Graduate School – IMBA (English Program)

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Graduate School – IMBA (English Program)



2016 /2559

  1. A STUDY OF TOURISM DEVELOPMENT IN A HISTORICAL PLACE OF MYANMAR – BAGAN
  2. Factors AffectThe Demand-Supply of MF In Myanmar_Case Study of Kamayut Township Yangon
  3. The People Factors toward Customer Relationship Management (CRM) Success
  4. Service Quality and Customer Satisfaction Relationship_A Research in the Ambassador Bangkok
  5. Foreign Direct Investment and Economic Growth in Myanmar
  6. The Transportation and Logistics System in India
  7. TOURISM IN MYANMAR
  8. Marketing Strategy Implementation for The Purpose of Foreign Students Recruitment to the University of Yangon
  9. The Impact of Microfinance Interventions on Women Empowerment – Bangladesh Perspective
  10. USE OF SUSTAINABLE ACTIVITIES AS A MARKETING TOOL IN PAKISTAN
  11. A Language Barrier Analysis of English_A Case of Novotel Staff at Platinum
  12. THE STUDY OF SME DEVELOPMENT AND MANAGEMENT IN MYANMAR
  13. The Study of Tourism Strategy of Guilin
  14. THE QUALITY OF EDUCATION OF MBA (English Program) IN SIAM UNIVERSITY
  15. Sales of Online Jewelry Shop and Future Prospect in China

1. Buying Decision for Sport Shoes of Bangkok Rubber Public Company Limited

Abstract

The purpose of this research was to explore the personal factors for the buying decision of sport shoes by employees of Bangkok Rubber Public Company Limited, to study the usage behavior of sport shoes by employees of Bangkok Rubber Public Company Limited, to study the buying decision of sport shoes by employees of Bangkok Rubber Public Company Limited, to compare between the personal factors and buying decision behavior of sport shoes by employees Bangkok Rubber Public Company Limited and to study the relationship between the usage behavior and buying decision of sport shoes of employees at Bangkok Rubber Public Company Limited. The samples used for this study are 400 samples from people who worked for Bangkok Rubber Public Company Limited. Questionnaires were used to collect data an the data was analyzed as frequency, percentage, mean, and standard deviation. For hypothesis testing was used one-way analysis of variance, F-test and Chi-Square.
The results of the study showed that employees of’Bangkok Rubber Public Company Limited who purchase the sport shoes were male, aged between 21-30 years old, holding a bachelor’s degree and earned between 10,001- 20,000 Baht. The usage behavior of the sport shoes of employees from Bangkok Rubber Public Company Limited found that the usage frequency was 2-3 times per week. The use of sport shoes under the trademark was mainly Nike. The people who influenced the buying of sport shoes were you. In addition, the researcher found that the buying decision of sport shoes by employees of Bangkok Rubber Public Company Limited overall was a high level. The most level of buying decision was the need of using sport shoe. The second was the shoes’ price, and the lowest level of buying decision was the new innovation of sport shoes and the least importance of buying decision sport shoes of employees of Bangkok Rubber Public Company Limited was the new innovation of sport shoes, the company should continue to develop the innovation of sport shoes in order to meet the need of sport shoes users.
For hypothesis testing revealed that the comparison of the difference of the personal factors affecting the buying decision of sport shoes of employees of Bangkok Rubber Public Company Limited and the usage behavior of sport shoes related to the buying decision sport shoes of employees of Bangkok Rubber Public Company Limited.

By Mr. Wongsatorn Leewattanaporn / Master of Business Administration Major : General Management / Advisor : Dr. Pichet Musikapodok
Graduate School – IMBA (English Program)

2. Transformation of Efficiency Driven to Innovation Driven Economy of China

Abstract

The basic intention of this research was to understand how economic transformation of china is possible through three efficiency enhancers of Global Competitiveness Index (GCI), namely Market efficiency, Higher education & Training & Technological readiness. China is trapped into middle income category since 2005 and if china needs to catch up with the developed countries, it needs to jump up into higher economic development category. Until 2015, China was the world’s fastest-growing major economy with growth rates averaging 10% over 30 years, until it was surpassed by neighboring India in 2016 (Farooq, 2016). The growth rate released by the Chinese government work report in 2017, estimated Chinese growth rate to be 6.5% for the year 2017 as announced by the premier of China in National People’s Congress. (Xinhua, 2017).The research has used NCA (National Competitiveness Advantage) theory (1990) by porter in which he argued that national competiveness is based upon factor conditions; those are general sets of factors that make a nation competitive. These factors can be anything from human resources and material resources to infrastructure and the quality of research at universities. The research is quantitative in nature with deductive approach using questionnaire to collect data from 292 master degree students from four universities namely, Guangzhou University, Jinan University, Sun yet San University and South China University of Technology. The data was then analyzed through SPSS software. It was found during the research that, when asked about the free market mechanism being supportive for market efficiency, 225 out of 292 participants agreed with the idea, when asked regarding the independent central bank being the market efficiency improver in china, 200 out of 292 participants agreed with the point. When asked regarding the experiential teaching pedagogy impact on innovation in china, more than 200 participants agreed with the concept. When asked regarding the innovation induced curriculum and its role for the economic transformation of china, almost 200 participants nodded their heads in agreement. Finally, when inquired regarding the impact of all three efficiency enhancers on the economic transformation of china, 200 out of 292 agreed with the relationship. This kind of association was also found between each independent and dependent variable. It was found to have weak relationship between market efficiency, technological readiness and Chinese economic transformation, while it was discovered to have moderate kind of relationship between higher education & training and Chinese economic transformation. Therefore, it is concluded through this research that if china has to move up in the economic ladder and break the middle income trap that, it is in since 2005, it has to focus on improving at least three GCI pillars namely, market efficiency, higher education & training and technological readiness.

Keyword: Social Capital, Family Networking, Friends Networking, Relationship, Quantitative, Business Graduates
By Xuefang Liang / International Master of Business Administration Major : Marketing major / Advisor : Dr.Vijit Supinit
Graduate School – IMBA (English Program)

3. Marketing Strategy Implementation for The Purpose of Foreign Students Recruitment to the University of Yangon

Abstract

            The aim and object of this study was to understand “The Purpose of Foreign Students Recruitment to the University of Yangon” related to qualified professional teachers, facilities of the University and marketing strategy based on demographic, income, and educational level of agree, strongly agree, disagree, strongly disagree and no idea, according to public of Yangon University and its area in Myanmar.
The research study analysis was the purpose of foreign student’s recruitment at the University of Yangon. The research was identified by questioning a 94 sample sizes to the people from the University of Yangon and its area dealing with their demographic, income and educational level of their habits, behaviors, concepts according to their agreement level.
The explanation of literature review was how the importance and utilization of qualified professional teachers, facilities of the University and marketing strategy. In the research methodology, primary data was from the internet, magazines, newspapers and social network, along with secondary data from the public of the people from the University of Yangon and its area. 120 people were approached to ask and collection data as a sample sizes of which 94 questionnaires were completed by respondents.
This research paper is used as descriptive research as a survey method. The respondents from questionnaires distributions primary data are from internet collection and the advantage of the study has analyzed the surveys from the people of the university and its area during collection data. This research identifies three factors, such as qualified professional teachers, facilities of university and marketing strategy.
The results of implication in the purpose of recruitment foreign students to the University of Yangon towards the qualified professional teachers, facilities of university and marketing strategy were the most interesting factors (x=Mean) 2.09, (x =2.13,) and (x= 2.04) respondents respectively. The qualified professional teachers, facilities of university and marketing strategy were statistically significance at the 0.05 level in line with the respondents of survey.
The correlation analysis revealed that all the factors related to foreign students recruitment to the University of Yangon related to qualified professional teachers was at the significance level of -.006, facilities of university was at the significance level of-.049 and marketing strategy was at the significance level of .030 according to statistic of SPSS in line with research data.
There are three stage factors: First stage, the result of hypothesis H1, identifies that the qualified professional teachers are related to the recruitment of foreign students. The level of the ‘strongly agrees’ area is greater than the rejection area. That is why, the purpose of implication foreign student’s recruitment to the University of Yangon is in significant relation with the qualified professional teachers.
The second stage, the result of hypothesis H2, is showing that the facilities of university are related to be recruitment of foreign students because the level of the ‘strongly agrees’ area is greater than the rejection area. That is why, the purpose of implication foreign student’s recruitment to the University of Yangon is in significant relation with the facilities of university.
The third stage, the result of hypothesis H3, indicates that the marketing strategy is related to be recruitment of foreign student’s because the level of the ‘strongly agrees’ area is greater than the rejection area. That is why, the purpose of implication of foreign student’s recruitment to the University of Yangon is in significant relation with the marketing strategy.

By PANNAVARA / International Master of Business Administration / Advisor : Dr.Vijit Supinit


2017 /1

  1. Chinese TouristsSatisfaction Toward Tourism in Thailand_WenHua Mo
  2. CUSTOMER PERCEPTION TOWARDS INFO AND VIRTUAL TECH EVOLUTION IN BANKING SECTORS NIGERIA_IFEANYI SIMON NWOKOCHA 2
  3. Sales of Online Jewelry Shop and Future Prospect in China_WeixinWei
  4. A STUDY OF TOURISM DEVELOPMENT IN A HISTORICAL PLACE OF MYANMAR – BAGAN_Kyaw Myint
  5. Factors AffectThe Demand-Supply of MF In Myanmar_Case Study of Kamayut Township Yangon_Nan Yi Win
  6. Service Quality and Customer Satisfaction Relationship_A Research in the Ambassador Bangkok_Muhammad Enayet
  7. Foreign Direct Investment and Economic Growth in Myanmar_Than Win Hlaing
  8. The Transportation and Logistics System in India_Ashutosh Mishra
  9. TOURISM IN MYANMAR_Chen Zaw
  10. Marketing Strategy Implementation for The Purpose of Foreign Students Recruitment to the University of Yangon_Pannavara
  11. The Impact of Microfinance Interventions on Women Empowerment – Bangladesh Perspective_Sumaia Farzana
  12. USE OF SUSTAINABLE ACTIVITIES AS A MARKETING TOOL IN PAKISTAN_Amtuslam
  13. A Language Barrier Analysis of English_A Case of Novotel Staff at Platinum_Arnab Bose
  14. THE STUDY OF SME DEVELOPMENT AND MANAGEMENT IN MYANMAR_Tun Aung Kyaw(RSEINNASERI)
  15. The Study of Tourism Strategy of Guilin_Peijie Xia
  16. THE QUALITY OF EDUCATION OF MBA (English Program) IN SIAM UNIVERSITY_Bcr Titu Barua( Mangala Pirya Sraman )
  17. Quality of Service Affecting the Brand Image and Brand Loyalty at Victoria Gardens Shopping Centre Phetkasem69 Bkk_PatchareeW
  18. The People Factors toward Customer Relationship Management (CRM) Success_WanchanaK
  19. A STUDY OF CUSTOMERS SATISFACTION IN SERVICE QUALITY TOWARDS KANDAWGYI PALACE HOTEL-YANGON, MYANMAR_E MaungMaung
  20. Factors Influencing City Household Garbage Recycling in China_QipuZHu
  21. A Study of Evolution of Thai Chinese Fusion Food in Bangkok, Thailand_ZeshunLiao
  22. A Study of Marketing Strategy of Language School in Thailand_YunyanMa
  23. The Study of Myanmar’s telecom market prospect_Candajoti
  24. CUSTOMER SATISFACTION ABOUT TELECOMMUNICATION INDUSTRY IN MYANMAR_KhineSandiThLwin
  25. The Analysis of Xiaomi Mobile Phone Marketing Strategy_HunhuiHuang
  26. Contribution of Foreign Direct Investment to Economic Growth in Bangladesh_AbuTaherNoor
  27. Analysis of Business Model Innovation in Era of Big Data_XuZhang
  28. The Study of Alibaba e-commerce_ZhengTian
  29. The Cambodian Financial Sector Development Strategy 2011-2020_ChanbophaMeas
  30. TOURISM DEVELOPMENAT AND PREFERENCE FOR TOURISM_PoundChat
  31. LEADERSHIP DIFFERENCE IN SERVICE_EmezChinPrecious
  32. Motivational Communication Between Managers And Employees_EmezChinGoodness
  33. Using HRM and KM to Drive Competitive Advantage for organizations_AbdoulKConde
  34. The Study of E-commerce-s Trend in Thailand and Support Having an Impact on E-Commerce_OnsudaS
  35. A STUDY OF INTEGRATION OF THAI ECONOMY INTO AEC_KimMachara
  36. The Survey of Factors Attracting Tourism to Inle Lake in Myanmar_MinHtetMin
  37. Are 7-ELEVEN losing money and harming the environment unnecessarily_MagnusMurphy
  38. Marketing Analysis of Thai Fruit Trade to China_LiangLong
  39. Marketing Analysis of Chinese Tourists to Thailand from the Big Data Perspective_ChouZhiqing
  40. THE COMPARATIVE STUDY ON WECHAT AND WEIBO MARKETING UNDER THE BACKGROUND OF SOCIAL MEDIA_ShaoliangOu
  41. The Analysis of Profit Model of Third-Party Payment in China from Alipay and its Development Prospects in Thailand_YuliHuang
  42. Influences for China with Reformation of the Supply Side_QinshiyiYan
  43. Perspective of Tourists in Bagan Relating to Heritage Site in Myanmar_WinKoKo
  44. The Study of Leadership in Thailand_DavinderSingh
  45. CONTRIBUTION OF HUMAN RESOURCE DEVELOPMENT IN FUTURE ECONOMIC DEVELOPMENT OF CHINA_PengWang
  46. The Relationship among Larger Shareholder Control, Internal Control and R&D Intensity_LuoFeitao
  47. A STUDY OF CUSTOMERS SATISFACTION IN SERVICE QUALITY TOWARDS KANDAWGYI PALACE HOTEL, YANGON, MYANMAR
  48. A STUDY OF ECONOMICS, POLITICAL AND ENVIROMENT FACTORS AFFECTING TOURISM DEVELOPMENT IN MYANMAR
  49. AN ANALYSIS OF ECONOMIC, LEGAL AND TECHNOLOGICAL FACTORS AFFECTING HOTEL OCCUPANCY RATES IN MANDALAY, MYANMAR
  50. AN EMPIRICAL ANALYSIS OF THE FACTORS SELECTED ON MEDICAL TOURISM IN THAILAND
  51. AN EXPLORATION OF RELATIONSHIPS AMONG SERVICE QUALITY, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN HELATHCARE SECTOR IN YANGON, MYANMAR
  52. CHALLENGES FACING HUMAN RESOURCES SUCCESSION PLANNING IN THE PHILIPPINE WORK ORGANIZATIONS
  53. CUSTOMER SATISFACTION ON KFC COMPANY IN CAMBODIA
  54. Decision to Use the Service in Thonglor International Pet Hospital Rama 9 Bangkok
  55. DISCUSSION ON THE INNOVATION OF CHINESE URBAN REAL ESTATE PROJECT – HOME PLUS WORK PARK CONSTRUCTION
  56. Marketing Mixed Factors Affecting to the Sport Wear’s Purchasing Behavior
  57. MARKETING RESEARCH A STUDY ON COMPPENSATION MANAGEMENT OF XCL
  58. MARKETING RESEARCH A STUDY ON MODERATING EFFECT OF IWOM (INTERNET WORD OF MOUTH) ON CHINESE MOVIE BOX OFFICE AND ITS INFLUENCING FACTORS
  59. MARKETING RESEARCH HOLLYWOOD FILM INDUSTRY MARKETING ANALYSIS
  60. MARKETING RESEARCH ON LOGISTICS ENTERPRISE STRATEGIC MANAGEMENT UNDER E-COMMERCE ENVIRONMENT
  61. MARKETING RESEARCH THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER PURCHASING BEHAVIOR
  62. Research on Cultural Integration Strategy in Cross – border mergers and acquisitions
  63. RESEARCH ON INTERNET MARKETING MODELS OF AGRICULTURAL PRODUCTION BASES IN CHINA—A CASE STUDY OF FUHE AGRICULTURAL COMPANY
  64. RESEARCH ON STRATEGIES FOR IMPROVEMENT OF COMPANY D’EMPLOYEE LOYALTY
  65. RESEARCH ON THE IMPACT OF SOCIAL RESPONSIBILITY ON ECONOMIC PERFORMANCE OF LISTED TOURISM COMPANIES IN CHINA
  66. Research on Willingness and Satisfaction of Chinese Tourists Travel to Thailand
  67. THE KEY SUCCESS FACTORS TOWARDS ENGLISH SPEAKING SKILLS OF SECONDARY SCHOOL STUDENTS IN BANGKOK, THAILAND
  68. THE ORDERLY DEVELOPMENT OF E-SPORT LIVESTREAMING INDUSTRY


2017/2


1. Service Quality Of China’s Express Enterprises Based On Customer Satisfaction A case of ZTO Express

Abstract

At present, as the political, economic and social environment is becoming increasingly complex, the foreign logistics enterprises rapidly pour into China, which attempt to quickly seize the market through actively strengthening the service level and ability. As a result, China’ express business is witnessing severe challenges. As the the market competition intensifies, most express enterprises have gradually realized the importance of the service quality to the enterprise’s survival and development. Therefore, they hope to enhance market competitiveness via improving service quality and customer satisfaction.
From the perspective of customer satisfaction, this paper discusses how to improve the service quality of express enterprises in China by case study. First of all, a variety of design based on the principle of customer satisfaction index, from the point of view contains 4 indexes and 19 level two indexes, formed by the operation ability, service ability, information processing ability, long development ability dimensions of China express enterprise service quality evaluation index system. Then, using the method of qualitative and quantitative analysis, using the Kano model to determine the index weight, fuzzy comprehensive evaluation method to get the quality and level of service quality. On this basis, through the questionnaire and the express service quality evaluation results, it summarized the main problems in the quality of service delivery; finally, it put forward the countermeasures to improve the quality of express delivery service.
Evaluation system of service quality of Chinese express enterprises based on customer satisfaction formulated in this paper can provide the basis for the diagnosis and promotion of the service quality for express enterprises. Moreover, it is of certain guiding significance and value to improving the service quality and customer satisfaction.
Keywords: customer satisfaction; express enterprise; service quality; ZTO Express

By : Zhang Jinfeng / Degree : Master of Business Administration / Major : Business Administration

2. Customer Demand Analysis of Integrated Stoves Based on KANO Model A Case Study of SENG

Abstract

As the kitchen appliance product pioneered by China, the integrated stove product has experienced so long and tortuous development course for its R & D, production and promotion, actually Chinese kitchen appliance market was still attracted deeply by such new kitchen appliance product that can improve kitchen environment accordingly. Later on the growth of Chinese integrated stove industry has shown the amazing speed, rising even faster than that of other general gas stoves in the market, the integrated stove has also caused a great deal of reaction in Chinese kitchen appliance market, there are more and more customer of kitchen appliance products have transferred their consumption from traditional kitchen appliance market into new kitchen appliance market slowly, and the quantity of customer who used the integrated stove product has also been just increased sharply. However in contrast there are also many problems existed in the product and development of integrated stove, for example the enterprise did ignore the characteristic of customer demand and cannot accurately collect the real demand of those customers who want to use the integrated stove product, this enabled the product failing to get the approval from the customer and finally being eliminated by the market accordingly.
In order to precisely achieve the demand characteristics of integrated stove customer, help the manufacturers of integrated stove and relative agents find out the starting point for improving customer satisfaction, in this paper, it takes the demand of SENG integrated stove customers as the example, to discuss the demand characteristics of integrated stove customer based on KANO model, and establish the KANO model of priority satisfaction order model for the demand of integrated stove customer based on the analysis of KANO model and the priority index of KANO model, to improve and give the suggestions on the customer demand of SENG integrated stove product while understanding the customer satisfaction of SENG integrated stove product.
Keywords: KANO model, customer demand priority satisfaction, integrated stove, SENG electrical appliances

By : Sun Peidong / Degree : Master of Business Administration / Major : Business Administration / Advisor : Ass. Professor. Qiu Chao

3. A Study of Preference of Tourism Sites in Soc Trang City, Vietnam

Abstract

Tourism is considered as a non-smoking industry in Vietnam and which plays an important role to development of many economies is the third largest sector of the economy after agriculture and garment industry. Vietnam has an emerging economy with relatively high economic growth and political stability. After going through three decades of war, it was only in 1975 that the war-torn Vietnam was finally reunified as one country. The early years after that were difficult and faced social and political challenges to try different reforms to the country. It was in 1986 that the government implemented ‘Doi Moi’ reform programmes which included market oriented reform measures to help revamp her economy. The programme was successful and after 1990, her economy reported on the average 8 percent GDP growth annually.
The purpose of this project is to find out whether Vietnamese tourism industry is suitable as an economic growth engine in the 21st century. The current state, strength and weaknesses of her tourism industry were examined. In addition, new markets for Vietnam are recommended on the basis of the new trends of tourism and tourism marketing being researched. The previous studies were on the tourism industry in the 1990s, and thus a more thorough study, other than on marketing prospects is needed to provide detailed prospects of tourism industry in the 21st century. Vietnam has modernized its military to close the gap between its military capabilities and China’s. Vietnam has also increased its engagements with the United States, South Korea, Japan, India, Russia, and Australia in an attempt to hedge against China’s increased aggression in the South China Sea. Meanwhile, Vietnam has opened up its seaports to the international community and begun upgrading Cam Ranh Bay seaport to become a repair facility to provide maintenance support for most naval vessels. Vietnam is using these strategies to better defend its sovereignty without impacting its economic relationship with China.
Keyword: Srok Kleang, tourism development, tourism site, Economic growth, marketing, Doi Moi, Vietnam, Wat, culture.

