the profound changes in

the business environment, traditional marketing and strategy models are facing many challenges, and quantum

marketing has emerged. It breaks through the traditional thinking and introduces the concept of quantum

mechanics, which is characterized by uncertainty and flexibility, focusing on consumer experience and

emotional resonance, advocating diversified marketing strategies, encouraging leapfrog innovation, and

emphasizing in-depth data analysis. Quantum marketing in the company's strategic level, to promote market

positioning to the dynamic and accurate transformation, prompting innovation in competitive strategy, from

confrontation to cooperation, to create a differentiated advantage of the change; to promote customer

relationship management from transaction-oriented to relationship-oriented, encouraging customers to

participate in the co-creation; but also strengthened the innovation-driven strategy, stimulate innovative

thinking, requiring rapid iteration of innovation. The case of Nefi shows that quantum marketing in the

enterprise personalized recommendations, customized services, effective, help enterprises to enhance market

competitiveness. Quantum marketing for corporate governance opportunities and challenges, the future is

expected to become a key force to promote the development of enterprise intelligence and efficiency.

1 INTRODUCTION

Enterprises in the market environment is a full range

of changes, corporate marketing strategic planning

plays a key role in the future rise and fall of

enterprises. The unified marketing and strategy model

has been developed over a long period of time and has

become more mature, transitioning from product-

centered to customer-oriented, through which

enterprises adapt to market changes. However, with

the rapid iteration of information technology, the

depth of change in consumer behavior, and the

increasing complexity of the global competitive

landscape, the traditional marketing and strategy

model is facing unprecedented challenges.

Consumers are receiving information and making

decisions at a faster and more complex pace, and

traditional marketing, based on relatively fixed and

fewer channels of information delivery and limited

product choices, makes it difficult to effectively

communicate product information to the public. At

the same time, due to the trend of economic

globalization, enterprises are no longer competing in

a smaller market in a specific geographic location, but

are not only facing fierce competition in the region,

but also competitors from all over the world, which

expands the scope and depth of market competition.

In the above context, quantum marketing as a new

marketing concept came into being, bringing new

ideas and impact to the innovation of enterprise

development strategy (Raga, 2023). Quantum

marketing breaks away from the traditional marketing

theory of linear thinking and deterministic premise of

the boundaries, began to import the fuzzy quantum

mechanics, entanglement and superposition of

thinking mode, put forward the changes in the

marketing situation, the unpredictability of consumer

behavior and the complex relationship between

marketing factors cognitive, attention to the

consumer's perceptions, emotions and subconscious

factors, that the consumer's inner perceptions,

emotions and so on, as a quantum world It is believed

that consumers' inner perception, emotion and so on

are like the quantum world, like the existence of

microscopic particles, in an uncertain superposition

state, which will bring great influence to marketing,

and advocates that enterprises should take a more

sensitive and swift way to master market information,

through the in-depth excavation of potential

consumers' needs, and the application of new

Shao, Z.

The Impact of Quantum Marketing on Company Strategy.

DOI: 10.5220/0013846400004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 429-433

ISBN: 978-989-758-775-7

429

scientific and technological means to satisfy the

consumers' needs, and maximize the marketing

resources and effects. From market positioning,

product research and development, branding to

channel development, customer relationship

management, it is necessary to carefully analyze the

impact of quantum marketing on enterprise strategy,

which is necessary for enterprises to grasp new

competitive advantages from the complex and

changing market and marketing environment, and at

the same time, it can help the theoretical community

to enrich and improve the theory of marketing and

strategic management.

2 THE IMPACT OF QUANTUM

MARKETING ON COMPANY

STRATEGY

2.1 Accurate Reshaping of Market

Positioning

Traditional marketing takes market research and data

analysis as the basic idea for market positioning and

target market establishment, which is somewhat

“rigid” and passive, relying on past experience and

relevant data. Market positioning in the context of

quantum marketing is more “dynamic” and “precise”,

and enterprises use big data and artificial intelligence

technology to follow up on changes in consumer

behavior and dynamic changes in demand in real

time, such as using consumers' comments and shares

on microblogging and other real-time attention to

instant information (Mou, 2025). For example, by

using consumers' comments on instant messages such

as microblogging and microblogging and other real-

time concerns, the present study this paper can

quickly determine consumers' consumption

psychology and real needs, and adjust market

positioning in a timely manner; for example, short

video platforms use users' behavioral paths, liking

rates, and comments to track each user's behavior,

recommending short videos of interest to them, and

realizing the precise positioning of the “market of

users' interests” to attract a large number of users and

form a certain number of users, ,and thus attracting a

large number of users (Ramlakan, & Gupta, 2025). It

attracts a large number of users and forms a certain

competitive advantage in the market.

