Title: The Influencing Factors of the Corporate Management Strategy of Midea Group
Author: Gong Xiaokai
Advisor: Prof. Dr. Li Chunyou
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 16th National and International Academic Conference “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 October – 1 November 2023 (pp.643-655) https://mba.siam.edu/proceedings16/ PDF
Abstract
Midea Group’s innovative strategy, despite product homogenization and the rise of the internet, has successfully navigated the saturated Chinese market, leveraging marketing, branding, and diversified product systems for success. This study is aimed at examining the corporate management strategy of Midea Group.
The study had the following objectives: 1) To explore whether the market strategy affects the corporate management strategy of Midea Group; 2) To explore whether the product strategy affects the corporate management strategy of Midea Group; and 3) To explore whether the brand strategy affects the corporate management strategy of Midea Group.
This study employed the quantitative research method, distributing a total of 384 questionnaires, resulting in 351 valid responses and a validity rate of 91.4%. The target population included employees of Midea Group in China. Based on the marketing theory and brand management theory, the study concluded the following: 1) The market strategy has a positive effect on the corporate management strategy of Midea Group; 2) The product strategy has a positive effect on the corporate management strategy of Midea Group; 3) The brand strategy has a positive effect on the corporate management strategy of Midea Group. The recommendations for the corporate management strategy of Midea Group focus on the following areas: 1) Optimizing market strategy; 2) Improving product strategy; 3) Enhancing branding strategy.
Keywords: corporate management strategy, market strategy, product strategy, brand strategy
The Influencing Factors of the Corporate Management Strategy of Midea Group
6317195461 Gong Xiaokai 2566 (2023) The Influencing Factors of the Corporate Management Strategy of Midea Group 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