By : Thanh Binh Trieu / Degree : International Program / Major : Business Administration

4. Indian Restaurant in Thailand

Abstract

The research showed that most of the Thai consumers have ranked the factors related to the uniqueness or the authenticity of the food to be most important for them while selecting to dine at the ethnic restaurants. The consumers are aware that ethnic foods are difficult to cook at home and ranked the factors related to the food authenticity, uniqueness and appearance of the food to be the most important factor of dining at ethnic restaurants.
The ethnic restaurants have the high scope in to maintain the product differentiation strategy by maintaining their food authenticity, food appearance and uniqueness in order to serve wide range of consumers. The consumers have ranked the factors related to the exchange of culture to be next highest important after then food authenticity. The ethnic restaurant has the advantage of consisting ethnic culture over the other restaurants. This differentiated feature of the ethnic restaurant has been useful in gaining and attracting their customers.
The consumers feel of being a part of ethnic culture while dining at the ethnic restaurants. The display of ethnic culture can be enhanced by creating the ethnic atmosphere in the restaurant, displaying cultural pictures on the walls and the menu cards, using of the physical tangibles including the eating equipments and the playing of ethnic music in the background of the restaurant. The consumers have ranked the factors enhancing the creation of ethnic atmosphere to be the next important factor following the exchange of culture
This study provides information which facilitates better understandings of Thai consumers and their behaviors in the selection of restaurants. There are several suggestions which can be drawn from the results of this study. As Thai consumers give high importance to the restaurant image, the restaurants are advised to focus in all the elements which would contribute to improve the restaurants image. The managements of ethnic restaurants are advised to maintain their product differentiation strategy by providing the authentic taste. The food authenticity, uniqueness of food and appearance of food are the most important factors that Thai consumers consider to be important while dining at the ethnic restaurants.
The research was conducted in the city of Bangkok. Further research could be conducted at the other provinces of Thailand to find out more about Thai consumers.

By : Md Ashraful Alam Rana / Degree : International Master Of Business Administration / Major : International Business Management

5. Implementation of the Customer Relationship Management for small business

Abstract

Customer relationship management is the mix of people, process, and technology that provide knowledge about customer need to improve business strategy, and create a long term relationships with customer. It is not only a technology solution, success in CRM involve largely around people. To build a strong understanding of the meaning and role of people and process of CRM.
This study analyze the implementation of the CRM processes and people dependencies and propositions about their needs. It underlines the responsibility of executive and operational staff in making critical decision and using communications to lead relationship management with their customers.
To build a clear understanding of the people, processes of CRM, This research constructed proposition based on literature findings and verified them.
Although the promising potentials of CRM as a way of capturing comparative advantages in the face of the growing competition, the failure percentage of its implementations is still relatively high which causes increasing concerns for business organizations. Many studies have addressed the problem of the high rate of CRM failure from different perspectives such as strategy development and success factors implementation. The aim of this paper is to extend the line of knowledge about realizing the promising outcomes of CRM implementations. To do so, the paper is proposing a conceptual framework for successful implementation of CRM based on integrating CRM implementation phases, CRM components, and CRM success factors.
Keywords : Customer relationship management, people, processes, technology, Implementation.

By : Famoro Keita / Degree : Master of Business Administration / Major : General Management

6. The Analysis of HUAWEI International Marketing Strategy

Abstract

Economic globalization, described as the “century feature” of the 21st century, shows that the 21st century is the era of economic globalization, it is the world economy experienced a comprehensive and profound changes, a variety of resources in the global context Flow and configuration, any country cannot but face the opportunities and challenges it gives. International competition is increasing, for Chinese enterprises, the current focus is not to discuss have the issue of internationalization or not, but the problem is how to internationalize.
With the gradual transformation of Chinese society to the real market economy, the role and influence of enterprises in social life is more and more significant. Created international enterprises as IBM, GE, Microsoft, Lucent, Hewlett-Packard and other which have strong comprehensive strength and core competitiveness, Will become an important mission of Chinese enterprises in the 21st century. While many multinational companies are busy moving to China on a large scale strategic shift, China’s local enterprises have to go abroad, to the world, began its international journey, and to the world is not the ultimate goal, competition for global market share with multinational companies giants, to establish the international core competitiveness is its real purpose.
In this paper, are used the case study method and induction method to carry out empirical research on HUAWEI’s international marketing strategy. Explore HUAWEI’s overseas expansion strategy from its market segmentation, target market selection, product positioning and 4P (product, price, place, promotion) and 4C (customer, cost, convenience, communication), hoping to sum up the international development of China’s private enterprises from experience and problems of HUAWEI’s international development process, Provide important empirical reference for Chinese enterprises that have been and will be implemented internationalization strategies, and also hope to help the communications operators to conduct a comprehensive, systematic thinking of the selection and implementation on the international strategy.
The paper is divided into six chapters, Chapter 1 briefly introduces the status of enterprises, the research background, research significance and content; Chapter 2 introduces the famous 4P, 4C and 4Ps marketing theory. Chapter 3 introduces the internationalization motive of HUAWEI company, and analysis HUAWEI’s SWOT. Chapter 4 Using STP, 4P and 4C to analyze HUAWEI’s marketing strategy and elaborate strategic fulcrum. Chapter 5 analyzes the problems of HUAWEI’s internationalization. Chapter 6 discusses the future with the opportunities, challenges and insufficient that HUAWEI faces.

Keywords: Marketing strategy; 4P; 4C; 4Ps;STP; SWOT; Cooperation.

7. Chinese Gambling Superstitious Beliefs and Lottery Gambling Intensity The Mediation of Counterfactual Thought

Abstract

People in China spend a lot of time and money on lottery gambling. Lottery gamblers in Chaozhou, China, display Chinese superstitious beliefs about gambling and counterfactual thought. The researcher hypothesised that endorsement of Chinese gambling superstitious beliefs would predict lottery gambling intensity and that counterfactual thought would mediate the relationship between Chinese gambling superstitious beliefs and lottery gambling intensity. One hundred and sixty-six participants completed an internet questionnaire on Chinese gambling superstitious beliefs, counterfactual thought and lottery gambling intensity. Chinese gambling superstitious beliefs were defined as beliefs that two independent events were associated, counterfactual thought was defined as the thought of the alternative reality and lottery gambling intensity was defined in terms of the amount of money and length of time spent on lottery gambling. The results showed that Chinese gambling superstitious beliefs predicted lottery gambling intensity, but counterfactual thought did not mediate this relationship. A competing model was then tested; the results showed that Chinese gambling superstitious beliefs mediated the relationship between counterfactual thought and lottery gambling intensity. Chinese people seemed to be attracted to lottery gambling by the prospect of winning large sums of money and they use superstitious beliefs to attempt to identify winning numbers. Services for lottery addicts could use the results of this study to educate them out of their gambling superstitious beliefs and belief in a counterfactual reality.

Keywords: Chinese gambling superstitious beliefs, counterfactual thought, lottery gambling intensity, mediation effect, psychology of gambling

8. Development Prospect of Electric Vehicles in the Automotive Market of China

Abstract

Now day in China, the purchasing power of Chinese consumers is constantly increasing, buying cars is a hot topic for Chinese consumers. Purchasing cars is not difficult for average Chinese consumers due to higher per capita incomes and the growth of the automobile industry. Most families can afford a car. China faces this huge consumer demand. However, due to environmental pollution caused by ordinary cars and huge energy consumption, the Chinese government has promulgated a series of car purchase restrictions and vehicle emission standards. However, this series of measures still cannot alleviate and balance consumer demand for cars as well as a series of automotive environment and the shortage of energy and resources. As Chinese consumers increasingly demand cars, the Chinese government must balance the environmental pollution caused by car consumption with the huge energy consumption.
From now until the next decade maybe two or three-decade China will face the situation that supply and demand, energy shortages and harsh environmental pollution. The electric vehicles are clearly a good way to solve this contradiction. So, in the future in the Chinese vehicle market the electric vehicle will have a huge demand. This study is helpfully for both consumer and the manufactory in China.
New energy vehicle is the inevitable trend of the development of human automobile industry, and the electric vehicle is one of the best new energy vehicle for the future, in the paper the author finds out development prospect of electric vehicles in China automotive market. This study the author uses survey and questionnaires to find out the relationship between (1) the mature and stable level of electric vehicle technology in the China market, (2) the affordable and reasonable price of electric vehicle in the China market, (3) the understand level of the advantages and characteristics of electric vehicles in the China market and the development prospect of electric vehicles in China automotive market.
After the author analyzed the data from the questionnaire and survey, the factor matures and stable of electric vehicle technology is the most important factor that influence the consumer make a buying decision in the China market and it will strongly affect the development prospect of electric vehicles in China automotive market. The second factor is the affordable and reasonable price of electric vehicle in the China market and this factor also moderate influence the Chinses development prospect of electric vehicles in China automotive market. Last but not least the understand level of the advantages and characteristics of electric vehicles in the China market moderate to the development prospect of electric vehicles in China automotive market. The three factors that in the hypothesis has played an important role when consumers purchase an electric vehicle.
The last chapter, the author summed up the main points of the article. Electric vehicle will become the mainstream of the future vehicle market. China has a huge demand for electric vehicles. Development prospect of electric vehicles in China automotive market will be promising, and the three factors in the hypothesis truly affect the development prospect of electric vehicles in China automotive market.

Keywords: Electric Vehicles, Automotive Market, China, Development Prospect

9. A Study on Intelligent Building Construction Project Process Management: A Germen Project as an Example

Abstract

Intelligent buildings first appeared in 1984, and intelligent buildings have become more and more popular in the 21st century. Through vigorous development in recent decades, intelligent buildings have gained more and more attention as an important infrastructure for the information society in the process of global informationization and the continuous development of information industry. As a discipline, there are many disciplines and departments involved in the intelligent building under the rapid development of intelligent technology. In the process of implementing intelligent building project, the project management mode of project quality is closely linked. The successful implementation of intelligent building projects is inseparable with project management and mature technology. Intelligent building technology has now been developed quite mature, however, intelligent building construction project management level still needs to be further improved, which is of great significance to the smooth implementation of the project. In view of this, this article takes a project in Germany as an example, based on the status quo of intelligent buildings at home and abroad and related research results, based on the relevant theories of intelligent buildings, a project overview of Germany is introduced, analyzes project implementation process management status from the project construction progress, construction cost and construction quality analysis and analyzes its existing problems and causes of the construction process control results of the external factors that affect the outcome of the proposed. On the basis of this, there are recommendations, for example, to improve the progress of the management of a clear schedule of the basic requirements of management and progress of the project schedule management, to pay full attention project costs on the cost management, to strengthen the construction site management of the order and the quality of scientific accounting costs and ensure the authenticity of the data and finally to raise targeted control measures to quality. In short, in the project construction process management, it should conduct a comprehensive and integrated management of progress, quality and cost, so as to ensure the smooth implementation of the project.

Key words: intelligent building, construction project, process management.
By: Qu Bo
Degree: Master of Business Administration
Major: Business Administration
Advisor: Asst. Professor. Qiu Chao

10. Research on The Correlation of Wechat Marketing and Brand Loyalty

Abstract

As the rapid growth of the Internet and changes in consumers’ needs in health in the new economuation, it is very important to study about internet marketing for the health care products enterprises to meet the needs of consumers. How to use the Internet to help health care products companies get out of their predicament and establish a good customer loyalty is the focus of this article.
Based on this, this paper takes the WeChat marketing, which has a large number of active users in the internet as an example to study the international brand loyalty of health products. The first part mainly states the background, the purpose of the significance of innovation points and theoretical framework for a general description of the research; The second part is involved in the internet micro-channel marketing, health products brand loyalty related concepts, literature review and theoretical review to explain the impact of WeChat marketing on brand loyalty in the field of healthcare products. The third part puts forward hypothesis by combing the research methods, as well as forming the research questionnaire, and carries on the Pilot test measurement. In the fourth part, through the descriptive analysis, reliability analysis and validity analysis of the collected data, the correlation analysis is carried out under the condition of credible data, finally the relationship between the research
variables is obtained. In the fourth part, through the descriptive analysis, reliability analysis and validity analysis of the collected data, the correlation analysis is carried out under the condition of credible data, finally the relationship between the research variables is obtained. The fifth part empirically studies the factors that influence brand loyalty of WeChat marketing in internet marketing through empirical methods. The result shows that the quality of WeChat related information, frequency, interaction and recreation, promotion information, customers service and other dimensions have a positive and significant correlation to brand loyalty of health products.
The research in this paper has practical significance. Health-care products companies can use the results of this article to strengthen the establishment of brand loyalty in WeChat marketing. On the one hand, they can obtain higher value with low cost and moreover, they can provide the public life and safety escort.

Keywords: Internet, WeChat marketing, health care brand loyalty
BY : QIAN JUAN
Degree : Master of Business Administration
Major: Business Administration
Advisor: Asst. Professor. Qiu Chao)

11. The Factors has Influenced Purchasing Decision at Kingpower Duty Free Shop of Chinese Tourist

Abstract

The purpose of this research aims for: (1) study personal factors of Chinese tourist, (2) study purchasing behavior in Kingpower duty free shop of Chinese tourist and (3) study factors has influence to purchasing decision at Kingpower duty free shop of Chinese tourist. The research was conducted by representative sample around 400 persons. Data were collected using questionnaire, frequency, percentage, mean, standard deviation and One-way Anova: f-test.
The finding research was : majority of answerer are female average age between 30-39 years old, who had completed their education level in bachelor degree, average income 30,001-40,000 baht per month, they marital status are married and employee at private company. The goods that they buy is food and souvenir. Buying purpose is for souvenir and gift. Buying decision by their own, buying distribution by walk at Kingpower duty free shop and buying procedure is promotion. In addition to buying purchasing at Kingpower duty free shop of Chinese tourist. In overall Chinese tourist had high level in purchasing decision, that is to say: (1) promotion, (2)personal, (3)service processing, (4)physical environment, (5)price, (6)distribution channel and (7)product.
Hypothesis testing found that: the tourist had differed in gender, age, education level, income and occupation they had differed in an influence to purchasing decision at Kingpower duty free shop. However the tourist had differed in status they had similar in an influence to purchasing decision in overall and aspect. Furthermore Chinese tourist behavior in purchasing decision participant and distribution channel had differed in an influence to purchasing decision at Kingpower duty free shop. As for product, purpose, buying chance and purchasing decision procedure had similar in purchasing decision at Kingpower duty free shop in overall and aspect for level of statistical significance 0.05.

Researcher: Miss Ruli Ma
Degree: Master of Business Administration
Major: General Management
Advisor: Jomphong Mongkolvanich (Assoc. Prof.)

12. Empirical Research on Influence Factors of User’s Satisfaction of Mobile Video Application

Abstract

Along with the evolvement of the times, popularization of smart phones, arrival of incoming 5G and WIFI layout spread all over the city, people have become increasingly dependent on mobile phones. Rich applications satisfy the user’s demands. What studied in this paper is the mobile video application, which is one of mobile application types developed at the fastest speed in recent two years. Upon its arrival, the users can watch programs through mobile phone, thus substituting the function of TV and computer to a certain extent and satisfying people’s demand for watching movies and giving more choices for users to pass fragments of time.

The output value of swiftly developed video industry is expected to reach 100 billion in 2018. There is also huge market space for mobile phone, which is one of significant medium. However, most researches on mobile video application carried out at home and abroad relate to the development history and tendency but less are related to the quantitative research. The investigation of satisfaction is universally applied into research on physical product and service. However, there are fewer and fewer ways combining the satisfaction and internet product. In this paper, through study on existing theories on satisfaction and by combining the practical features of mobile video application, the hypotheses are proposed and the model is built. Through empirical analysis of questionnaire, the influence factors of mobile video application are studied.

Through analysis on data of the investigation result, it’s found that the basic property and video content, interactivity, economy, responsiveness and ease of use of mobile phone video application has positive influence on user satisfaction. According to these qualitative research results, relevant suggestions are provided for the development of mobile video application. It is anticipated that reference could be provided for the development of the industry.

Key words: Mobile video application, Satisfaction, Influence factor, Empirical analysis

By: XUELIANG LIU
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assoc. Professor. Li, Chiao-Ming

13. An Empirical Study on Influencing Factors of Customer Satisfaction to Elimination Mobile Game

Abstract

With the rapid development of times and continuous progresses of technologies in the era of internet, mobile phone has become an essential part of people’s daily life. People’s life becomes dramatic convenience because of diversified mobile applications. Elimination mobile game applications are highly appreciated as soon as they are launched. Compared to computer games, elimination mobile game integrates convenience and interestingness of mobile games. It has attracted massive users, covering users from all sectors of the society and users of all ages.

As a fragmentary time game application, the game time is mainly controlled in 30min, which realizes convenience and interestingness truly. Existing studies on elimination mobile game applications are not comprehensive yet. In this paper, key attentions are paid to customer satisfaction (CS) to elimination mobile game applications. The concept of satisfaction is often used to study traditional products and services. It is one of important factors that reflect quality of various mobile applications at present. Here, it is studied by combining questionnaire survey and data analysis. The research model is established according to hypotheses. Influencing factors of CS to elimination mobile game applications are disclosed.

Based on survey results and analysis, general features, game content, and economic efficiency and interaction are three major influencing factors of elimination mobile game applications. Some rationalization suggestions are proposed according to conclusions. This paper is hoped to provide references for development of elimination mobile game applications.