2.2 Innovative Changes in Competitive

Strategy

2.2.1 From Competition to Cooperation

Traditional marketing competition focuses on

competing with competitors for market share in the

same industry, which is highly competitive. While

quantum marketing emphasizes on understanding

competition from a higher level, discovering the

possibility of cooperation and finding win-win

opportunities from competitors of different

enterprises, for example, in the fractional marketing

market, different shared bikes can effectively share

the placement layout of urban shared bikes through

cooperation, to achieve the maximum use of

resources and the best user experience of shared

bikes, so that the whole shared bike industry can

develop stably (Özkan, & Keskin, 2020).

2.2.2 Creating Unique Differentiation

Advantages

Enterprises under the quantum marketing idea pay

more attention to the excavation of their own core

value, i.e., creating differentiation advantages that

cannot be easily copied by the competitors through

creative product (service) design, product (service)

supply mode, and changes in marketing mode. For

example, Apple's simple and easy-to-operate design,

powerful ecosystem, and unique corporate culture

have made it stand out in the smartphone market,

forming a very high customer loyalty and a super

strong barrier effect.

2.3 Deep Transformation of Customer

Relationship Management

2.3.1 Shift from Transaction-Oriented to

Relationship-Oriented

Traditional CRM focuses on customers' one-time

purchase behavior, with the ultimate goal of reaching

a transaction. Quantum marketing, on the other hand,

focuses on establishing long-term, stable and good

relationships with customers. Enterprises through the

regular provision of content with content and

personalized services and other methods to enhance

the customer's trust in the enterprise company, to

strengthen customer adhesion. For example, some

high-end makeup brands provide one-on-one beauty

consulting, recommendations and customer specials

for members, etc., to deeply associate customers and

enhance their lifetime value.

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430

2.3.2 User Participation and Co-Creation

Quantum marketing encourages users to participate in

the company's production marketing process.

Enterprises and customers interact and co-create,

better understand the needs of users, but also get the

user's recognition and sense of belonging (Aggarwal,

Dawar, & Arora, 2024). For example, Xiaomi collects

suggestions and feedback from users through the Mi

Fan community, and incorporates some of the users'

ideas into product development, which not only

improves the marketability of the product, but also

forms a large hardcore support group.

2.4 Reinforcement of

Innovation-Driven Strategy

2.4.1 Cultivate Innovation Awareness

The uncertain and flexible characteristics of quantum

marketing require enterprises to break through the

constraints of inherent thinking and allow employees

to have a sense of innovation. Let the enterprise have

a free and open innovation culture environment,

encourage employees to try new marketing models

and business models, for example, Google provides a

free working environment, employees can spend a

certain amount of work time engaged in the

exploration of free project research and development,

to encourage employees to innovate, so as to develop

various types of innovative products, such as Google

Maps, Google Translate.

2.4.2 Rapid Iterative Innovation

With frequent market changes, quantum marketing

requires companies to have the ability to rapidly

iterate and innovate. Enterprises no longer pursue

perfect products and marketing programs, but quickly

make prototypes of their products and services,

collect market feedback, and quickly improve and

optimize their products (De Talhouet, 2020). Many

software products in Internet companies are updated

through rapid iteration to continuously improve and

refine product features to adapt to the market.

3 CASE STUDY OF NIFTY IN

THE ENTERPRISE

Quantum marketing helps streaming media

juggernaut Netflix realize synergistic growth in

subscriber scale and content scale. The big data-based

intelligent recommendation system under the 10

billion user interactions has enabled Netflix to usher

in 278 million subscription member users worldwide

(Disney+154 million, AmazonPrimeVideo 117

million), and on the 2020 JustWatch Streaming

Viewing Shares Report, Netflix occupies a share of

38.8 percent ahead of all other streaming media in the

US (Joulei, 2024). On the content end, Netflix's

original TV series production is up 30% year-over-

year through 2024, and its industrialized production

capabilities of AI actor systems and big data have led

to a significant increase in the return on investment

efficiency of its content.

