Title:
Study on the Competitive Strategy of Pang Donglai Trading Company
Author:
Zhang Bo
Advisor:
Prof. Dr. Li Chunyou
Degree:
Master of Business Administration
Major:
International Business Management
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021 (pp.902-914) คลิก PDF
Abstract
In recent years, the emerging retail industry has developed vigorously, posing severe challenges to the traditional retail industry. Technological innovation has promoted the rise of e-commerce, smart retail, and other formats, profoundly changing consumers’ shopping behavior. Traditional retailers are gradually losing their competitive advantages in promotions and customer interaction. Facing the increasingly fierce competitive pressure in the retail industry, especially the traditional retail industry, this study conducted an in-depth analysis of the success factors of Pang Donglai Trading Company’s competitive strategy and put forward research opinions on some of the shortcomings. This study proposed the following research objectives: 1) To analyze the competitive environment of Pang Donglai Trading Company. 2) To analyze the competitive strategy of Pang Donglai Trading Company. 3) To provide suggestions for the competitive strategy of Pang Donglai Trading Company.
This study adopted the documentary research method to analyze Pang Donglai Trading Company’s competitive environment and competitive strategy. The research results are as follows: 1) Through Porter’s Five Forces model and SWOT analysis, it can be concluded that the market competition environment of Pang Donglai Trading Company is very fierce. The external environment includes direct competition from the emerging retail industry and the potential threats from the rise of new retail models such as community group buying and convenience stores. Pang Donglai Trading Company has lean under tremendous competitive pressure, and its internal environment has weaknesses such as unclear positioning, high supply chain costs, slow decision-making, and insufficient talent. 2) Based on the strategic competition theory analysis, Pang Donglai Trading Company adopts a differentiated competition strategy. Through the theoretical basis of competitive strategy, the differentiated competition of Pang Donglai Trading Company is mainly reflected in product differentiation, marketing differentiation, service differentiation, organizational structure differentiation, etc. The above factors enable Pang donglai to occupy a dominant position in market competition. 3) The company should strengthen the organization and human resource protection, optimize the talent structure, and improve the professional quality of employees; implement supply chain optimization projects and build an intelligent supply chain management platform to reduce operating costs and improve management capabilities; actively carry out technological innovation, introduce high-end technical talents, use cloud computing, artificial intelligence, and other technologies to improve sales models, realize online and offline interconnection, optimize resource integration, and provide a more convenient shopping experience.
Keywords: competitive, strategy, differentiation strategy.
Study on the Competitive Strategy of Pang Donglai Trading Company /
6317195014 Zhang Bo 2566 (2023) Study on the Competitive Strategy of Pang Donglai Trading Company สารนิพนธ์ (Independent Study), Advisor: Prof. Dr. Li Chunyou, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management