Keywords: Elimination mobile game application, customer satisfaction, empirical analysis, influencing factors

By: JIQIHE
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor: Dr Ching-fang Chi

14. Research on the impact of online comment information on consumer Purchasing desicions

Abstract

In the rapid development of the Internet, mobile payment gradually into people’s daily life, among them, the number of users of mobile phone users accounted for more than 90%, consumers have gradually formed the use of mobile phones to pay the line under the consumer habits. In view of the rapid development of the Internet, especially the mobile phone payment, the competition of the major electric power platforms has also entered the state of white fever. How to break through the shackles of the traditional promotion framework, and strive for more consumers to become the focus of the major electric and network retailers. According to the report of the international renowned research institutions, more than 90% of consumers in the selection of goods or services before the Internet to browse the relevant products or services comments, whether the choice of online or offline consumption, this conclusion is established. Therefore, the text chooses the consumer to be familiar with very high “clothing” as the survey product, the investigation of college students and young people who have just graduated soon, from the point of view of online commentary information features, is to study the impact of their decision-making on consumers ‘ purchase, thus helping enterprises to attract more customers more efficiently.
Starting from seven dimensions of online comment information, seven dimensions include not only the more common feature variables (valence, length, quantity, quality and type) of online comment information, but also the study of relatively few feature variables (presentation form and timeliness), Then we explore the effect of the seven-dimension variables on the consumer’s final purchase decision. In order to satisfy the research goal and the need of testing the research hypothesis, this research is based on the theory analysis, and uses the empirical research method, not only from the qualitative analysis angle, but also from the quantitative analysis aspect, has carried on the research to the related question. First, through the past related literature reading and finishing summary, to draw up the expert interview outline; second, through small-scale group interviews and depth interview methods to form a preliminary questionnaire; third, a small range of online electronic version of the form of questionnaires in advance research, The reliability Analysis and validity analysis (factor analysis) of the sample data collected by the pre-research survey, according to the analysis result of SPSS statistical analysis software, delete the unreasonable title item, revise the question item which needs to be optimized, get the final version of the questionnaire; The formal questionnaire survey is through the online electronic version of questionnaires and offline paper version of the form of the simultaneous distribution of questionnaires, to obtain an effective questionnaire of 310, in line with the basic requirements of the questionnaire survey method.

The research model of this paper relates to the variables of seven dimensions of online comment information features, after analyzing the collected sample questionnaire data, it is found that the five variables have significant effect on the dependent variables except the comment length and the timeliness, and the validity of the model and the hypotheses of the research are verified.

Keywords: online comments; information characteristics; consumer behavior; buying decisions

By: Bangren Wang
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor. Ching-Fang Chi

15. Research on the Incentive Strategy of ZY Employee

Abstract

The employees of the enterprises is a key factor in the success of the company so how to motivate the employees effectively has been the most important problem that a enterprise needs to think about.

Taking the ZY company as the study object, this paper compares the non- salary motivation and wage motivation through the research on the psychology theory, motivation theories and economics and so on. According to the analysis of the characteristics of knowledge-based employees and the motivation factors on other aspects, it obtains the first-hand information with the combination of questionnaire survey to analyze the knowledge-based employees of ZY company and concludes some incentive strategies and shortcomings successfully. Based on the fact, a set of scientific and reasonable incentive strategy for the knowledge-based employees with operability.

Based on a set of the incentive strategy of ZY company, the main improvements proposed in this paper are: the organizational culture for the exchange innovation of the knowledge-based employees is established to motivate the employees through the achievements and develop and improve the employees specifically through offering better chances and development. And the following achievements have been obtained: the limitation of the different incentive mechanism have gotten via the structure of the knowledge-based employees and the summary and analysis of corresponding management strategy. The implementation strategy of non-salary motivation and wage motivation in ZY for the knowledge-based employee has been proposed and the obvious advantages of the wage motivation against the non-
salary motivation has been compared. What’s more, the establishment of the motivation of working environment is pointed out to let the knowledge-based employee be able to improve the communication efficiency and the targeted management method of the non-salary motivation measures so as to retain the employees and develop the ability of the employees as well as crease greater value to provide the reference.

Keywords: Employee motivation, Knowledge-based employee, Incentive strategy

By: Chenyu Shang
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor. Shun-Chieh Chang

16. A Goal-Oriented Study on the Construction of Enterprise Internal Control Evaluation Index

Abstract

In recent years, Taobao’s consumption has grown rapidly, and the competition among e-commerce has intensified. In the increasingly fierce clothing line sales, timely understand the customer satisfaction situation, accurately grasp the influence factors of consumer satisfaction, take effective measures to improve its product quality and service, constantly strive to improve the core competitiveness of Taobao. Taking Taobao apparel industry as an example, this paper expatiates on the basic concept and influencing factors of consumer satisfaction in combination with relevant research theories of consumer satisfaction at home and abroad .All the factors, finally, for the taobao shop sellers to put forward the corresponding suggestions and countermeasures.

Keywords: Taobao; apparel industry; consumers; satisfaction

By: Cai Ling Yue
Degree: Master of Business Administration
Major: Business Administration
Advisor: Jomphong Mongkolvanich (Assoc. Prof.)

17. The Factors Influencing The Acceptance of The Alliance-Type Employment Relationship In Engineering Management Consulting Enterprises

Abstract

For consulting management companies with professional talents as their core, recruiting talents, managing talents and retaining talents are the priority tasks that enterprises need to adapt and develop in the network age, to maximize the economic benefits, and to innovate the technology and equipment at the same time, we must give full play to the advantages of enterprise human resources. In the contract employment relationship, the enterprise and employees are taken away from long-term investment, such a focus on the current short-sighted thinking has not been applied to the development of contemporary human resources management, employment relations is actually an alliance relationship (Reid Hoffman, 2015), This relationship has established a working model that encourages companies and individuals to invest in each other, and the new alliance-type employment relationship has become a hot topic in current research. In the engineering consulting management company with professional talents as the core, is this new type of alliance employment relationship acceptable to employees and what are the factors affecting employee acceptance? In view of these problems, this research has carried on the questionnaire survey to the project management Enterprise to affect the enterprise and the Employee Alliance type employment relationship acceptability. and make SPSS Statistics v23 software, descriptive statistic analysis, factor analysis and regression analysis of the survey results.

The research shows that the most notable influence on the acceptance of the alliance-type employment relationship in Engineering management Consulting Enterprises is the mode of employment relationship, followed by the corporate culture and the compensation management. From the questionnaire survey data and research results show that the company’s enterprise and employee employment relations still have a lot of space needs to be sound and perfect.

Keywords: Human Resources Management, Employment Relations, Alliance
By: Qiaoni Lu
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor.Chao Qiu

18. Study on the decision-making factors of purchase-ticket app users--taking Ctrip as an example

Abstract

With the rapid development of Internet technology, the popularity of the Internet has changed people’s way of life, changing from the former traditional entity to the current network. A consumer’s choice of buying on an APP platform is made up of a number of reasons, on the one hand, consumers will be able to buy tickets based on the overall style and needs of their own preferences, on the other hand, consumers will be satisfied with the satisfaction of the buying process Line App ticketing, and satisfaction is an important factor in the consumer’s choice of decision – making, so in this study, through the combination of traditional TAM and consumer preferences and needs ,This makes up our consumer purchasing decision – making factor research model, analyzes the overall changes of each consumer in the actual research process by means of quantitative analysis, and further enhances their practical experience.
Through the analysis of correlation analysis, it is concluded that mobile purchasing APP sensor is easy to use, useful, users use APP’s frequency, satisfaction influence consumer purchasing decision – making, the more the users use APP, the more willing the will to buy tickets.
According to regression analysis,female attach more importance to ease of use and usefulness than male, while mail are more focused on loyalty and satisfaction than female. From the level of income level, the 5000-8000 yuan group is more loyal to some kind of app purchase channel, usability and ease of use, income in the 2000 – 5000 yuan group more pay attention to app purchase satisfaction, income in more than 8000 yuan of group more note risk of heavy products.From the level of educational background,the consumer’s decision – making factors in the overall purchase decision – making factor is easy to use, useful, security, loyalty, satisfaction factor has significant degree of education, both bachelor degree or above score significantly higher than that of high school and below, indicating relative to bachelor degree or above, moreWe pay attention to all the details of the product and pay special attention to detail of the product.

Keywords: Mobile ticketing app; purchase decision; Ctrip network
By: Zihe Han
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor. Li Chiao Ming

19. Birdge PetCare brand status and brand loyalty research

Abstract

In recent years, our country economy unceasing development, the informationization level unceasingly enhances, the people’s living standard has the certain enhancement, the disposable income also gradually increases, has provided the good economic condition for the family to raise the pet. At the same time, because of the high level of population aging in the country, the change in the attitude towards marriage, more and more families choose to keep pets, pet food industry development faster, broad prospects for development. By comparing the status quo of the development of the company and the development of the brand, and further analyzing the influence factors of the brand loyalty of Bridge PetCare company by means of questionnaire, we can draw the following conclusions:

By analyzing the current status of the brand, we can find that the product innovation ability of the brand has to be improved, the brand combination is relatively poor, the lack of effective promotion strategy, the product richness and the update iteration is poor. Through the analysis of questionnaires, we can conclude that: from the demographic differences, men in Bridge PetCare brand product quality, marketing, product richness, brand loyalty to feel better than women; older people, in the Bridge PetCare brand product quality, marketing, product richness, The better the feeling of brand loyalty; income in the 5001-8000 of the crowd, the Bridge PetCare brand of product quality evaluation is better, the quality of their products have a better sense of income in the 8001-15000 of this crowd, the Bridge PetCare brand set the price strategy is relatively satisfactory, Income in this crowd of 5001-8000 Yuan, the Bridge PetCare brand of produc richness and diversity has a higher identity, indicating that
higher income groups, the brand loyalty to the Bridge PetCare brand is higher, indicating that the higher income groups in the purchase of pet food than the brand of Cadbury will be more strong desire to buy The purchase of Bridge PetCare brand in product quality, price strategy, marketing, product richness, brand loyalty is worth more than no purchase. It shows that consumers who have purchased Bridge PetCare pet food have a higher degree of satisfaction with the Bridge PetCare brand, Bridge PetCare brand recognition is higher, but only through the publicity and Word-of-mouth introduction of the Bridge PetCare brand of its product quality, price strategy, marketing, product richness and brand loyalty degree of satisfaction is relatively low; the higher the frequency of the crowd, Compare the brand in the marketing and product richness of the relatively satisfied, the comparison of the low frequency of pet food purchase the brand loyalty of the brand is higher than that of the real store, which is worth more than the online, which shows that the buyer of the store has a better feeling in product quality, publicity, product richness and brand loyalty. Part of the reason is because the physical store service is better, can provide consumers with more professional advice, value-added services do a lot better than shop. Therefore, the brand should continue to optimize the operation and promotion of its shop. From the correlation, there is a significant positive correlation between brand loyalty and product quality, price strategy, marketing and product richness. It shows that the better quality of Bridge PetCare brand, the more scientific the price strategy, the more effective the marketing means, the more richness and diversity of the products, the greater loyalty of the consumers to the Bridge PetCare brand, the more the consumers will be willing to buy. Using the method of regression analysis, this paper analyzes the influence factors of brand loyalty of Bridge PetCare brand, product quality, price strategy and product richness can have a significant positive effect on brand loyalty. namely good product quality, price strategy, the richer the product, the more consumers can increase the loyalty of the brand than the company by virtue of its brand effect in the pet food industry has a broader development prospects, than the auspicious brand should take a positive response, make full use of its domestic and foreign resource advantages, and constantly develop new products , to create a new brand, to provide consumers with high-end quality products. The production of different kinds of products to meet the needs of different consumers.

Key words: Bridge PetCare, Pet Food, Brand Strategy, Brand Loyalty
By: Ma Jing
Degree: Master of Business Administration
Major: Business Administration

20. Influencing Factors of Service Innovation Management in E-business Enterprises

Abstract

With the increasing of information resources on internet, competitions among companies are getting more and fiercer. More and more companies with same or similar type of products are shifting their focuses to services due to obvious homogenization in technologies, quality and styles. For E-business companies, service innovation is an important weapon for market breakthrough. Only through continuous service innovation can meet the ever-changing customer needs.
In the paper, based on the research objective, corresponding research model and assumptions are proposed based on professional theories, and correlated variables are defined reasonably; questionnaires are distributed to objects of study and collected to make clear survey design and analysis method and build and count model further according to variables. According to hypothesis test and collected survey data, the validity of assumptions are analyzed using tools like SPSS to form research model to research the path of influence of E-business customer services to customers’ satisfaction and loyalty. Relevant suggestions for development strategies are made for the innovative management of E-business enterprises, including enhancing their strength, improving service level, active response to customers’ needs, setting transparent service standard to develop good service attitude and construct support and guarantee system for implementation of service innovation strategy. In the last part, the future research direction is put forward according to the limitation and deficiency of the research.

Key words: E-business enterprises; Service innovation management; Customer service satisfaction
By: Zhang Hanfang,
Degree: Master of Business Administration

21. The Analysis of The Factors Affecting The Customer Satisfaction of Mobile Shopping—A Case Study of Amazon

Abstract

With the rapid development of network information technology and the gradual popularization of mobile intelligent terminals, the shopping form of mobile e-commerce shows a rapid growth. Unlike the PC, mobile shopping brings people a great convenience of shopping, mobile shopping gradually replaced the computer as the main channel of online e-commerce sales, so mobile shopping has become the focus of the strategic development of E-commerce platform, but at the same time, it has brought new challenges to the mobile electric business enterprises. The mobile network shopping market competition is also intensifying, the electric business enterprise can obtain the customer’s favor in the multitudinous competitor, maintains and promotes the customer satisfaction degree becomes the electric business enterprise success or failure key.
Amazon is the largest independent e-commerce site in the world, and is one of the early leave of mobile clients. This article takes the Amazon shopping platform as an example, takes the traditional customer satisfaction as the theoretical Foundation, analyzes and compares the difference between the mobile shopping and the traditional network shopping, carries on the thorough study and the understanding to the mobile shopping service quality theory, then starts to the research to the factor which affects the mobile shopping customer satisfaction degree.
In the course of the study, based on the analysis of the factors influencing the satisfaction of mobile shopping, this paper sets up a system of Satisfaction index, establishes the influence factor model of the customer satisfaction degree of Amazon Mobile shopping, and then enters the formal questionnaire research after the prophase work, such as the scale design, the preliminary investigation and the scale revision. In the data analysis and testing phase, this paper uses statistical analysis tools SPSS19.0 and MPLUS7.4, the data were analyzed, the factor analysis, reliability validity test, demography and analysis, regression analysis, structural equation verification. Finally, the main factors affecting the customer satisfaction of mobile shopping are determined, and the influence degree of each factor is obtained. Finally, according to the results of this paper, the author puts forward some suggestions to improve the customer satisfaction of mobile network: To improve the overall service quality of mobile network shopping platform, to enhance the customer’s mobile network shopping experience, so that customers feel the value of mobile shopping, thus maximizing customer satisfaction.

Keywords: mobile network shopping, E-commerce, customer satisfaction
By: Xiujuan QI
Degree: Master of Business Administration
Major: Business Administration

22. Tmall Business Network Marketing Strategy Research-Pet Baby Living Room for case

Abstract

In recent years, with the popularization of computers and the perfection of the Internet’s various network functions, the number of people choosing to shop online is increasing. According to the 2015 statistics, Ali’s transaction volume surpassed 3 trillion yuan, Jingdong transaction volume surpassed 400 million yuan, online shopping has become a mainstream shopping way. Households can buy goods from around the world, and because of the store rent, ZhouZhe purchase channel, a lot of labor expenses, And from time to time there will be “second kill”, “group buying” and other activities, The price of online goods has a great advantage in the brick-and-mortar stores. But the biggest feature of physical stores is the experience of the commodity, which can give consumers one of the most intuitive feelings, while returning the goods is more convenient. So, for consumers, online stores and brick-and-mortar stores have different degrees of risk, so online stores and brick-and-mortar operators can take some effective measures against their own advantages.

Key words: brick-and-mortar shopping online store pet
By: Yan Wang
Degree: Master of Business Administration
Major: Business Administration

23. China's Challenges and Opportunities for Asean Economic Integration

Abstract

Asean has a strong economic complementarity with China, with great potential for economic and trade cooperation. There is also some competition in export markets and in attracting FIJI.
The establishment of China asean free trade area will make asean and China to share the benefits of economic integration, realize win-win situation of economic, but also will promote the entire southeast Asia regional cooperation and promote economic development and social progress of Asia and the world.
In the 21st century, the launch of China’s asean free trade area has become the focus of global attention.
This article with economic globalization and regional background, review the development process of China to asean economic integration, and through the description on the status quo of the asean economic integration in China, analyze the characteristics of China to asean economic integration at this stage, and combining with the status quo of Chinese enterprises to asean economic integration characteristics, using dunning’s theory of international production compromise, Wells of the small-scale technology theory, and rao technology localization theory on China’s competitive advantage for asean economic integration has, investment subject, location advantages, industry sectors, and manners of investment for detailed analysis.

Key words: China;The association of south-east Asian nations (ASEAN); Economic integration ; strategy
By: WANG GUAN LIN
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor. Qiu chao

24. An Empirical Study On Internal Control And Risk Management Of Enterprises

Abstract

May 2008 and April 2010, the Ministry of Finance, the Insurance Regulatory Commission, the CBRC, the SFC and the Joint Audit Commission issued the “Enterprise internal control basic norms”, “enterprise internal control supporting guidelines”, is our country began to attach importance to strengthen internal control of the construction milestone. With the continuous development of society, our country not only strengthens the construction of internal control, but also realizes the importance of internal control. China’s emergence of a group of companies with worldwide influence, such as Oppo, Huawei, ZTE, these enterprises behind the booming, in the overseas market active layout, for the Chinese enterprises to win a place. However, most of China’s enterprises have not formed the system, do not have the corresponding scale effect, also did not realize the whole scientific operation and scientific management, compared with foreign enterprises still have a greater space for rise. How to reduce internal and external pressure by reducing inner control and risk management is the content of this paper.

Keyword:internal control、risk management、enterprises
By: Limin Ma
Degree: Master of Business Administration
Major: Business Administration

25. The impact of China's One Belt and One Road policy on Asean economic development

Abstract

9-10 months of 2013, President Xi Jinping visited Kazakhstan, the ASEAN countries, have proposed the construction of “Silk Road Economic Belt”, twenty-first Century “maritime Silk Road” Cooperation Initiative, called the “The Belt and Road”, and has risen to the national development strategy China. At present, China economy is in a critical period of transformation and upgrading, and ASEAN is affected by the debt crisis economic recovery said of an aged person. Under this background, Chinese put forward the strategic planning and construction of “The Belt and Road”, received a positive response from the ASEAN countries, provides a historic opportunity for the ASEAN Economic and trade development and Chinese.
This paper focuses on trade in goods, trade in services, and the dependence on the scale of investment in four aspects of the Chinese ASEAN FTA construction present situation, discusses the development of today’s achievements and existing problems in the development of free trade zones. Based on the analysis China ASEAN Free Trade Zone in the development process encountered difficulties, puts forward how to seize the The Belt and Road policy, accelerate the economic and trade exchanges and Chinese ASEAN FTA’s specific policy recommendations.

KEY WORDS: Belt and road initiative; China ASEAN Free Trade Zone; Economic and trade relation;International direct investment
By: TANG ZHENGYE
Degree: Master of Business Administration
Major: Business Administration

26. Market Positioning and Development Strategy of Lithium Battery Products-Based on BYD Group

Abstract

The market orientation and market development strategy of lithium battery products are the core of the development of enterprises. Therefore, through the whole business management process of the enterprise, how to locate their own market and products. If we use more advanced development strategy in the course of fierce market operation, can we realize the rapid development of enterprises, which is related to the management of enterprises and the problems that must be taken into consideration in the initial and product development process of the enterprise. As we all know, human beings have already faced a more serious production situation and economic situation, and the world’s population is constantly increasing and the environmental quality is declining so that human beings are faced with serious sustainable development problems, so it is necessary to develop sustainable industries through the use of sustainable energy. The management and development of the industry, while lithium battery industry, as the new energy industry, is an important link in the process of sustainable development. At present, lithium battery industry has made great progress in the government and the state, and China’s market share in the production and manufacturing of lithium battery has occupied the world’s first, especially the lithium-ion battery of BYD Group, which accounts for about one-third of the world’s lithium battery market. Therefore, through the research of BYD’s lithium battery, lithium electronic products, and then research its development strategy, by using the relevant knowledge of marketing, research BYD Group’s entire lithium battery development strategy, and thus put forward the corresponding development plan, for the lithium battery industry to provide more development Opportunities to achieve the leap-forward development of China’s lithium battery market.