In terms of target group, it is targeted at global

subscribers with high willingness to pay, with the

European and American markets as its core user base

(the U.S. and Canada contributing nearly half, or

about 47.5% of the traffic share), but it is actively

expanding into emerging regions such as South

America and Asia-Pacific, and localizing its content

through the production of local content (Su, & Zhang,

2014). Nifty added 18.91 million new subscribers in

2024Q4, the number of subscribers exceeded 300

million, and about half of the new subscribers in 2024

came from the Asia-Pacific region, realizing a

breakthrough in the main source of incremental

subscribers. The average revenue of subscribers

(ARPU) in the U.S. and Canada is $17.26, which is

much higher than the domestic ARPU of $2.2 of Aiki

(2023Q3). This indicates that Nifty's subscribers are

more willing to pay. Tier pricing, user “loyalty”

enhancement, in addition to the existing pricing

standard package, the introduction of low-end

package including advertising ($6.99 per month), will

focus on low-priced user groups to the subscription

model with advertising, including advertising

package user penetration rate of about 55%, 2024Q4

compared with 2023Q4 advertising subscription user

growth of 30%. 30%. Blocking account sharing

brings an additional $1.5 billion in revenue to Nifty,

while also thickening core subscriber revenue

through a price increase strategy ($17.99).

Realize original drive and diversified layout from

the perspective of competitive barriers and model

innovation. Nefly invests $18 billion a year in content

output, renews explosive series such as the second

season of The Squid Game in 2024, and the total

viewing time has exceeded 400 million hours,

realizing the growth of effective new and live users.

Using AI technology, for example, in casting, AI

predicts the star effect of actors through data analysis,

thus realizing the improvement of content output

efficiency (Zhang, 2023). For example, the

investment cost of Netflix's explosive drama “Squid

Game” is only $21.4 million, but it directly

contributes to the addition of 1.43 million people to

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watch, with an input-output ratio of 1:18. Diversified

attempts at content layout and continuous cross-

border, such as the layout of the live broadcast of

sports events: 2024 live broadcast of Tyson's and

Paul's “fight of the century” attracted 108 million

people to watch. Attracting 108 million viewers and

1.43 million new users, and obtaining the exclusive

broadcasting rights for the 2022 Women's World Cup

through cooperation with FIFA, the company has also

found a second growth curve.

Offline IP scene extension: 2025 theme parks,

dynamic theme parks, short-term, fast turnaround

park enjoyment, differentiated competition Disney.

Shift from subscription fee model to

subscription+cash. Paid subscriptions account for

98% of total revenue. Pure content-driven model. Ad

revenue doubles by 2024 to 70 million MAUs, but

penetration is only 9%, far below Disney+'s 30%,

need to supplement ad infrastructure. Globalized

supply chain + localized synergies. 190 countries

coverage, “Tower of Babel” strategy: content

localization (e.g. Korean dramas, Indian movies) +

globalized logistics infrastructure. More than 60% of

international paying subscribers, through regionally

successful local content, back into the global market,

e.g. Squid Game (Su & Zhang, 2014).

Netflix uses big data and artificial intelligence

technology to build a huge and detailed user behavior

database (Lu, 2024). The database covers multi-

dimensional behavioral data such as users' viewing

history, ratings, dwell time, fast-forward and rewind

operations, search records, etc. After collecting the

data, Netflix has built up a large and detailed database

of user behavior. After collecting the data, Netflix

utilizes complex machine learning algorithms to

deeply analyze the data.

Taking the viewing track as an example, the

algorithm is able to identify the various types of film

and television works watched by the user, different

generations and different regions respectively, and

then derive the user's typological inclination, such as

whether the user prefers science fiction or is fond of

romantic dramas (Joonas, Mahfouz, & Hayes, 2023).

for the scoring data, not only is it a simple difference

between high and low scores, but the algorithm is able

to combine the differences in the user's scores for

various elements of film and television dramas (plot,

acting, picture, etc.) to For the rating data, it is not

only the simple difference between high and low

ratings, but also the algorithm can combine the

differences in users' ratings of various elements (plot,

acting, picture, etc.) to further segment users'

preferences; for the residence time data, it can

identify users' attention to a certain plot or paragraph,

and combined with the differences in scenes, the

algorithm can derive the difference in users' attention

to the characteristics of the content elements of

different movies and TV shows.