Keywords: lithium battery, market positioning, product strategy, BYD
By: Xueting Wang
Degree: Master of Business Administration
Major: Business Administration

27. An Analysis of The Research Factors of College Students Continuing Use of Takeaway

Abstract

With Prime Minister Li Keqiang put forward the concept of” Internet +”, internet has produced a variety of Internet products.The purpose of this study is to explore the factors that college student continue to use the takeaway app.This study, combined with previous studies,combining with the characteristics of this study.This paper put perceived performance into the model.Perceived performance includes four aspects of perceived usefulness, perceived convenience, perceived quality and perceived price advantage,to study the direct impact factors of perceived performance on the college students’ willingness to use.In terms of data collection,through the line off and the line in two ways to collect the questionnaire.In the research method,this paper describes the data and factor analysis.
In this study, through empirical research,the perceived quality of the user has no significant effect on the continue to use,college student perceived price advantage has no significant effect on the continue to use.Perceived usefulness, perceived convenience have a significant positive impact on the college student continue to use.College student satisfaction has a significant impact on the college student continue to use.Perceived usefulness, perceived convenience, perceived price advantage, and perceived quality have a significant positive effect on expectation confirmation.From the overall impact of factors,expectation confirmation has the greatest impact, followed by customer satisfaction, perceived convenience and perceived usefulness.This study is based on the results of the study and combined with the actual situation of catering O2O industry,this paper put forward marketing advice and summarizes the research deficiencies and future prospects.

Keywords : takeaway app; perceived performance; continued to use; college students
By: Xu Yang
Degree: Master of Business Administration
Major: Business Administration

28. A Study on Methods for Human Resources Management of Enterprise Based on Information Technology

Abstract

In the era of knowledge economy, knowledge is the fundamental source of enterprise development, and people as the master of knowledge, the status of enterprises in the increasingly important. Traditional personnel management, whether in the management philosophy or system, or in the management methods are unable to adapt to the “people-oriented” management philosophy and increasing competition pressure, the need for radical change and innovation. Especially in the process of enterprise information construction, how to effectively implement the human resource management reform, and thus to protect the operation of enterprise human resources management mechanism to enhance the performance of enterprise management has become an important research content of modern enterprise human resource management reform. On the basis of absorbing the relevant research results at home and abroad, this paper makes a thorough analysis on the human resource management system and method of information technology and how to implement the modern human resource management concept and apply it to enterprise practice.
This paper firstly analyzes the relevant theories of human resource management informatization, and discusses the concept and connotation of human resource management informatization. And then discuss the current situation of human resources in Novo Nordisk, the company, the human resources management functions are not perfect, human resources management and business process standardization needs to be improved at all levels of modern human resources management needs to be strengthened, training status is not ideal, human resources Management means relatively backward, performance appraisal system is imperfect, job management efficiency is low, so Novo Nordisk on human resources management information construction to a strong demand. On the basis of this, this paper puts forward the human resource management method based on information technology, puts forward the solution of human resource informationization, analyzes the demand of human resource information system from the aspects of staff demand, human resource needs and decision-making needs. Analysis of the specific information technology solutions, and ultimately in the practical application of good results.

Keywords: informatization; human resources; demand
By: Liu He
Degree: Master
Major: Business Administration (MBA)

29. An Empirical Study on Influencing Factors of Customer Satisfaction to Elimination Mobile Game

Abstract

With the rapid development of times and continuous progresses of technologies in the era of internet, mobile phone has become an essential part of people’s daily life. People’s life becomes dramatic convenience because of diversified mobile applications. Elimination mobile game applications are highly appreciated as soon as they are launched. Compared to computer games, elimination mobile game integrates convenience and interestingness of mobile games. It has attracted massive users, covering users from all sectors of the society and users of all ages.
As a fragmentary time game application, the game time is mainly controlled in 30min, which realizes convenience and interestingness truly. Existing studies on elimination mobile game applications are not comprehensive yet. In this paper, key attentions are paid to customer satisfaction (CS) to elimination mobile game applications. The concept of satisfaction is often used to study traditional products and services. It is one of important factors that reflect quality of various mobile applications at present. Here, it is studied by combining questionnaire survey and data analysis. The research model is established according to hypotheses. Influencing factors of CS to elimination mobile game applications are disclosed.
Based on survey results and analysis, general features, game content, and economic efficiency and interaction are three major influencing factors of elimination mobile game applications. Some rationalization suggestions are proposed according to conclusions. This paper is hoped to provide references for development of elimination mobile game applications.

Keywords: Elimination mobile game application, customer satisfaction, empirical analysis, influencing factors

30. The Influence of Brand Image on Consumer Buying Behavior—A Case Study of Coca Cola

Abstract

It is the brand era today, brand has begun to become an important role in consumer life, brand image has become a key part of competition for enterprises.In the process of spreading brand, brand image is the most direct and effective.Therefore, it is necessary for enterprise to establish their brand image according with their brand before producing and promoting products. It has been proved and acknowledged by the enterprises that the brand image influences consumer’s purchasing behavior.In the process of shaping a successful brand image, the following parts need to be controlled:”corporate image”, “advertising image”, “product image”,”customer image”,”service image”,”quality image”etc. This article will discuss the influence of brand image on consumer buying behavior.

Key Words:brand image, consumer buying behavior,influence

31. Study about the Belt and Road’s Impact on China and the World

Abstract

In September 2013, during his visit to Kazakhstan, Chinese President Xi Jinping first proposed the establishment of a “Silk Road Economic Belt”. In October 2013, President Xi visited the ASEAN countries and proposed in parliamentary speech held in Indonesia that China should jointly build “the 21st Century Maritime Silk Road” with the ASEAN countries. Subsequently, the decision of pushing forward the construction of the Silk Road Economic Belt and the Maritime Silk Road and forming a new pattern of opening in all directions was put into the “Decision of the CPC Central Committee on Several Important Issues concerning the Overall Deepening of Reform”. At this point, the “Silk Road Economic Belt” and “21st Century Maritime Silk Road” officially upgraded to the national top design and is called “the Belt and Road”. The proposed strategy was not only in line with the current international situation and the changes in the international situation, but also was the time-selected option for resolving the stage issue of national development during the period of social transformation in China. The purpose of this study is to fully analyze and summarize the theoretical aspects of the “Belt and Road” strategy and its implications. From the perspective of differential order pattern, this paper analyzes the policy design of this strategy. Taking China as a perspective, the study makes a longitudinal comparison between” The Belt and Road” strategy and the ancient Silk Road and compares them horizontally with the TPP(Trans-Pacific Partnership). It also analyzes the political, economic, cultural, international, regional and domestic levels of the countries along the line the challenges faced include the game between the United States, Russia, India and other countries, the attitude in multi-bilateral cooperation and the role played by regional development. In addition, this study introduces the sociological theory of “difference order pattern”. By analyzing the data of the difference with the orderliness and spatial distribution of the industrial advancement in the Belt and Road strategy of China at present, based on the strategic framework of “One Belt and One Road”, the study clarifying the possible implications and problems facing China’s politics, economy, culture and country image, and trying to make some suggestions. On the political side, the Belt and Road policy will consolidate China’s political status and help China to development of multilateral relations. On the economy side, the Belt and Road policy will help China Cut excessive industrial capacity and benefit all “Belt and Road” members. On the culture side, The Belt and Road will Chinese culture output and improve cultural influence.

Keywords: Belt and Road, industry promotion, development strategy
Author : Miss.Yuxuan Lin
Degree : Master of Business Administration
Major : International Business Management
Advisor : Dr. Jomphong Mongkolvanich

32. Improvement of Dependability of Metro System by Maintenance Activity

Abstract

Reliability was evaluated for improvement to conform with the design for mass transportation service. This study aims to present the Metro System Reliability Improvement by maintenance planning which is appropriated with real equipment usage.
The Metro System reliability will increase when the maintenance planning for equipment under reliability risk is improved by comparing the maintenance data during the service-testing period with the producer’s maintenance data. The maintenance report will be adjusted theoretically according to the risk of the equipment failure during the testing period. By ranking the important equipment that may affect the Metro System reliability so that the maintenance plan can be set before failure. Meanwhile, the Metro System reliability can be evaluated before and after the maintenance improvement to assure the result of the study.
The study found that the frequency of planned maintenance task in accordance with the conditions of use. Availability of the system increased from 99.75% to 100%, the emergency workload is reduced from 52 works which can be completed just 96.23% to only 12 works which can be completed, all from such results can make an estimation that the system had a higher reliability mean while unavailability of the service is reduced as a directly resulted in the electric system has more dependability.

By : Mr. Pradit Kaewsarn
Degree : Master of Engineering
Major Field : Engineering Management
Thesis Advisor: Asst. Prof. Dr. Arthit Sode-Yome
Co-Advisor : Asst.Prof.Dr.Chalermkiat Wongvanichtawee

33. Study on Employee Satisfaction of Four-star Hotel in China

Abstract

With empirical approaches, survey research and statistical analysis, the author combined accurate qualitative research and quantitative research. Next, the author set up an evaluation mode for employee satisfaction of Huai’an Chuyun Hotel based on explaining the importance of employee satisfaction to corporate development and the theoretical foundation of employee satisfaction at home and abroad. Through the general situation of Huai’an Chuyun Hotel, the author conducted research and statistical analysis to find out the status quo of employee satisfaction in the hotel. The author then re-researched the demand characteristics of and differences between different employees in Huai’an Chuyun Hotel and analyzed main factors affecting employee satisfaction. Lastly, the author proposed countermeasures to improve the employee satisfaction degree of Huai’an Chuyun Hotel and achieve research objectives.
The thesis selects Huai’an Chuyun Hotel as its research object. Based on referring to domestic and foreign theoretical research on employee satisfaction, the author especially designed Questionnaire on Employee Satisfaction of Huai’an Chuyun Hotel. Next, the author adopted systematic methodology to find out the main factors affecting the employee satisfaction of Huai’an Chuyun Hotel, In this paper, data were analysed via principal component analysis, factor analysis and one-way ANOVA. There are close and essential connections between employees and hotels. The success of all hotels depends on employees. Employees play a crucial role in determining the survival and development of a hotel. By analyzing the statistical data of questionnaire research, the employees of Huai’an Chuyun Hotel have high affirmations of working rewards and work. In addition, most employees are also highly affirmed of their subordinates. In addition, employees are also satisfied with salary and welfare. Furthermore, hotel leaders affirm employees’ work. Conversely, employees have controversies about self-actualization, hotel values and hotel image. As a service industry, however, the hotel industry has unique natures. Hence the employees of Chuyun Hotel generally have bigger working pressure. Employees who have higher requirements on working challenges and capacity improvement have a lower satisfaction degree.

Keywords: Four-star hotel; Employee satisfaction; Staff turnover; Human resource management; Motivation

By: KAISHENG CHI
Degree: Master of business Administration
Major: Business Administration
Advisor: Ass. Professor. Chao Qiu

34. The Impact of Brand Attitude on Purchase Intention and Brand Loyalty: A Case Study of High-end Hotels

Abstract

In recent years, high-end hotel industry in China, the largest market in developing countries, has developed rapidly and the market performance of a number of multinational hotel groups in China has seen a substantial increase. Since Sheraton Beijing Great Wall Hotel opened in 1985, Sheraton has become the first international five-star high-end chain hotel in China. After three decades, all the international hotel giants of the high-end hotel brand have landed in China, China’s local five-star hotel has also developed in full swing. However, with a development history of 30 years, the five-star high-end hotel begins to encounter multiple difficulties. Firstly, the domestic business consumption has greatly declined because of the strict control of official consumption conducted by the new government. At the same time, the number of five-star hotel which is under construction and newly- bulit is becoming larger and larger; as a result, high-end hotel market has changed from the original blue ocean market to red sea market. The main customer of high-end hotel is business and official people with higher consumption demand. With its superior quality of service and a large area of luxury decoration, high-end hotel is greatly different from ordinary hotel both in the internal service and external image. Under the impact of a highly saturated market, continuously increasing new hotels and Internet model, high-end hotel is facing a more serious form of business. From the business strategy of economic theory, as a company with the nature of the business, only when the operating income is higher than or equal to its operating costs, can a high-end hotel afford its high operating costs. So it is about changing the current high-end hotel operating mode in China, change its business strategy, and focusing on brand awareness and brand loyalty. By means of questionnaires, in terms of booking habits and customer experience, we will build a new model to analyze the impact of the hotel brand recognition and brand loyalty, focusing on improving feedback and customer attraction of high-end hotel.
Through the analysis of the questionnaire we summed up the following rules:
(1) The relationship between price sensitivity and lifestyle consistency is bidirectional. Lifestyle consistency has significant effect on price sensitivity, while price sensitivity has a significant impact on lifestyle consistency, and the intensity of the impact is not significant;
(2) The relationship between service quality and communication and public image is bidirectional. Communication and public image has a significant impact on the service quality while service quality has also a significant effect on the communication and public image. And service quality has more impact;
(3) Service quality and lifestyle consistency have a significant impact on customer satisfaction, and the impact of service quality on customer satisfaction is greater than lifestyle satisfaction.
(4) Price sensitivity and communication and public image do not find a significant impact on customer satisfaction, indicating that price sensitivity and communication and public image are not important factors for customer satisfaction ;
(5) Service quality, customer satisfaction and communication and public image have significant influence on brand cognition, and the influence of communication and public image on brand cognition is relatively small;
(6) Service quality and communication and public image have a significant positive impact on brand loyalty, and the impact of service quality is greater;
(7) Brand recognition did not find a significant impact on brand loyalty, indicating that brand recognition is not an important factor affecting brand loyalty.

Keywords: high-end hotel brand attitude brand loyalty

By: Yin Zheng
Degree: Master of business Administration
Major: Business Administration
Advisor: Ass. Professor. Li, Chiao-Ming

35. Study on the Influence of the Fifth Traffic Right on Tourism

Abstract

This article mainly studies whether the policy change of the Fifth Traffic Right has any impact on the tourism of the cities that has already implemented traffic rights and surrounding regions in China, and whether the impact of the Fifth Traffic Right varies on their tourism as to different types of cities; related policy suggestions are proposed in the end.

Since the Chinese government initiated the opening principle of “positive, progressive, orderly and guaranteed” officially in 2003, the Fifth Traffic Right has been under pilot implementation in Haikou, Shanghai and Nanjing, etc. Till now, opening experiences for more than ten years have been concluded in many cities. Meanwhile many cities such as Xi’an and Urumqi are also applying for opening traffic rights. However, whether the policy of opening traffic rights is suitable for wide promotion, whether its implementation will have positive influence on industries closely related to aviation (such as tourism), and in what way? In former studies on the economic outcome of the opening of traffic rights, most researchers have inferred that industries closely related to aviation will benefit from the policy of opening traffic rights from the perspective of qualitative research, but persuasive empirical researches were absent.

Given the situation above, this article analyzes the current situation of traffic rights in China. With ten cities that have opened the Fifth Traffic Right as research sample, it has selected statistical data for the recent twenty years from 1994 to 2013 of the ten cities, and employed econometric theory to select the independent variable and to establish the model. It carries out multiple linear regression research with opening traffic rights the exogenous change as virtual variable, and analyzes whether it has positive impact on the tourism income Since the cities that has opened traffic rights distribute widely and vary greatly, in order to give more practical value to traffic rights and provide scientific references to the cities about to open traffic rights, this article classifies the ten cities into category A and B by cluster analysis to distinguish different impacts of opening traffic rights on different types of cities. It then uses the least square method to carry out regression analysis on the two categories of cities respectively, and illustrates both theoretically and practically the impact on tourism revenue of the independent variable traffic rights in different types of cities from mechanism to quantitative performance. Finally, it uses data of the peripheral regions of cities in Category B to test the original model, and gets a significant result, which verifies and original hypothesis.

Conclusions can be drawn from the research and analysis above:
1. The exogenous variable, i.e. the Fifth Traffic Right has significant impact on the tourism revenue, which proves that promotion of the opening of Fifth Traffic Right will influence positively on the development of tourism in China.
2. According to the current situation of cities that opened traffic rights in China, categories of A and B can be divided among them through cluster analysis; cities in Category A are Nanjing, Tianjin, Xiamen, Yantai, Wuhan, Haikou and Yinchuan; cities in Category A are Beijing, Shanghai and Guangzhou.
3. As to Category A, impact of traffic right on tourism income is significant. Most of the cities are direct destinations of international travelers, thus opening of traffic rights influences directly on their tourism.
4. As to Category B, impact of traffic right on tourism income is not obvious. As main hubs and economic centers, those cities open very early and have great accessibility. Tourist flow brought by several countries that opened traffic rights contribute insignificantly to their tourism. However, it influences indirectly on small and medium-sized cities in the peripheral regions. Lacking airports or international routes, these surrounding cities with less accessibility cites rely mainly on tourist flow transited from cities in Category B, therefore benefit obviously from traffic rights.
The result of this article has both theoretical and practical value. Firstly, it analyzes and illustrates the relations of traffic rights and tourism based on quantitative research. Secondly, it evaluates the economic outcomes of tourism in current opened cities brought by this policy in China. Finally, it provides reference to the cities that are about to and are applying for opening of traffic rights.

Key Words: the Fifth Traffic Right, opening of traffic rights, tourism

By: Yin Xin
Degree: Master of business Administration
Major: Business Administration
Advisor: Ass. Professor. Li, Chiao-Ming

36. Incentive Mechanism of Small And Medium Privat Enterprises Based On Human-Oriented Management-Take Zhbd Company As An Example

Abstract

With the advancement of China’s market economy and the rapidly increasing pace of industrialization and urbanization, within the context that China’s overall economy is at the transition period, the pressure of work and life for people is growing, meanwhile, the pressure on enterprises is also growing, especially for small and medium private enterprises, they are facing a lot of development bottlenecks. An important factor in the development of an enterprise is the human problem. The key to the sustainable development of enterprises is whether the human resources department can fully release and tap the potential of staffs, therefore, a set of effective, systematic and scientific incentive mechanism for enterprises is undoubtedly an important tool to fully tap the potential of staffs and improve the staff’s job satisfaction. Talent competition is the driving force for the continuing operations of small and medium private enterprises. By investigating the status quo of ZHBD’s incentive mechanism, this paper analyzes the existing problems and puts forward a set of construction strategy for systematic incentive mechanism. The enterprise incentive mechanism plays an important role in stimulating the enthusiasm, initiative and creativity of the staff and realizing the expected goals of the enterprise. Taking ZHBD Company as an example, this paper analyzes the existing problems and causes of the enterprise incentive mechanism, also based on the basic idea of humanism and the reality of our country, this paper constructs the mode of enterprise incentive mechanism and puts forward the corresponding countermeasures and suggestions on resolving the problems existing in the enterprise incentive mechanism from the aspects of strengthening the construction of enterprise culture, providing education and training, giving reasonable remuneration and appointing proper work.
This paper analyzes the full text by drawing on the theory of incentive related theory from the incentive theory in the perspective of psychology and management theory. After proposing the research background, the significance of the topic, the Connotations, the method and the technical route of the research, this paper summarizes the relevant literatures, and then determines the research methods, analyzes the problems and causes of ZHBD’s current incentive mechanism. Through the questionnaire survey of staffs, this paper further analyzes and expounds the problems of the company’s current incentive mechanism; moreover, it specifically analyzes the management issues of the company from the internal and external environment, business development and individual staff and other aspects of the company. Finally, according to the conclusion of the survey, this paper puts forward the corresponding suggestion, that is, the design and implementation of ZHBD company incentive mechanism based on humanistic management.

Key Words: Small and Medium Private Enterprises; Incentive Mechanism; Incentive System

By: Mingzhe Li
Degree: Master of business Administration
Major: Business Administration
Advisor: Ass. Professor. Ching-Fang Chi

37. Internal Controls of Real Estate Companies - A Case of Poly Real Estate Group Co., Ltd

Abstract

Real estate industry is fundamental for China’s economy. Its emergence and development matter about the development of numerous industries, so it is fairly necessary to separately study problems with operation and management of the real estate industry. These years, it has been rather troublesome to develop internal controls for managing real estate enterprises. Thus, it is reasonable to explore problems with internal controls of many real estate enterprises. At first, this paper examines features of the whole real estate industry. Secondly, it explores related information according to the features and discusses it in combination with problems with research and development of internal control systems. Thirdly, problems with internal controls of the real estate industry are deeply analyzed with the case of Poly Real Estate Group Co., Ltd, and corresponding solutions are put forward. At last, a relatively comprehensive summary is made. Development of internal controls and improvement of problems with internal controls of enterprises appertain to future development of enterprises. At present, how to really promote development of enterprises and constantly improve internal controls of real estate enterprises is a critical issue of business management.

Keywords: Real Estate, Internal Control, Solutions
By: Zhao Mengqi
Degree: Master of business Administration
Major: Business Administration
Advisor: Ass. Professor. Li, Chiao-Ming

38. Incentive Mechanism of Small and Medium Private Enterprises Based on Human-oriented Management-Take ZHBD Company as an Example

Abstract

With the advancement of China’s market economy and the rapidly increasing pace of industrialization and urbanization, within the context that China’s overall economy is at the transition period, the pressure of work and life for people is growing, meanwhile, the pressure on enterprises is also growing, especially for small and medium private enterprises, they are facing a lot of development bottlenecks. An important factor in the development of an enterprise is the human problem. The key to the sustainable development of enterprises is whether the human resources department can fully release and tap the potential of staffs, therefore, a set of effective, systematic and scientific incentive mechanism for enterprises is undoubtedly an important tool to fully tap the potential of staffs and improve the staff’s job satisfaction. Talent competition is the driving force for the continuing operations of small and medium private enterprises. By investigating the status quo of ZHBD’s incentive mechanism, this paper analyzes the existing problems and puts forward a set of construction strategy for systematic incentive mechanism. The enterprise incentive mechanism plays an important role in stimulating the enthusiasm, initiative and creativity of the staff and realizing the expected goals of the enterprise. Taking ZHBD Company as an example, this paper analyzes the existing problems and causes of the enterprise incentive mechanism, also based on the basic idea of humanism and the reality of our country, this paper constructs the mode of enterprise incentive mechanism and puts forward the corresponding countermeasures and suggestions on resolving the problems existing in the enterprise incentive mechanism from the aspects of strengthening the construction of enterprise culture, providing education and training, giving reasonable remuneration and appointing proper work.
This paper analyzes the full text by drawing on the theory of incentive related theory from the incentive theory in the perspective of psychology and management theory. After proposing the research background, the significance of the topic, the Connotations, the method and the technical route of the research, this paper summarizes the relevant literatures, and then determines the research methods, analyzes the problems and causes of ZHBD’s current incentive mechanism. Through the questionnaire survey of staffs, this paper further analyzes and expounds the problems of the company’s current incentive mechanism; moreover, it specifically analyzes the management issues of the company from the internal and external environment, business development and individual staff and other aspects of the company. Finally, according to the conclusion of the survey, this paper puts forward the corresponding suggestion, that is, the design and implementation of ZHBD company incentive mechanism based on humanistic management.

Key Words: Small and Medium Private Enterprises; Incentive Mechanism; Incentive System
By: Li Ming Zhe
Degree: Master of business Administration
Major: Business Administration
Advisor: Ass. Professor. Chi, Ching-fang

39. An Empirical Study on the Compensation Gap and the Performance of the Company in a State - owned Listed Company

Abstract

Along with the development of social economy, the concept of management, the methods of management, and the corresponding modes of management, along with the development and progress of human practice, and present a very obvious trend of the times, with the constant development of knowledge economy, the traditional economy and the Internet are combined. Along with the development of economy and Internet communication technology, the combination of traditional industry and Internet industry has produced “Internet + “. The concept of knowledge, subversion of many traditional concepts, knowledge elements in the adjustment of the industrial structure to the rationalization direction adjustment, promote the rapid upgrading and development of technology will still play a key role. Compared with more than a decade ago, the current economic and social development of human society in accelerating to the knowledge industry stage transition, and in the enterprise management theory and management method research more reviews, also inevitably will bring profound effect. The competition of modern enterprises is largely reflected in the competition of talent, after all, all the activities of the enterprise depend on people to complete, and human resources are precious resource in all the resources of the enterprise. However, in many cases, the goal of the enterprise’s pursuit and the goal of personal development are not exactly the same, so what method is used to achieve the goal of achieving both the incentive and the rapid progress of the enterprise is precious. The heated discussion about the pay of executive pay of state – owned enterprises has made the pay issue of domestic senior management become the concern of society as a whole. Not only theorists are concerned, but entrepreneurs are also actively looking for solutions. One of the core issues of entrusted agency theory is the design incentive scheme to avoid the generation of agent problem, and the most important aspect of the incentive plan is the design of the compensation system. The research on the remuneration gap and the company’s performance relationship can provide reasonable suggestions for the establishment of a reasonable executive compensation system for enterprises.
The correlation coefficient between the return of the net assets of the listed company’s financial performance indicator and the remuneration margin of the senior management, the company’s growth, the assets and the proportion of the top 10 sharehol,ders are positive and positive correlation. The correlation coefficient between the earnings per share and the asset – liability ratio is negativeThe correlation between earnings per share and the remuneration margin of executive compensation, company’s growth, assets and the proportion of the top 10 sharehol,ders are positive and positive correlation. The correlation coefficient between earnings per share and asset – liability ratio is negativeThe number indicates a significant negative correlation. It illustrates the positive correlation between the enterprise performance index and the pay gap between executives.
It can be seen from the regression result that the remuneration margin of the senior management, the company’s growth, the assets can have a significant positive impact on the return on the net assets of the listed company’s financial performance indicator, and the asset – liability ratio has a significant negative impact on the return of net assets ;Products can have a significant positive impact on earnings per share in the performance indicators of state – owned listed companies, and the asset – liability ratio has a significant negative impact on earnings per share. The higher the pay gap, the higher the company’s net assets and earnings per share.

Key words: State-owned listed Enterprises, executive pay gap, enterprise performance
By: Li Jia Rui
Degree: Master of business Administration
Major: Business Administration
Advisor: Ass. Professor. Chi, Ching-fang

40. Cosmetics IWOM on Remale Consumer's Purchase Intention

Abstract

With the popularization and application of Internet and the coming of network economic era, shopping online has already became an indispensable part of people’s daily life, people are even more inclined toshop online because of its convenience, cheapness and variety.Cosmetics have also shaken off the traditional marketingmode.the market of online marketing is also gradually opening, and the importance is becoming increasingly apparent.With the development of online marketing of cosmetics, the influence of IWOM (Internet Word-of-Mouth) on consumers’ willingness to purchase is increasing. The evaluation of products online is the main basis for consumers to make purchase decisions. IWOM marketing has become a very popular marketing tool.Different from the traditional marketing word-of-mouth, internetword-of-mouth spread on the Internet faster, more detailed content, and internet word-of-mouth information is more convenient, fast and rich. But the credibility of internetword-of-mouth is not 100 percent. How can consumers buy cosmetics online to absorb these information, and what factors affect their purchase intention?

In this paper, through the research on the impact oflWOM on consumer’s purchase intentionat home and abroad and put forward its own research framework, and analysis of female cosmetics characteristics and consumer’s factors, through the design of questionnaire, theoretical model is established between female cosmetics IWOM and consumer’s purchase intention, build hypothesisand process questionnaire survey data, so as to find out the influence factors of IWOM on consumer’s purchase intention. The following conclusions are drawn: the number of IWOMhas a positive influence on consumer’s purchase intention;information accuracy has a significant positive influence on consumer’s purchase intention; the correlation of female cosmetics has a positive influence on consumer’s purchase intention; positive IWOM hasa positive influence on consumer’s purchase intention; negativelWOM has a significant negative impact on consumer’s purchase intention; consumer’s purchase intention is inversely proportional to consumer’s monthly income level;consumer’spurchase intention is inversely proportional to the age of them; consumer’s purchase intention is inversely proportional to the level of education.As can be seen, consumer values the number of word-of-mouth, type and content of products when buying products.At the same time, consumer’s own factors are also very important to purchase intention.Different types of consumers have different views and acceptability ononline shopping andIWOM.Therefore, as the competition of online cosmetics market becomes more and more intense, improving the number of positive IWOM and controlling the number of negative IWOM are important ways to improve competitiveness

Key words:Cosmetics; IWOM; Purchase intention
By: Ji Mei Huang
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor.Shun-Chieh Chang

41. Analysis of The Management Mode and Leadershipstyle of China's Small and Medium-Sized Enterprises

Abstract

With the advancement of our country market economy development process, the role of small and medium-sized enterprises to the national economy development more and more obvious, there is no doubt that small and medium enterprises will become a highlight in the development of national economy.

Small and medium-sized enterprises in recent years due to China’s rapid economic growth and policy support, but also obtained the further development of market economic structure gradually perfect, also promoted the social progress and the improvement of the overall welfare of our country.

Therefore, small and medium-sized enterprises have long been an important subject of economic development and an important pillar of the national economy, affecting the overall stability and potential of China’s economic development.

Management of small and medium-sized enterprises is a reflection of its soft power, is the main part of enterprise comprehensive strength, but by its scale, the limitation of capital, talent, environment, etc, are also facing many problems encountered in the process of development.

Many small and medium-sized enterprises lack advanced management systems and scientific management concepts, and there are problems such as backward management mode.
Therefore, most small arid medium-sized enterprises in China have narrow financing channels, which leads to insufficient funds and lack of development motivation.

Small and medium-sized enterprises are small in size, with low quality of products and low technology, resulting in poor market competitiveness and small market influence.

The ability of small and medium-sized enterprises to collect and analyze market information is weak, and it is unable to timely judge the changes of economic sentiment, financial environment and industrial situation, and the ability to resist risk is weak.

So its life cycle is short, and a large number of small and medium-sized enterprises fail every year.

This article first through the survey method, literature research, case study method for small and medium-sized enterprises in China and foreign small and medium-sized enterprise management mode and the leadership style analysis, finally, shows the problems in the form of SWOT, and thus puts forward China’s small and medium-sized enterprise management mode and style of leadership of the optimization scheme and the suggestion.

Key words: Management mode;Leadersliip style;Small and medium-sized enterprises.

By: YANG BO
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor. Chao QIU

42. China Huawei Enterprise Strategy Analysis

Abstract

China’s mobile communications continue to catch up with international standards at an alarming rate. Until 2014, China has more than 500 million smartphone users. China has become the largest mobile market in the world with the largest number of mobile phone users in the world.

Since its establishment in 1988, Huawei has been doing business in Shenzhen and Hong Kong since the beginning of the switch-to-switch business to a giants such as communications giant with annual sales of nearly 400 billion yuan. After studying Huawei’s 27-ycar development process and key events, Huawei the planning of the overall development strategy and the prediction of the development of the industry are the reasons why it has not failed after several crises. A careful analysis of the strategic management of Huawei is not only a macro strategic vision of pre-researching and predicting the development trend of the telecommunications industry, but also a business strategic plan for what kind of products the company belongs to. It penetrates into all Huawei in the heart of the corporate culture, core values, organizational and transformational elements of a high degree of integration of strategic thinking. It is precisely because of this global and systematic strategic thinking, Huawei has built a strong and lasting market competitiveness.

This article evaluates Huawei’s strategic options through the analysis of Iluawei’s external environment and its internal analysis (PAST) based on the literature at home and abroad, and then conducts strategic evaluation using SWOT analysis to control and adjust the strategy.

Keywords: strategic management; influencing factors; strategic optimization

By: Haowen Deng
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor. Chao Qiu

43. Analysis and Solution of Sharing Bikes Problem

Abstract

With the continuous innovation and continuous development of network science and technology, the Internet has changed our lives, and has already permeated every aspect of our life, and the Internet has made us feel the different way of life distinguished from the traditional life and the transformation of the traditional industry Important form. Especially in recent years, with the development of the Internet economy, the sharing of economic development is in full swing, Didi Dache is in the ascendant, share bicycles are born.
In 2017, bike sharing has become a hotly debated topic. The emergence of shared bikes has enriched the way of travel, provides convenience for the productive life and provides a new way for the governance and improvement of the environment, which provides the impetus for the development of the times and the progress of civilization. But the development of shared bikes still has some problems that can not be ignored, whether these problems can solve the future of shared bikes and the future of shared markets.
Firstly, this thesis expatiates on the development of shared economy and shared bikes, which explains the development of sharing economy and the rise of shared bikes. Secondly, through questionnaire, data statistics and other methods to the survival situation of the analysis, so that the data is true and reliable, the conclusion is more convincing. Thirdly, the paper lists the problems encountered during the development of bicycle sharing and proposes a solution. Finally, the paper presents a general description of the future development trend of shared bike. This paper analyzes the current situation and problems of shared bikes in the whole system.

By : Qingchao Sun
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor. Ching-Fang Chi

44. An Empirical study of international trade on economic growth--a case of Chinese industry panel data

Abstract

With the acceleration of international trade theory and the rapid development of world markets, the world’s economic and trade ties have been strengthened constantly, so that the interdependence of all countries and regions of the world is differentAs a result of the deepening, the opportunities for countries and their domestic enterprises to enter the world market are also increasing. In order to gain international competitive advantage and market interest in the world market, countries and regions continue to increase their international trade strength, so countries or regional economies will strengthen their international trade as the inevitable choice, and such a choice has laid a solid foundation for the growth of each participant’s economyThe foundation, some countries have also achieved world – wide economic performance. This paper first reviews the development of international trade, elaborates on the development process of international trade and uses descriptive statistical method to carry out the empirical study of 29 in,dustries in China, and makes a detailed analysis on whether trade has promoted the economic development of the economyThe author also hopes that some of the views of the article will play a guiding role in the development of economy.

Keyword: Empirical Research on Economic Growth of International Trade

By : Fei Lin Luo
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor. Ching-Fang Chi

45. The Key Determinants of Entrepreneurial Success: A Study of Small-Scale Clothing Retailers in Beijing

Abstract

China is a growing economy where entrepreneurship has a considerable importance especially business such as small clothing retailers. Information about entrepreneurial success factors and its challenges could help to improve situations of entrepreneurs in this sector. The study will assist entrepreneurs of small-scale clothing retailers to reach success in their business and overcome their challenges. It will also encourage individuals to consider entrepreneurship as a job solution.
This study aims at determining the key determinant to entrepreneurial success for small-scale clothing retailers in Beijing. The objectives of the study are to investigate the main motivations that encourage the entrepreneurs to start the small clothing retailer business, to determine the key success factors of small clothing retailers in Beijing and to identify the crucial challenges faced by the entrepreneurs in small clothing retailer store in the capital. Besides other purposes of this research is to test the relationship between entrepreneurs’ education level and profitability of the entrepreneurship and to test the relationship between entrepreneurs’ experience level and profitability of the entrepreneurship. Finally the last objective is to provide
recommendations and advices corresponding to the entrepreneurial challenges and help the entrepreneurs to reach success. 14 hypothesis have been established to support the study.
A total of 56 successful small clothing retailers’ entrepreneurs randomly selected in Beijing have been interrogated through a survey in form of a questionnaire. The Data obtained has been analyzed using SPSS software and Excel for generating descriptive statistic and correlation results.
The findings reveals that the main motivations of the entrepreneurs to start a small-scale clothing retailers are the desire for independence and autonomy and to increase their income. Further the key success factors in this sector in Beijing are previous experiences, a good customer service and having competitive prices. The results also show that the main challenges face by entrepreneurs of small-scale clothing retailer in Beijing are difficulties to attract customers, limited access to financial capital and Beijing registration and taxation systems. No statistically significant correlation has been found between education levels and profitability of business. Similarly no statistically significant correlation has been found between experience level and profitability of the business. Further the study has elaborated recommendations to help entrepreneurs to reach success and measure to overcome their challenges. For instance some steps and plan have been suggested on how to attract customers, how to develop competitive price and how to provide a good customer service in order to reach entrepreneurial success.

Keywords: Entrepreneurship, small clothing retailer, Motivations, Success Factors, Challenges, Education, Experience.
By: XUE BING GE
Degree: Master of Business Administration
Major: Business Administration
Advisor: Ass. Professor. Li Chiao-Ming

46. Research on Influencing Factors of Consuming Willingness to Use Cyclists Based on User Experience

Abstract

The acceleration of urbanization and the development of automobile industry have brought tremendous changes to the travel structure of people. Although the emergence of network-on-car has enriched the user’s travel choice, the pain of travel in the last kilometer of users has not yet been solved. For the second pain point, the government public bicycle has been operating for a long time, however, there have been drawbacks in taking the convenience of returning the vehicle. Share bike platform to pile-free bike into the market blank point to solve the user pain points, favored.
Under the background of innovation-driven economic development, Internet of Things technology has changed people’s lifestyles. With the continuous expansion of the shared economy, the shared bicycle rapidly swept across the country and even the whole world, attracting widespread attention and sharing bicycles to solve the problem of ” Last mile “travel, make people’s travel more freedom and convenience. Sharing bicycles as a slow traffic in urban areas of innovation, but also attracted the investors sought after, sharing bicycle operators in major cities to expand the number of cycling, sharing bicycles effectively opened the city traffic “last mile”, but people Short-distance travel brings convenience as well as some problems. Such as the car parked, the safety of riders, deposit supervision and a series of questions. In this paper, from the perspective of user experience, this paper analyzes the impact of visual, ease of use, applicability, risk and safety experience on consumer willingness to use. Put forward feasible suggestion and countermeasure to the sustainable development of the company in the future by sharing the bicycle, and provide reference for sharing the future development of the bicycle enterprise.

Keywords: Sharing cycling; User experience; Consumers’ willingness to use

By: Ling Li
Degree: Master of Business Administration
Major: Business Administration
Advisor: Asst. Professor Ching-Fang Chi

47. The Study on Customer Satisfaction Measurement of BH Company in Chinese Market

Abstract

Joseph M. Juran, the great American master of quality, once said, “The twentieth century is the century of productive forces and the twenty-first century is the century of quality.” Quality is an eternal theme and quality is defined as “the degree to which inherent characteristics of the entity meet the requirements.” In the current new historical period, it is developing from the conformity quality that meets the standard requirements to the adaptive quality that meets the needs of customers, and gradually is developing toward the satisfaction of customers and related parties. And quality is also evolving from a small concept that is single and meets standards to a large concept that is marked-oriented and meets the needs of customers and other related parties.
Theories and practice of company management and quality management at home and abroad have proved that customers are the bases of the survival and development of companies. If there are no satisfied customers, there is also no market space and no profit. Customer satisfaction is the core of a company’s quality management, and is also a company’s endless pursuit.
This paper summarized some points after comprehensively analyzing the status quo of customer satisfaction measurement of Chinese companies. That is, companies’ understanding of customer satisfaction and the degree of customer satisfaction is shifting from passive to active as well as from negative to positive. At the same time, companies pay more attention to practice than rational thinking in terms of customer satisfaction. This paper further emphasizes the importance for companies to conduct customer satisfaction measurement.
Based on the survey mode of American Customer Satisfaction Index (ACSI) and Chinese Customer Satisfaction Index (CCSI) and combined with the actual condition of Chinese companies, this paper designs a kind of survey mode that includes seven modules–expected quality, perceived product quality, perceived service quality, perceived value, customer satisfaction, customer complaint and customer loyalty.
Taking BH company as an example, and combining customer satisfaction measurement with the actual conditions of this company, this paper shows detailedly the whole survey process, conducts structural variable analysis, variable impact analysis, customer complaint analysis and customer comment analysis based on the data obtained from the survey and also instructs BH company to make corresponding improvements. The results prove that this method is feasible, for the company has made greater economic and social benefits.