Therefore, Netflix will produce a

recommendation list belonging to each user

corresponding to the results of in-depth mining. If

through mining, it is found that a user prefers to watch

suspenseful American dramas, and in this suspenseful

American drama, he likes to watch American dramas

with tight plots and a lot of reversals, and the

American dramas he likes to watch have high scores,

and he stops and stays for a longer period of time

during the process of watching the American dramas,

the recent popular suspenseful American dramas are

prioritized to be shown in the recommended list of the

user, e.g., Stranger Things, which is a suspenseful

American drama, and the drama is a suspenseful

American drama, e.g., Stranger Things. The show is

a suspenseful, science fiction and youth type of

suspenseful American drama, and will also be similar

to the “Stranger Things”, but may not be so hot, but

in some aspects of the high evaluation of the

suspenseful American drama show, such as: “True

Detective” Season 1, in order to meet the different

needs of different users to watch the suspenseful

American dramas.

Netflix analyzes users' behavioral data to

personalize the configuration of content production

and purchase. In terms of content production, Netflix

analyzes data to gain insight into the market and user

preferences, which in turn influences the production

and production of original content (Ramlakan, &

Gupta, 2025). For example, Netflix has analyzed the

data and learned that the viewing preference of true

crime documentaries continues to increase, and it

pays more attention to content with in-depth

investigations and unique perspectives. Based on this,

Netflix launched “Making a Murderer,” which

centers on several classic true crime cases, reflecting

the cases through in-depth analysis and unique

perspectives, and quickly gained the attention of

users, and broke the record of 10 million views soon

after its launch.

In addition to selecting partner content, Netflix

relies on data to make decisions about content

acquisition. Because consumers in different countries

and regions prefer different content, Netflix sources

content based on local consumer preferences. For

example, in some Asian countries, audiences prefer

Korean dramas, so Netflix purchases more Korean

dramas, including the world-famous “Squid Game” is

one of them. In addition, in the case that there is a

greater preference for certain stars, directors, in the

user group, Netflix will source the corresponding

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works with the favorite actors or directors in the user

group (Baranidharan, & Kulkarni, 2025). For

example, if the data shows that a director's work has

a higher number of users watching it on Netflix as

well as a higher rate of favorable reviews, then

Netflix will tend to source other new works by that

director, which will ensure that the content in the

platform will be accepted by a wider range of users,

so that the users will continue to use it, and maintain

the user stickiness.

4 CONCLUSIONS

Quantum marketing, as a relatively new marketing

concept in the field of marketing, brings changes to

enterprise marketing in response to today's complex

market situation, both in theory and in practice, which

can bring about an overall comprehensive and

disruptive transformation. As far as theory is

concerned, quantum marketing has changed the linear

theory of thought in traditional marketing, the

quantum uncertainty embodied in quantum

marketing, the concept of quantum entanglement

applied in the marketing concept, so that the

marketing concept has a more comprehensive

perspective. At the same time, in practice, Amazon,

Neflix and many other companies in the marketing

experience shows that in the personalized service and

customization mode, the application of quantum

marketing strategy has different advantages from the

traditional marketing, in practice, more adapted to the

current development of enterprise marketing needs,

conducive to the development of enterprise

marketing.

However, from the perspective of the current

implementation of quantum marketing in enterprises,

there are also some problems. From the perspective

of data, in the case of high dependence on consumer

data, it is necessary for enterprises to maximize the

effectiveness and value of data under the premise of

complying with relevant laws and regulations and

maintaining consumer privacy and data security.

From the aspect of organizational structure, driven by

quantum marketing technology, it is necessary for

enterprises to set up their own data analysis and

technology teams, which will inevitably involve the

distribution of corporate power and the adjustment of

decision-making flow, etc., and enterprises should be

fully integrated.

It can be foreseen that in the future for quite a long

period of time, the use of quantum marketing will be

an important weapon for enterprises in the market

competition, with its further application of the

development of quantum marketing will be gradually

integrated into the various levels of business

operations, to promote the modernization and

efficient development of the enterprise, the enterprise

must take the initiative to integrate into the field of

quantum marketing, to grasp the opportunities

brought about by quantum marketing, and at the same

time also to solve the quantum marketing The new

problems raised by quantum marketing, in the

development of enterprise marketing planning

strategy to promote the improvement.

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