Key Words: customer satisfaction measurement; quality management; empirical analysis
By: Ming Li
Degree: Master of Business Administration
Major: Business Administration
Advisor: (Ass. Professor. Dr. Chao QIU)

48. A stuty on the development stategy of air china

Abstract

Air China Limited has obvious advantages in China, regarding asset level, customer quality, route network and so on. In the international civil aviation industry, Air China still has a big gap in terms of fleet size, management level and human resources compared with first-class aviation enterprises.
By analyzing the external environmental factors such as the political, economic, social, technological environment and competition structure in the industry, this study summarizes the opportunity and challenge that Air China faces. Through analyzing the internal resource capacities such as the company’s product structure, human resources, marketing capabilities, production technology capabilities, the company’s financial status and the company’s value chain, this study summarizes the advantage and disadvantage of China Air’s competition. Based on the analysis of the internal and external environment of Air China, the study adopts SWOT and combines with the strategic positioning of the company to formulate the development strategy of Air China. Furthermore, it designs the development strategies means and implementation steps for Air China and the effective strategies for the internal and external environment facing the company so as to ensure the realization of the development strategy of Air China.
This study finds that Air China should take diversified, merger,
reorganization and cooperation alliance strategies to deal with changes in the external environment, and realize the new development of the enterprise through the smooth implementation of its internationalization strategy. Finally, this study will be of certain reference to the development of Air China and other domestic aviation enterprises.

Keywords: Air China, Aviation Industry; Development Strategy; Strategy Implementation.

By: Zefen Wu
Degree: Master of Business Administration
Major: Business Administration
Advisor: Asst. Professor. Qi chao

49. A comparative study of China -Thailand economic and trade relations with Thailand and Japan

Abstract

China, Japan has a long history of economic relations with Thailand. The last century in the late 60s, Thailand Economic and trade relations entered a stage of rapid development, Japan has become Thailand’s largest trading country, first aid country and the largest investment in.1975 Thailand established diplomatic relations, economic and trade relations between the two countries have been recovered rapidly, by 2014 Chinese success replace Japan to become Thailand’s largest trade partner. This paper tries to analyze the two sides and the Thailand economic history and current characteristics, comparison of Thailand, Japan and Thailand in the direction of investment such as infrastructure construction, existing problems in trade relations, and puts forward some countermeasures.

Keywords: China Japan Thailand infrastructure investment
By: Weifu Zeng
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assoc. Professor Ching-fang Chi

50. Strategic planning of Datong Development and Construction Group

Abstract

This paper summarizes the theory of strategic management, systematically expounds the strategy formulation, strategy evaluation, the core content of the implementation of the strategy, the theoretical support for the development of the company, make a brief description, the properties of the company’s organizational structure and company resources.

Through the analysis of the external environment of the company, industry environment analysis, market development environment analysis, to find out the opportunities and potential for the development of the company
Through the analysis of the internal environment of the company, starting from the analysis of the company’s value chain, to find out the company’s market position and core competitiveness
Through the analysis of the external environment and internal environment of the company, through the SWOT analysis, lists the company’s alternative strategy
To determine the company’s vision mission and strategic target. The target is 2022 after the completion of North China influential group company. The company initially established for the implementation of the strategy of three steps. In order to achieve the strategic target, the article made a full description of the main points of strategy implementation and the allocation of resources, only through talent and team dynamic mission, strategy can be effectively implemented, so the various functional departments of the effect of the strategy is an important condition to promote the company’s overall strategy to complete, do strategic control and guarantee the implementation of strategic resources is a process of dynamic correction and strategic plan.

Key words: strategic planning; strategic choice; strategy implementation; strategic security

By : Li Yifei
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assoc. Professor Ching-fang Chi

51. A Study on Factors Causing the Boom of Real Estate Market in Chinese of major cities.

Abstract

In the past two decades, the real estate industry is as the pillar industry of the country, it’s the stability and developments are related to the national economy and the people’s livelihood. The real estate market has been increasing rapidly and has grown tremendously in China’s major cities. For example, the average housing price in Beijing has risen to four times from 2007. Although housing prices have risen so much, the real estate market is still booming in major cities. High housing prices have caused many social problems. The research aims to find out the key factors that have effect on the housing price by increasing in order to solve these problems in China’s major cities in Guangdong,Shanghai,Beijing. This paper on the factors of the existence of a thorough review includes the world’s literature about real estate prices, based on Beijing, Shanghai province provincial the capital City of GuangDong province as an example, in order to collect the primary data average price, average housing prices rose. What’s more, per capital disposable income in major urban from 1997 to 2016, the population density, land resources, broad money supply, and long-term purchase mortgage rates, through a variety of analysis found that in addition to the long-term mortgage rates, monetary policy affects the rest of the various factors and the housing price which there is significant positive correlation between and analyzing the factors which cause the development of real estate economy in difference regions. Chinese government is expected to take several measures to control the housing bubble issues in major cities. Hope this article can inspire to the government to discuss and analysis which the Chinese government will adjust to the real estate market for China’s market economical regulation and development. However, the government’s decisions to improve the insight and influence in China’s real estate market researchers.
Key words: Chinese real estate market, China economy development trend, major cities, government’s policy.

By: Weigang Zhu
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assitant Professor Qiu Chao

52. The Marketing Strategy Study of New Energy Vehicles under the Low-carbon Background—Based on Tesla.

Abstract

With the economic development and progress, the automotive industry began to face the important issue of sustainable development, making the development in a bottleneck, mainly related to the environment, transportation and energy and other aspects of the crisis began. With the progress of science and technology, new energy vehicles have the advantage of energy saving, with the environment and energy have the advantages of the beginning of the global promotion and research and development. According to the State Council Development Research Center for the next 10 years forecast, China’s energy gap will be 60%. At the same time, due to fuel vehicles caused by the exhaust emissions, the impact of air quality will be more and more. Therefore, after the State Council decided to new energy automotive industry into China’s key development of the seven emerging industries. And thus makes the major car brand manufacturers continue to the Chinese market to further the promotion of new energy vehicles. In the domestic auto industry under the new situation and new features, the new market environment for Tesla new energy vehicle marketing put forward higher requirements.
In this paper, Tesla is the main research object. Firstly, the development process and marketing status of Tesla are summarized. First, the macroscopic environment and microcosmic environment of Tesla New Energy Vehicle are analyzed, And industry competitors to analyze the environment to come, Tesla new energy vehicles are currently in a country to vigorously support the new energy vehicles in the environment, with the support of national policy, competitive brands are also stepping up the layout of new energy vehicles in China product. And then SWOT analysis of Tesla marketing environment, summed up in the new energy competition in the market there are advantages, disadvantages, opportunities and challenges. On the basis of the above analysis, combined with the 4P marketing mix strategy, from the four aspects of products, prices, channels, promotions, Tesla new energy vehicles in China marketing strategy to improve the direction, for example, in the price strategy, positioning high-end Consumption of the main, to achieve brand value; distribution of power batteries and cars, reduce product prices. In the channel strategy, based on low-carbon environmental protection marketing idea innovation, and based on e-commerce marketing organization innovation. In the promotion strategy, vigorously promote the experience of marketing, to create a strong social public relations, the rational use of network promotion means. In the product strategy, focusing on the development of SUV and entry-level luxury cars, to achieve localization of product strategy, to provide more differentiated quality value-added services. Finally, the author puts forward the safeguard measures for the implementation of the marketing strategy of Tesla New Energy Vehicle, mainly to establish the guarantee mechanism of charging facilities installation service, optimize the service process of new energy vehicles and optimize the sales performance and training system.

Key words: Tesla; new energy; marketing; marketing strategy

By: Feng guoliang
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assitant Professor Qiu Chao

53. Influence of enterprise public service advertising on brand attitude of College Students

Abstract

In recent years, with the rapid development of public service advertising in China , the pursuit of the consumers on brand image and enterprise society responsibility (CSR) makes enterprises become the advertisers of Public Service Announcement(PSA) .The business investment in public service advertising not only embodies the sense of enterprises social responsibility but also enhances its corporate identity. This article mainly studies the effect on the brand attitude of university students when some enterprises invest in the public service ads. The main body of this paper consists of three parts. Firstly, the first chapter of this paper mainly sorts out the conception of public service advertising and brand attitude and summarizes the previous research on public service advertising and brand attitude . Secondly we use SPSS17.0 to to analyze the sample data collected, and finally come to conclusions based on the data analysis and give some recommendations.

Keywords: public service advertising, brand, brand attitude

By: Shi Bin
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assitant Professor Qiu Chao

54. Analysis on Marketing Strategies of Extracurricular Tutoring Institutions of Elementary and Middle School Music

Abstract

Under the environment of the nine-year compulsory education universal, every school-age children must enter the school, is affected by the current education system, learning achievement is closely related to the future of the students, examination determines the success or failure of students’ self development. In primary and secondary school music course, content of course is more scientific and appropriate, rigorous, and has stood the test practice for many years, has a certain comprehensive and systemic, but a lot of parents in order to improve the student’s academic record, course education in schools is not enough, in succession for improving students’ extracurricular remedial class, causing all kinds of middle and primary school music tutoring agencies have sprung up. Some relevant government departments are introduced during the policy, but to attend after-school tutoring students is increasing trend, promotes the sound of primary and secondary schools.
This research mainly for primary and secondary school music extracurricular counseling organization marketing strategy analysis, first outlined the research background, purpose, significance, method, content and the research both at home and abroad, has been clear about the research topic of this article. Secondly expounds the theoretical basis of this article, including 4 p and 4 c theory, and the theory of 4 s. After summarized the elementary and middle schools music extracurricular counseling organization marketing principles and the current situation of marketing strategy, the current primary and secondary school music extracurricular counseling the situation and development of the market are analyzed. Then this paper expounds the current problems existing in the primary and secondary school music extracurricular counseling organization marketing, finally based on the problems existing in the corresponding countermeasures are put forward.
The current primary and secondary school music extracurricular counseling organization faces a bigger market competition pressure, and operating costs on the rise, not conducive to the stable development of institutions. Therefore, various extracurricular counseling organizations can strengthen the online marketing, reduce their own costs, and always to the service object as the center, in order to maintain the stable operation of their own.

Key words: music; extracurricular counseling; marketing
By: Wen Jiang
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assitant Professor Qiu Chao

55. Markting research on apple inc in chinese market.

Abstract

Over the years, with the rapid development of China’s economy, people’s life quality and level has been largely improved and the mobile phone changes from a simple communication tool to a tool integrating office, social contact, entertainment and life and has new requirements in appearance, function, price and other aspects. Only with time interval of 10 years, the very expensive mobile phone that is only used by high-income families in the past and now has become a “toy” per person. China’s mobile phone market has undergone one cycle of rapid upgrading, rapid development and rapid decline.
Because of too many “cheap copy” in China, the competition in China’s mobile phone market is extremely fierce. Foreign brands such as “Motorola”, “NOKIA” and so on are all hot from the beginning to fade away from the market. But in such a competition pressure, there is still a brand to stand out from the United States to enter China’s mobile phone market, and set off a crazy trend with no recession now in China. This is the famous iPhone mobile phone series, from iPhone 1 with small crowd of customers, iPhone4 as everyone knows to iPhone 4S with national panic buying. In recent years, contrary to many mobile phone brands in Chinese mobile phone market, its sales volume has been increasing substantially, occupying 30% of Chinese mobile phone market. This result is closely related with marketing strategy and implementation of Apple mobile phone in addition to its technology, innovation, appearance and so on.
Based on the basic theory of marketing, this thesis analyzes the development and history of China’s mobile phone market and the marketing of iPhone mobile phone through Apple Inc’s background, development process, characteristics of iPhone mobile phone, regular marketing strategy and SWOT analysis. Then it analyzes the special marketing strategy of iPhone and summarizes the characteristics of its implementation to summarize the learning experience for domestic enterprises in order to improve the core competitiveness of the domestic mobile phone brand in the world.
Keywords: Marketing strategy; iPhone executive force; Core competitiveness.

BY: Ming Lu
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assistant. Professor Ching-Fang Chi
Fulltext: http://www.research-system.siam.edu/2013-12-20-04-25-20/5361-2013-12-20-05-58-692

55. Research on the Construction of Food Safety Supervision System under the Trace Ability System

Abstract

In the food safety supervision system, the construction of the food traceability system can be said to be an important part of the food safety traceability system, can better promote the supervision of food safety, can control food safety from the source, thus achieve the effective dimension to protect the rights and interests of consumers and to maintain order in the food market, how to construct the food safety supervision system in our country can be effectively constructed under the food safety traceability system, which is of great significance to safeguard food safety.
Based on this, this paper focuses on the construction of food safety supervision system in our country under the system of traceability system. First, the research background, significance and discussion on the construction of food safety supervision system under the system can be discussed; secondly, the food safety traceability system, food and food safety ,The concept of food safety supervision and food safety supervision system and other concepts and theories are discussed in order to lay a good foundation for the next research; the third step is to analyze the current situation of our country and foreign food safety supervision system under the traceability system, first from the regulatory institution, supervision power allocation and supervision function this paper analyzes the current situation of food safety supervision system in China, analyzes the existing problems, and draws on the successful experience of foreign countries such as the United States, the European Union and other foreign countries in the food safety system, and carries on the weight of food safety supervision system under the traceability system Construct, and put forward the policy suggestion of innovation of Chinese government food safety supervision system under the system of traceability system.
The following conclusions are drawn from the study of this subject:
First, at this stage, our country’s main supervision mechanism in food safety supervision is to adopt the sub section supervision. Under the traceability system, there are a series of problems in the process of food safety supervision in China, such as the fuzziness of legal norms, the definition of regulatory authority and the inability of supervision overlay all food chain, food chain supervision and fault, supervision method lag, behavioral supervision is insufficient.
Second, through the analysis of the status of food safety supervision system in the United States, the EU and other foreign countries, it is found that it has set up more scientific, coordinated and effective control over food chain in the aspects of food safety supervision, and has improved the construction of food safety regulation.
Third, under the traceability system, the system of food safety supervision in China is reconstituted mainly from three aspects: innovation government food safety supervision main body, innovation government food safety supervision tools and tools, innovation government food safety supervision mechanism and so on.
Fourth, the policy suggestion of perfecting the government food safety supervision system in our country can be improved from perfecting the legal system, clarifying the responsibilities of each department, establishing a unified food safety supervision institution, establishing perfect process supervision system, establishing scientific supervision mode, and supervising the kind of supervision To target and strengthen behavioral supervision and so on.

Keywords: Traceability system, Food safety, Regulatory system, Construction

By: Xinyu Cao
Degree: Master of Business Administration
Major: Business Administration
Advisor: Qiu Chao
Fulltext: http://www.research-system.siam.edu/2013-12-20-04-25-20/5370-2013-12-20-05-58-694

56. Survey and Analysis on Consumer Satisfaction of Taobao Apparel Industry

Abstract

In recent years, Taobao’s consumption has grown rapidly, and the competition among commerce has intensified. In the increasingly fierce clothing line sales, timely understand the customer satisfaction situation, accurately grasp the influence factors of consumer satisfaction, take effective measures to improve its product quality and service, constantly strive to improve the core competitiveness of Taobao. Taking Taobao apparel industry as an example, this paper expatiates on the basic concept and influencing factors of consumer satisfaction in combination with relevant research theories of consumer satisfaction at home and abroad .All the factors, finally, for the taobao shop sellers to put forward the corresponding suggestions and countermeasures.

Keywords: Taobao, Apparel industry, Consumers, Atisfaction

By: Chunqiu Na
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assistant Professor Qiu Chao
Fulltext: http://www.research-system.siam.edu/2013-12-20-04-25-20/5369-2013-12-20-05-58-693

57. Survey and Analysis on Consumer Satisfaction of Taobao Apparel Industry

Abstract

Thailand and China began to establish contacts can date back to the Han Dynasties in China. In recent years, the relations between China and Thailand have developed rapidly. People of both countries have enjoyed all-round development in the fields of economy and cultural exchange. Especially in the tourism industry, China has become one of the most important tourist sources in Thailand. Chinese tourists account for 28% of the total number of Thai tourists in 2017,increased by 4% over 2016.Tourism industry not only increase the revenue of tickets for tourist attractions, it has also led to the development of many related downstream industries such as hotel, restaurants, travel agencies, shopping malls, logistics and so on.In this background, the Chatuchak Weekend Market, with its distinctive Thai characteristics, has become one of the major tourist attractions Chinese tourists want to go.
Therefore, in order to the better development in Chatuchak, for improve the tourism industry in Thailand, this article takes the Chatuchak weekend market as an example to investigate the satisfaction with Chinese tourists and their revisiting intention in the form of questionnaire. Based on the relevant theories , a preliminary evaluation model of tourist satisfaction of Chatuchak is constructed. Then through SPSS to analysis the results of the questionnaire, to obtain the results about there is significant relationship between Chinese consumers satisfaction impact factors and revisit intention, to obtain the main types of consumer groups in Chatuchak weekend market and the key factors that affect the satisfaction of tourists. Finally, summarizes and gives some suggestions on how to increase tourists’ satisfaction and revisit rate of Chatuchak weekend market.

Key Words: Tourists Satisfaction; Revisiting intention; Chatuchak weekend market

By: Nong Zhengjia
Degree: Master of Business Administration
Major: International Business Administration
Advisor: Dr.Sajeerat Metheesuwapab
Fulltext: http://www.research-system.siam.edu/2013-12-20-04-25-20/5380-2013-12-20-05-58-695

58. An Analyis of Critical Impact Factors on Chinese E-Commerce Customer Satisfaction : A Case Study of Tmall.

Abstract

With the continuous development of e-commerce, e-commerce companies are facing increasingly fierce competition. In a highly competitive market environment, customers are the intangible assets of businesses. How to achieve customer satisfaction and understand the key factors affecting customer satisfaction in e-commerce activities are the key elements for merchants to gain competitive advantage. Only by maximizing customer satisfaction can companies stand out from the fierce competition.
Based on the previous research on the index system and the characteristics of online shopping and online consumers, this paper uses the largest B2C e-commerce platform Tmall in China as an example to construct and apply the evaluation index system of Tmall customer satisfaction. Then, according to the index system, a satisfaction survey questionnaire was designed. The questionnaire includes two parts: the respondent’s basic information and Tmall’s customer satisfaction survey.A 5 point Likert-type scale is used to measure various indicators in the study. A total of 300 questionnaires were issued. 252 valid questionnaires were retrieved, and the effective return rate was 84%. The customer’s actual experience provides data support for research on Tmall customer satisfaction, and customers actually participate in the entire customer satisfaction study.
For the questionnaire data collected, the sample descriptive statistics analysis was first used by the statistical software SPSS 20.0 to find that the indicator of the highest average customer satisfaction was the diversity of commodity classification. The most unsatisfactory indicator was customer privacy protection. Then Pearson’s correlation coefficient was applied to processing analysis. The most important factor influencing the customer satisfaction of Tmall was the security and convenience of electronic payment. Combining the two methods of analysis, propose the corresponding countermeasures that merchants should take to promote the further development of Tmall e-commerce.
In addition, Tmall is the e-commerce platform industry benchmark and Chinese B2C shopping site with the largest market share. Therefore, choosing Tmall as case study object and doing the influence factors analysis of Tmall e-commerce customer satisfaction, to establish which factor is the most important element that impacts Tmall customer satisfaction have a certain role in reference and inspire for other companies.

Keywords: Influencing Factors, E-Commerce, Customer Satisfaction, B2C, Chinese Tmall

By: Qiulu Qiang
Degree: Master of Business Administration
Major: Accounting
Advisor: Assoc. Prof Dr.Jomphong Mongkhonvanit (Dean, Graduate School of Business Siam University)
Fulltext: http://www.research-system.siam.edu/2013-12-20-04-25-20/5382-2013-12-20-05-58-696

59. A Study of a Bank’s Customer Relationship Management Based on Value Chain Integration.

Abstract

Customer relationship management is also one of the management measures of the bank. The quality of customer relationship management plays an important role in the core competitiveness of banks. Today, as the trend of global economic integration becomes more evident, bank A faces both internal and external challenges. It is necessary to integrate customer relationship management with customer value chain in order to enhance bank customer relationship management ability by integrating customer relationship management with customer value chain. Based on this, the main research content of this paper is A bank customer relationship management based on the value chain. The article is divided into six chapters:
The first chapter is the introduction part, the research background of the value chain integration of commercial banks and the research background of customer relationship management, and the research significance are discussed, and the main contents and the research methods of this paper are discussed.
The second section provides a theoretical basis for the research of the literature review section, aiming at customer relationship management, value chain theory, commercial bank value chain, customer value chain and value chain integration.
Keyword: customer relationship, measures, bank

Title: A Study of a Bank’s Customer Relationship Management Based on Value Chain Integration
By: Jiahui Dong
Degree: Master of Business Administration
Major: Business Administration
Advisor: Qiu Cao (Assistant Professor )

60. An Analysis of Trade Development Status and Prospects Between China and Thailand.

Abstract

Since the establishment of diplomatic ties between China and Thailand, bilateral trade has developed rapidly, China is now Thailand’s largest trading partner.
Despite the rapid development of China-Thailand trade, there are still many problems, such as the unbalanced trade development between China and Thailand, simple product structure, and etc. Thus, the author takes an analysis of the trade development status and prospect between China and Thailand as the research subject, aims to explore the reasons that affect the development of China-Thailand trade by analyzing the current development status and the development characteristics. Besides, the author will also analyze the development prospects of China-Thailand trade and make recommendations to help the China-Thailand trade more healthy development.
Firstly, this paper briefly introduces the trade background between China and Thailand, and analyzes the environment of trade. Through the comparison of the current situation of trade between China and Thailand, this paper makes a comprehensive evaluation of the current situation of China-Thailand’ foreign trade, which lays an objective foundation for the analysis of the prospects of trade between China and Thailand. Besides, by means of quantitative analysis, comparative analysis and induction, this paper makes an empirical analysis of China-Thailand trade from the aspects of the structure of China-Thailand trade import and export, the bilateral trade volume between China and Thailand, and comprehensive dependence of China-Thailand trade.
In addition, the paper analyzes the favorable and unfavorable factors that affect China-Thailand trade. The favorable factors are regional economic cooperation, RMB settlement of cross-border trade and complementary trade between China and Thailand, which provide business opportunities for the two countries. The unfavorable factors are Thailand’s political and social environment instability, investors in the wait-and-see state, which seriously affects the investment of Chinese export-oriented enterprises in Thailand. Finally, this paper analyzes the prospects of China-Thailand trade development.
Through the above analysis, the author hopes that this paper will be helpful for the two countries trade participants to provide some reference value and reference significance to the current situation and prospects of China-Thailand trade.

Keywords: Trade, Current Situation, Prospects
Title: An Analysis of Trade Development Status and Prospects Between China and Thailand
By: Wei Wei Song
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assoc.Prof.Dr.Jomphong Mongkhonvanit

61. Fraudulent claims by the Insured on online sale channel of Motor Insurance Policy.

Abstract

The objective of this study was to study and analyze the patterns of behavior of the Insured who use to avoid policy terms and exclusion to make fraudulent claims on online sale channel of Motor Insurance Policy. The survey research by questionnaires were submitted to 11 members of claim staff in one outsourcing company who provides service of claim management of online sale channel for Motor Insurance Policy to one Insurance Company.

The findings revealed that the Insured use 21 patterns to make fraudulent claims avoiding policy terms and exclusions of Motor Insurance Policy on online sale channel. The patterns are classed into 4 action groups; actions related to insurance period, the insured car, changing circumstances and person (The Insured and other parties). The pattern of changing incident driver is frequently use to avoid exclusions, such as driving of the Motor Vehicle by a person who has a blood alcohol level of not less than 150 milligrams percent; or driving of the Motor Vehicle by any person who has not been granted a valid driver’s license, or had been granted a valid driving license but was barred from using the driving license, or being granted a driver’s license for motorbikes but uses such license for driving of the Motor Vehicle or policy terms concerning deductibles. The consideration of Insurance fraud can be done by Insurance Company or Police Officer. Insurance Company can deny the claim to the Insured directly or report the case to police officer for further inspection. This study cannot produce any statistics of fraudulent motor claims.

The researcher recommend Insurance Company to provide training to motor claim surveyor who inspect at the accident scene for more efficiency, Insurance Company should do car inspection for all cars before Insurance acceptance and share the information of loss record or car/customer among Insurance Companies. Furthermore, Law enforcement and the legal penalty to the person who make and support Insurance Fraud should be not ignored. Finally, the researcher recommend the further study should be the behaviour of changing incident driver or with a larger population of respondents of members of claim staff who works for online channel sale of Motor Insurance Policy or research on Insurance fraud of any specific parties, aside from the Insured, any other Insurance aside from motor insurance or research on any Insurance fraud in statistic or a mixed research method of quantitative and qualitative.

Keyword : Motor Insurance

Title : Fraudulent claims by the Insured on online sale channel of Motor Insurance Policy
By : Miss Porntip Klintip
Degree : Master of Business Administration
Major Field : International Business Management
IS Advisor : Dr. Theerachote Pongtaweewould

62. The Analysis of Chinese Major Online Travel Agencies’ Marketing Strategy.

Abstract

In recent years, Chinese tourist industry has been explosive growth. In 2015, the numbers of Chinese oversea tourists reached 117 million, an increasing of 7.3% over 2014. By the report in 2016, China’s tourism market continued to expand steadily, the number of visitors abroad reached 122 million, 9.4% increasing of annual growth; by the Chinese National Tourism administration forecasting, oversea visitors will reach 139 million people in 2017.According to the analysts, the online outbound travel market has achieved faster than 2016 synchronism, the online traveling platform and tools are gradually improving and the user bonus period will continue.In the first half of 2017, the Chinese OTA market had sizing of 54.87 billion RMB, a year-on-year increase of 35.8%, accounting for 16.5% of the overall online travel market. In among, Tueniu’s market share ranked first, and continues to lead the group tour and outbound tourism markets to maintain industry leading advantages.
In the paper, We are going to learn the current status of China’s online travel market, using the market strategy principles(4p、7P、4Cs and SWOT) to analyze cases, and forecasting the future OTA marketing outlook, strategic plans, and corporate strategy. Even through different operations of Ctrip, Tuniu, and LY.com, we looking forward which companies will occupy the top market shares, and which companies will be leading in the market. The paper divided into six chapters, the chapter 1 briefly introduction of status of enterprises, the definition of OTA, the background of enterprises, research significance for few leading brands. Chapter 2 introduces principles ad 4P、7P、4Cs marketing theories as well. Chapter 3 demonstrate how SWOT works on OTA business cases and effect result. Chapter 4, we using marketing strategies to elaborate analysis the commercial purchase of OTA enterprises with STP, the decision making, business gaming and harvesting, analysis the Unresolved issues and negative risks of OTA companies. Chapter5 discusses the future opportunities, challenges, Insufficiency and influence, the future growth outlook.
Keyword: OTA, SWOT, marketing strategy, Marketing 4P.
Title : The Analysis of Chinese Major Online Travel Agencies’ Marketing Strategy
By : Miss Ye Zhu
Degree : Master of Business Administration
Major Field : International Business Management
IS Advisor : Assoc.Prof.Dr.Jomphong Mongkhonvanit
Fulltext : http://www.research-system.siam.edu/2013-12-20-04-25-20/5428-2013-12-20-05-58-700

63. Research on Marketing Strategy for Qing-Feng Steamed Dumpling Shop.

Abstract

The change of people’s consumption concept makes dining out more rational and regular, and also the requirement for food quality becomes higher than ever, and they put more focus on qualities, brands, specialties, cleanliness, nutrients and fastness. Under the supporting of marketing management theory, this paper compares other successful cases, and proposes optimization measures for Qing-Feng Steamed Dumpling Shop. These marketing management measures will help Qing-Feng Steamed Dumpling Shop establish a correct sense of marketing, strengthen marketing management ability, improve innovation capacity, and make sure the company developing healthily, rapidly and continuously. At the same time, it has a reference value for other companies on market management. So we think that the research on this issue has great meaning both in theory and reality.

Firstly, this paper analyzes the current marketing situation, problems and the reasons of Qing-Feng Steamed Dumpling Shop. The existing main problems are: slow pace of developing new products; lack of marketing activities; low management efficiency. There are two main reasons: the first one is top leaders don’t pay much attention on innovation of both products and services; the second one is talents training system is imperfect. Second, in order to making marketing strategies, it analyzes the macro and micro environment, and uses SWOT analysis to research on the strengths, weaknesses, opportunities and threats of Qing-Feng Steamed Dumpling Shop. At last, making Marketing Mix Strategies and supporting measurement according to the result of STP–segmenting, targeting and positioning. Following Marketing Mix Strategies are proposed after analysis and study–product strategies, price strategies, marketing channel strategies, promotional strategies and service strategies. Product strategies include: (1)speed up new product development, (2) improve the appearance of Qing-Feng steamed dumpling, (3) enhance product quality, (4) provide more salt reduction product. Service strategies include: (1) improve store environment, (2) sincere service, (3) add payment method, (4) provide amenity. Price strategies include: (1) mantissa pricing, (2) skimming pricing, (3) discriminatory pricing. Marketing channel strategies include: (1) corporate website and shop marketing, (2) social platform marketing, (3) group purchase and take-away website, (4) word-of-mouth marketing. Promotional strategies include: cultural and event marketing. The implementation guarantees-cultural and human resources guarantees are designed in order to make sure the Marketing Mix Strategies are launched smoothly.

Cultural guarantees include fully aware of the importance of corporate culture to business development; establish standard corporation management system; construction of corporate culture must closely integrate with every employee’s job objective; learning from excellent corporate culture. Human resources guarantees include: set up relatively perfect talent training system; improve the performance of performance evaluation mechanism; combination of human resources construction with the construction of corporate culture.

Keywords: Qing-Feng Steamed Dumpling Shop, China’s time-honored enterprises, Service Marketing Strategy, fast food, mass catering

Title : Research on Marketing Strategy for Qing-Feng Steamed Dumpling Shop
By : Hengyuan Li
Degree : Master of Business Administration
Major Field : International Business Management
IS Advisor : Dr.Tidanan Soon
Fulltext : http://www.research-system.siam.edu/2013-12-20-04-25-20/5429-2013-12-20-05-58-701

64. Brand Strategies Research of Charoen Pokphand Group.

Abstract

This article along the enterprises Charoen Pokphand Group of owned brands in the development of China and Thailand, With Brand strategy as the starting point, expand System study, Purpose is to analyze in the different social and cultural company background in the context of brand name, positioning and communication differences. And through by Charoen Pokphand Group’s implementation of multi-brand strategy to analyze and compare research,from analyze the implementation of the multi-brand strategy gains and losses, this for other companies and the implementation of the Sino-Thai corporate brand strategy and more for reference, and business strategy in the domestic market as the reference. Finally, to Charoen Pokphand Group’s brand communication and further development of recommendations.

First, recognize the brand positioning of brands and have a significant impact, in other words, if there is no brand positioning, product marketing and the entire brand on the whole is meaningless. At the same time the brand positioning is an important foundation for brand communication, brand communication will be set by means of media to convey the brand image to target consumers, brand positioning is designed so that brand image in the minds of consumers occupy a unique and valuable location. In addition, the brand positioning must also be able to reach through brand communications, and the brand positioning, the brand communication must be based on the premise, because the brand positioning determines the content of brand communication. Left the overall image of the brand in advance of the design, then spread the brand has lost direction and basis. So, to say Brand positioning and brand communication are interdependent both indispensable.

Second, as the Charoen Pokphand Group (CP Group) of this multinational group in particular is implementing a multi-brand strategy of enterprises should focus on the different of national, regional consumers, history, culture, customs and values. From among of looking for a breakthrough, to establish the most appropriate brand strategy. Those who do not know how to apply strategic thinking to guide the various operating companies, there is no attention to foreign culture, customs and values of the multinational corporations will eventually not have good development prospects, with this on the Charoen Pokphand Group, in domestic and foreign multi-brand communication strategy, brand naming and positioning strategy of research and analysis, that we hope able for some Chinese to Thailand or Thailand to China for develop in business do not have the financially strong companies like Charoen Pokphand Group to provide some reference views.

Key words: Charoen Pokphand Group, Brand strategy, Comparison of Chinese-Thai, Brand differentiation

Title : Brand Strategies Research of Charoen Pokphand Group
By : Zijiang Chen
Degree : Master of Business Administration
Major Field : International Business Management
IS Advisor : Dr.Chao Qiu
Fulltext : http://www.research-system.siam.edu/2013-12-20-04-25-20/5433-2013-12-20-05-58-703

65. The Research of Strategy for The 7-Eleven Convenience Store in Thailand.

Abstract

The change of people’s consumption concept makes dining out more rational and regular, and also the requirement for food quality becomes higher than ever, and they put more focus on qualities, brands, specialties, cleanliness, nutrients and fastness. Under the supporting of marketing management theory, this paper compares other successful cases, and proposes optimization measures for Qing-Feng Steamed Dumpling Shop. These marketing management measures will help Qing-Feng Steamed Dumpling Shop establish a correct sense of marketing, strengthen marketing management ability, improve innovation capacity, and make sure the company developing healthily, rapidly and continuously. At the same time, it has a reference value for other companies on market management. So we think that the research on this issue has great meaning both in theory and reality.

Firstly, this paper analyzes the current marketing situation, problems and the reasons of Qing-Feng Steamed Dumpling Shop. The existing main problems are: slow pace of developing new products; lack of marketing activities; low management efficiency. There are two main reasons: the first one is top leaders don’t pay much attention on innovation of both products and services; the second one is talents training system is imperfect. Second, in order to making marketing strategies, it analyzes the macro and micro environment, and uses SWOT analysis to research on the strengths, weaknesses, opportunities and threats of Qing-Feng Steamed Dumpling Shop. At last, making Marketing Mix Strategies and supporting measurement according to the result of STP–segmenting, targeting and positioning. Following Marketing Mix Strategies are proposed after analysis and study–product strategies, price strategies, marketing channel strategies, promotional strategies and service strategies. Product strategies include: (1)speed up new product development, (2) improve the appearance of Qing-Feng steamed dumpling, (3) enhance product quality, (4) provide more salt reduction product. Service strategies include: (1) improve store environment, (2) sincere service, (3) add payment method, (4) provide amenity. Price strategies include: (1) mantissa pricing, (2) skimming pricing, (3) discriminatory pricing. Marketing channel strategies include: (1) corporate website and shop marketing, (2) social platform marketing, (3) group purchase and take-away website, (4) word-of-mouth marketing. Promotional strategies include: cultural and event marketing. The implementation guarantees-cultural and human resources guarantees are designed in order to make sure the Marketing Mix Strategies are launched smoothly.

Cultural guarantees include fully aware of the importance of corporate culture to business development; establish standard corporation management system; construction of corporate culture must closely integrate with every employee’s job objective; learning from excellent corporate culture. Human resources guarantees include: set up relatively perfect talent training system; improve the performance of performance evaluation mechanism; combination of human resources construction with the construction of corporate culture.

Keywords: Qing-Feng Steamed Dumpling Shop, China’s time-honored enterprises, Service Marketing Strategy, fast food, mass catering

Title : The Research of Strategy for The 7-Eleven Convenience Store in Thailand
By : Mengyuan Wang
Degree : Master of Business Administration
Major Field : International Business Management
IS Advisor : Dr.Tidanan Soon
Fulltext : http://www.research-system.siam.edu/2013-12-20-04-25-20/5431-2013-12-20-05-58-702

66. A Study of the Key Factors on Foreign Tourists’ Satisfaction at the Taling Chan Floating Market in Bangkok.

Abstract

In Bangkok, Taling Chan floating market is one of the main tourist destinations for not only Thai local people but also around the world. And tourism has become one of the main industries generating billions of dollars with double digit contribution in the total GDP of the many countries including Thailand. Understanding what drives satisfaction for a tourist is one of the most relevant areas of research for the tourism industry as satisfied tourists tend to transmit their positive experience to others and to repeat their visit. The literature reveals that the level of tourist satisfaction with a particular trip is the result of different factors which are generally assessed as a comparison between the tourist’s perception of the products and services he receives and the expe ctations generated before and during his trip. As a result of such interest, numerous studies have been carried out to measure the degree of tourist satisfaction, but very few papers have focused on analyzing the antecedents behind this variable and the po ssible relationships between them. In a highly competitive market, being able to offer an attractive tourist destination implies having a deep understanding of the motives that lead a tourist to choose one particular destination among all the alternatives; the activities available to the tourist at the destination, and the degree of satisfaction with the product he receives. In this sense, the causal relationship between motivation, activities performed at destination, and tourist satisfaction have only been superficially discussed both conceptually and empirically. This study, examined the key factors of tourist satisfaction at Taling Chan floating market in Bangkok. The relationship between the key factors of natural factors, cultural factors and shopping activities and foreign tourist satisfaction is affected to Taling Chan floating market in Bangkok. The international visitors in this study expressed high degrees of satisfaction with Taling Chan floating market. the correlations of “Natural factors” that foreign tourists’ satisfaction at Taling Chan floating market in Bangkok and “Cultural Factors” that foreign tourists’ satisfaction at TalingChan floating market in Bangkok and “Shopping activities” that foreign tourists’ satisfaction at Taling Chan floating market in Bangkok descriptive statistic of foreign tourists satisfaction to analyze of average Mean and Standard Deviation describes.
The Pearson’s correlation analysis revealed that foreign tourists who visited at Taling Chan floating market in Bangkok concerning with their opinion to “Natural factors” that foreign tourists’ satisfaction at Taling Chan floating market in Bangkok (r = 1, p
<.000), “Cultural Factors” that foreign tourists’ satisfaction at Taling Chan floating market in Bangkok (r =.050 p <.000), “Shopping activities” that foreign tourists’ satisfaction at Taling Chan floating market in Bangkok (r = .030, p <.000), were positively relationship with froeign tourists’ satisfaction statistical significance level of
0.01. It means the key factors of Natural, cultural and shopping activities are relationship with tourists’ satisfaction at Taling Chan floating market in Bangkok according to SPSS calculation in this research. Taling Chan floating market gives a glimpse of Thai way of life of local community who live along these canals. One can see people use canal water for their daily use, growing plants and vegetation and using boats to sell local products. Alongside these canals, locals set up a market on weekends to sell recent products and earn their livelihood. In the study, they concluded that floating markets reflect farmers’ way of life, their social interactions and various products and services they can offer in the markets.

Keyword: tourism industry, Taling Chan floating market, Shopping activities

Title : A Study of the Key Factors on Foreign Tourists’ Satisfaction at the Taling Chan Floating Market in Bangkok
By : Lanh Danh
Degree : Master of Business Administration
Major Field : International Business Management
IS Advisor : Dr.chen Chih Hung
Fulltext : http://www.research-system.siam.edu/2013-12-20-04-25-20/5391-2013-12-20-05-58-697

67. An Analysis of Tourism Culture Differences between China and Thailand—Island, Temple, Palace.

Abstract

Tourism is a way of cultural experience. Regardless of the original intention of tourists to carry out tourism activities, the behavior of tourism activities must be the process of cultural contact, influence, and blending between the culture of tourists and the destination of tourism. In recent years, with the continuous development of the tourism industry in China and Thailand, more and more Chinese and Thai tourists have crossed cultures, exchange tourism, and cross-cultural tourism have brought about huge benefits to the tourism industry. At the same time, some problems have also arisen. The differences in tourism culture bring inconvenience and even obstacles to the host-guest exchanges. Due to differences in tourism culture and other reasons, tourists will have different perceptions of tourism in destination countries. These differences will affect the tourism experience of tourists, and then affect the destination’s tourism image, affecting the source countries and destination countries. As a result, the paper stands on the standpoint of the differences between China and Thailand in tourism culture. Through the analysis of the tourism culture of islands, temples and palaces in China and Thailand, the paper forms a comparative understanding of the tourism culture between China and Thailand, and seeks the reasons for the differences. . The analysis of individual cases of islands, temples and palaces in China and Thailand is of great significance to the theory and practice of cross-cultural tourism between China and Thailand.
This article reviews the achievements of tourism cooperation between China and Thailand from the perspectives of culture, tourism, and tourism culture as well as the content of cross-cultural tourism. Taking Hainan Island, Phuket, Baima Temple,Wat Mangkon, the Forbidden City and the Grand Palace as examples, the characteristics of China-Thailand tourism culture are discussed, including the cultural characteristics of Sino-Thai Tourism Products, the cultural characteristics of Sino-Thai Tourism Resources, and the Sino-Thai Tourism Culture Secondly, through the comparison of the typical tourism culture in China and Thailand, the causes of cultural differences in tourism are analyzed; finally, through the research, we draw on the introspection and suggestions on the differences between China and Thailand in tourism culture, looking forward to the tourism industry in the future. Hoping the development process can better utilize and handle cultural differences and promote Sino-Thai cultural tourism.

Keywords : Sino-Thai Tourism Tourism Culture Cultural Differences

Title : An Analysis of Tourism Culture Differences between China and Thailand—Island, Temple, Palace
By : HUANG CHUNYAN
Degree : Master of Business Administration
Major Field : International Business Management
IS Advisor : Dr.Sajeerat Meteesuwapab

68. A study of Development of Tourism Sector in Yangon, Myanmar .

Abstract

The purpose of this paper is to indicates and discuss on analysis of tourism sector developments in Yangon City. The report found that current Yangon tourism sector developments has been seen prospect of improving supported by Yangon hoteliers, tour agencies, event planners, MICE and local government. A total of 115 local investments worth over US$ 686 million (934 billion kyat) were made in the hotel and tourism sector as of the end of November this year, according to the Directorate of Investment and Companies Administration (DICA). Local investors have made 774 investments worth nearly $2.5 billion in the production sector, 64 investments worth nearly $2.16 billion in the transportation sector, 67 investments worth nearly $1.2 billion in the real estate development sector and 68 investments worth over $491 million in the construction sector. Local investment in the hotel and tourism sector invested by local investors stands fourth among sectors at 9.52 percent. Myanmar is expecting a flow of $9 billion from the tourism industry within a five-year period, according to the second short-term five-year plan for national development. Government has added the tourism sector as an investment priority as it has much potential for job creation and an inflow of foreign currency. Tourist arrival in Yangon, Myanmar increased to 322159 in January from 291464 in December of 2016. Tourist arrivals in Yangon, Myanmar averaged 253930.60 from 2012 until 2017, reaching an all-time high of 450541 in December of 2015 and a record low of 125085 in December of 2012. In this research, researcher used quantity method and secondary data is collected form Article, journals and online sources.
Keyword: Tourism sectors development, tourist arrivals

Research Title: A study of Development of Tourism Sector in Yangon, Myanmar
Researcher: Ven Janeya
Degree: Master of Business Administration (International Program)
Major: Hotel and Tourism Management
Advisor: Dr. Rungroje Songsraboon

69. The Analysis of Small and Medium Enterprises (SMEs) In Nigeria .

Abstract

This study, Small and Medium Scale Enterprises (SMEs) in Nigeria, was undertaken to find out if the SME sub-sector in Nigeria has performed its critical role of driving the country’s industrial transformation and development as it has done in other developed countries; and if not, why, and also to identify remedial measures. The study thus investigated the performance of the Small and Medium Enterprises in the Nigerian economy, its problems and prospects and recommended measures to make the sub• sector to play the crucial role it is expected to play. A total of 5 SMEs were randomly selected from the city Port Harcourt Rivers State Nigeria. Participants were selected through a simple random sampling process. A structured questionnaires was constructed, and administered on the participants. The responses to the questionnaires were complemented with personal interviews of the key operators by the researcher. The responses of the participants were analyzed using the statistical package (frequency distribution Table and the Chi-square). The hypothesis of this research which were tested at 0.05 level of significance using chi-square statistics hinged on identifying the greatest • problem which SMEs facing Nigeria, the identification and ranking of the top ten problems or challenges of SMEs in Nigeria. The major findings of this study were analyzed and recommendations were made by the researcher.

Research Title The Analysis of Small and Medium Enterprises (SMEs) In Nigeria
by : Nsofor Chigozie Daniel
Master of Business Administration (Internationa
Major: International Business Administration
Degree : Master of Business Administration
Advisor: Dr. Rungroje Songsraboon

68. A study of Development of Tourism Sector in Yangon, Myanmar .

Abstract

The purpose of this paper is to indicates and discuss on analysis of tourism sector developments in Yangon City. The report found that current Yangon tourism sector developments has been seen prospect of improving supported by Yangon hoteliers, tour agencies, event planners, MICE and local government. A total of 115 local investments worth over US$ 686 million (934 billion kyat) were made in the hotel and tourism sector as of the end of November this year, according to the Directorate of Investment and Companies Administration (DICA). Local investors have made 774 investments worth nearly $2.5 billion in the production sector, 64 investments worth nearly $2.16 billion in the transportation sector, 67 investments worth nearly $1.2 billion in the real estate development sector and 68 investments worth over $491 million in the construction sector. Local investment in the hotel and tourism sector invested by local investors stands fourth among sectors at 9.52 percent. Myanmar is expecting a flow of $9 billion from the tourism industry within a five-year period, according to the second short-term five-year plan for national development. Government has added the tourism sector as an investment priority as it has much potential for job creation and an inflow of foreign currency. Tourist arrival in Yangon, Myanmar increased to 322159 in January from 291464 in December of 2016. Tourist arrivals in Yangon, Myanmar averaged 253930.60 from 2012 until 2017, reaching an all-time high of 450541 in December of 2015 and a record low of 125085 in December of 2012. In this research, researcher used quantity method and secondary data is collected form Article, journals and online sources.
Keyword: Tourism sectors development, tourist arrivals

Research Title: A study of Development of Tourism Sector in Yangon, Myanmar
Researcher: Ven Janeya
Degree: Master of Business Administration (International Program)
Major: Hotel and Tourism Management
Advisor: Dr. Rungroje Songsraboon

70. The study of promotion of films and television programs in Ayutthaya and XI’AN tourism.

Abstract

The first main aim of this research was to find out whether the destination attributes of Ayutthaya and Xian can promote film and TV programs making in their respective regions and this has required detail analyzing of literature review and data collections. The second aim was to check the film and TV series making can increase tourism in both regions and has required detail analysis of research findings.

At present, people are exploring different horizons in tourism. Films and TV programs are actually promoting tourism industry directly or indirectly and are becoming integral part of economic development. Filming certain locations and presenting it with the help of movies, videos and series getting attentions from people and encouraging them to choose their next destination spot.

This paper is partly descriptive and partly explorative and the date collection is gathered from both primary as well as secondary sources and well supported by the Crompton push and pull model of motivation. The sample size was 400 including 200 Chinese respondents and 200 Thai respondents. After data analysis, the result is 71.3% people think the destination attributes of Ayutthaya and Xi’an can promote film and TV programs making in their respective regions; 77.9% people think the film and TV series making can increase tourism in both regions.
Keywords: Ayutthaya destination attributes, Xian destination attributes Film and TV programs

Title: The study of promotion of films and television programs in Ayutthaya and XI’AN tourism
By: Huang Biying
Degree: MASTER OF BUSINESS ADMINISTRATION
Major: International Business Management
Advisor: Dr. Sajeerat Metheesuwapab
http://www.research-system.siam.edu/2013-12-20-04-25-20/5475-2013-12-20-05-58-709

71. A Study of Chinese MNE’s (Multinational Enterprises) Direct Investment in Thailand

Abstract

Thailand has great potential to become the investment base to serve as the gateway to ASEAN and world market for Chinese enterprises. The objectives of this study are: 1) To investigate the determinants of Chinese firm’s outward foreign direct investment into Thailand; 2) To examine the firm internal factors and external factors that impact Chinese investors’current performance; 3)To provide Chinese investors with sustainable investment suggestion in order to help them insight and avoid reasonably investment risk, enhance their own competitiveness to carry out scientific foreign direct investment as well.
At present, with the continuous development of economic globalization and the capital internationalization, outward direct investment plays an increasingly important role in adjusting the industrial structure, promoting the development of economic and enhancing national competitiveness. Under the “Go globally” and “the Belt and Road” policy China gradually integrated into the world economy with its remarkable achievements. Especially in recent years, an increasing number of enterprises begin to invest in foreign country. As Thailand has close cultural and ethnic ties with China and strategic location in ASEAN, in light of the China-ASEAN Free Trade Area (CAFTA), Thailand would play an important role in manufacturing and exporting of Chinese products to ASEAN region. The foreign direct investment between these two countries gained a considerable development which led to development of Sino-Thai Economy. Follow the trend of the growth, China will play a more and more important role in inward FDI of Thailand. On the other hand, inward FDI has been an important driver of Thai economic development. Therefore, exploring the current status of Chinese enterprises will help the authority to understand the trend of Chinese outward FDI in Thailand and to create conducive business environment to retain the existing inflows as well as to persuade the remaining to invest.
This paper is a quantitative study and primary data was collected from 113 Chinese enterprises in Thailand while secondary data was collected from previous researches. Principal Component Analysis was applied to investigate the motives and factors determining Chinese firm’s outward foreign direct investment into Thailand. Research findings showed that motive of China’s outflow FDI to Thailand is marketing seeking, the influence factor of Chinese decision-makers invest in Thailand are lacks of effective management and fierce competition.
At the same time, this paper will be helpful to study and further strengthen the relationship between China and Thailand, deepening economic and trade cooperation between those two countries in the field of economy and trade, achieve mutual benefit and win-win situation.

Key words: Foreign direct investment, Chinese enterprises, Thailand

Research Title : A Study of Chinese MNE’s (Multinational Enterprises) Direct Investment in Thailand
Researcher : LIAO JIE
Degree : Master of Business Administration (International Program)
Major : International Business Management
Advisor : Dr. Sajeerat Metheesuwapab

71. THE IMPACT OF LEADERSHIP STYLE IN ORGANIZATION PERFORMANCE of PZ. CO. LTD ABA ABIA STATE NIGERIA

Abstract

This research deals with The Impact of Leadership style in organization performance with special references to PZ Cussons, Aba, Abia State. In this study an attempt was made to survey the impact of leadership skills and the importance of leadership skills as basis for high productivity, high quality production profit making and the achievement of organizational goals and objectives. The research was also aimed at discussing the problems facing leadership in business organization and to give recommendations for solving some of these problems. In the course of carrying out this project, the researcher consulted related literatures, periodicals, newspapers, and journals. Also a structured questionnaire was developed for the purpose of data collection. In the course of this work, statistical analysis was employed and findings were made. It was discovered that the style of leadership employed has a role to play in the organization attaining their organizational objectives, it was discovered that leaders have a role to play in a better decision making. Recommendations will be made to based on the findings of this work to on the impact leadership styles plays important in the performance of organizations.

Research Title : THE IMPACT OF LEADERSHIP STYLE IN ORGANIZATION PERFORMANCE of PZ. CO. LTD ABA ABIA STATE NIGERIA

Researcher : Benson Cletus Ogadinma
Degree : International Business Management (International Program)
Major : Human Resources Management
Advisor : Prof.Dr. Jomphong Mongkhonvanit

72. Transnational Enterprise Political-Legal Strategic Talent Studies —A Case Study Of The South Korea’s Lotte Group

Abstract

In recent years, the world’s largest economy , the United States to pursue its global hegemony and the “American First” policy, breaking the relatively harmonious international political and economic environment, causing some transnational enterprises to suffer serious adverse effects. In order to establish a new political and economic order, China carries out “A human community with shared destiny”, which is characterized by co – operation, co-commerce, co-construction and sharing, has been recognized and supported by many countries and international organizations. In 2017, the global transnational enterprises ,the South Korea’s Lotte group had a major criminal case caused by political and economic factors occurred.
It can be seen that the new political and economic era has arrived. This objectively requires political-legal strategic talents to provide them with timely and accurate political and legal information to provide decision makers with adequate decision-making. Enterprises are economic organizations and must not play politics, but they must know politics. In the face of political and legal decision-making, enterprises must have political wisdom and legal thinking. The success or failure of the Lotte Group is a textbook worth learning for world entrepreneurs. Taking the case of Lotter Group as an example, this paper uses the methods of literature research and functional analysis to reveal the unique role of the political-legal strategic talents, and hopes to have a positive reference for other transnational enterprises.

Key words: Transnational Corporations, Political-legal Strategic Talents , Lotte Group, Research

Research Title : Transnational Enterprise Political-Legal Strategic Talent Studies —A Case Study Of The South Korea’s Lotte Group
Researcher : Baobin Wen
Degree : International Business Management (International Program)
Major : Business Administration
Advisor : Associate Professor Li Chiao-Ming

73. A Study of The Strategy and Ecotourism Development of Phu Quoc National Park in Kien Giang Province, Vietnam

Abstract

Phu Quoc is an island district of Kien Giang province in the south of Vietnam. Phu Quoc Island is about 120 km away from Rach Gia city and 45 km from Ha Tien town. Phu Quoc has 22 small islands, with an area of 593.05 km2, 99 hills from north to south, 13 beautiful beaches, 63.74% of Phu Quoc Island. It is considered to have the potential to develop unique tourism resources in both manpower and natural resources. Surrounded by four seashores surrounded by hills, rivers, streams, waterfalls and mountains with pristine forests, wetlands, beautiful beaches. Phu Quoc island district has hundreds of small islands are waving on the sea. Travel to the tourist village in pearl-farming village, fish sauce village, pepper plantation, Sim wine maker … to attend MICE, events, festivals; visit Prion of Phu Quoc, Temple Bridge; Phu Quoc Natural Forest, Phu Quoc Waterfall, Tranh Stream, ecotourism island; buy some souvenirs; eat and drink food and drinks; and stay in one to five star resorts and hotels. Destination management is the coordinated management of all elements that make up the destination (sights, amenities, access, marketing and pricing). Therefore, developing tourism management points in Phu Quoc district in a sustainable way means restructure the economy, create jobs and contribute to poverty reduction and improve the family life. It will become a tourist management in the present and future specific locations.
At present, ecotourism has emerged as a controversial debate in a large number of forums and discussions in the tourism industry. Ecotourism is defined by the International Ecotourism Association as “responsible travel to natural areas that conserve the environment and improve the lives of local people.” Phu Quoc Island in Vietnam can be considered as a typical example of ecotourism. If ecotourism is successfully developed, it can make not only the best use of the environment and economy of Phu Quoc, but also reduce any damage to the island’s environment. However, any resolution to promote the development of eco-tourism in Phu Quoc Island by creating stable competitive advantages has been proceeded very badly. As a result, this study shows that if using a resource-based approach to propose solutions to promote sustainable competitive advantage of Phu Quoc Island, it will promote the development of eco-tourism.

Cite this paper: Nguyen Cong Hoan (2015). Tourism Destination Products Management – Case Studies of Phu Quoc Island Kien Giang Province, Vietnam by 2020. Universal Journal of Management, 3 , 509 – 513. doi: 10.13189/ujm.2015.031205
Keywords: Eco-tourism, Resource-based View, Sustainable Competitive Advantage Tourism Products, Tourism Destination, Tourism Destination Management, Phú Quốc’s Tourism Destination Management.

Research Title : A Study of The Strategy and Ecotourism Development of Phu Quoc National Park in Kien Giang Province, Vietnam
Researcher : Quan Son
Degree : International Business Management (International Program)
Major : Business Administration
Advisor : Associate Professor Dr. JomPhong Mongkhonvanit

74. The Factors Manipulating Customer To Revisiting The Restaurant: A Case Study of Kabul Café, Nonthaburi, Thailand.

Abstract

The main purpose for conducting this research is to study the impact of service quality, price, food quality and environment on consumer satisfaction that lead the consumer to revisiting the restaurant in Nonthaburi, Thailand. The researcher developed five hypotheses to measure the relationship between the core factors and consumer satisfaction which aids in satisfying the research objective and research questions. Moreover, literature reviews are included in this study provide a clear understanding of the factors that influences the consumer satisfaction.
The research collected primary data by distributing questionnaires and 375 questionnaires were distributed to Kabul Café (Restaurant in Nonthaburi, Thailand). However, some in completed questionnaires were not included in the final analysis, so this research analysis the data collected from 356 surveys. The collected data was analysis by using of SPSS and results acquired from the SPSS test are discussed in the form of tables and charts. The major findings of this study, suggest a positive relationship between the service quality, price, food quality and environment to consumer satisfaction and also suggest a strong relationship between the consumer satisfaction and consumer revisiting intention. Lastly, the manager or restaurants can implicate the result of this research and the research concluded the research by stating the recommendations, conclusion. Consumer Satisfaction,

Keywords; Restaurant, Consumer Satisfaction, Relationship and Revisiting

Research Title : A Study of The Strategy and Ecotourism Development of Phu Quoc National Park in Kien Giang Province, Vietnam
Author: Mr. Samad Akbar
Student ID: 5817190075
Degree: Master of Business Administration
Major Field: Hotel and Tourism Management ( International Program)
Supervisor: Dr.Teerachote Phongtaveewut

75. The Condition of Myanmar Migrant workers who hold MoU passports in Thailand

Abstract

During the Myanmar military regime administration in the 1980s, the borders were quiet with no official crossings although the ethnic people commuted unofficially. On the other hand, a significant number of asylum-seekers who were ethnic minorities fighting against the Myanmar government started to enter Thailand to take refuge in that decade. This research was to study the satisfaction of Myanmar migrant workers in Thailand, where a vast of Myanmar migrant workers were currently working, and Mahachi was also a center of Myanmar migrant workers, which was valid for accurate information of job satisfaction. As methodology, both primary and secondary data source were used to ask research questions. Questionnaires were Myanmar migrant employees who were holding MoU passports in Thailand, working at factories, fishing, construction and other works to gather primary data about their job satisfactions towards the all variables in this study. Survey were conducted to understand the right target and approach towards the research, questionnaires were used as the survey surveys for this research. For this research, the total 153 respondents of survey relative to the demographic characteristics of Myanmar migrant workers’ job satisfaction were collected. In general, Gender, out of 250 questionnaires approached, 153 people participated in this research, and male respondents were 54 frequency or 35.7% and 99 frequency or 64.3 % were female respondents, so female respondent were more than males’ respondents who work in Thailand holding MoU passport in this research.
Age between 26 – 30 years old, with the maximum 52 frequency or percentage of 33.8 and the single respondents were 89 frequency or 57.8%, and at Sea-food factory workers were 84 frequency or 54.5 percent, less than 9,000 Baht were 123 frequency or 79.9 percentage and the most respondents of the educational level middle school were 85 frequency respondents or 55.2 percentage were majorly presented in this research.
Moreover, Myanmar migrant workers overall job satisfaction has shown that majority of Myanmar migrant workers who worked at Mahachai and working with MoU passport which respondents dealing with overall job satisfaction the “Yes” answers were 70 frequency or 45.5%, the “NO” answers group of overall satisfaction were 83 frequency or 53.9%. That means No respondents were more than Yes respondents. Therefore, Most of Myanmar migrant workers who worked at Mahachai dealing with MoU passport and their job satisfaction was negatively relationship.
In addition, majority of Myanmar migrant workers who worked at Mahachai and working with MoU passport which respondents dealing with overall job legality the “Yes” answers were 99 frequency or 64.3%, the “NO” answers group of overall job legality were 54 frequency or 35.1%. That means the “Yes” respondents were more than the “No” respondents. Therefore, most of Myanmar migrant workers who worked at Mahachai dealing with MoU passport and their job legality was positively relationship.

Research Title : The Condition of Myanmar Migrant workers who hold MoU passports in Thailand
Researcher : Mr. Mandala
Degree : Master of Business Administration (InternationalProgram)
Major : Human resources Management
Advisor : Dr. Rungroje Songsraboon

76. The analysis of critical factors for mobile payment competition in China-evidence from Alipay

Abstract

The financial industry has witnessed the so-called “fintech revolution” in recent years. Due to the emergence of information technologies such as cloud computing, big data, blockchain and artificial intelligence, the landscape of the traditional financial industry has been largely transformed. With the popularity of smartphones and networks, mobile payment becomes more and more important. China has a population of 1.3 billion and is the largest mobile payment market in the world, And Alipay is China’s most successful mobile payment. Why Alipay can achieve such great success in just a few years? Why other companies can not shake Alipay’s position? This article uses qualitative research and research design and data collection and induction method strategies to analysis of critical factors for mobile payment competition in China-evidence from Alipay.

Keywords: mobile payment, Alipay, critical factors, competition

Research Title : The analysis of critical factors for mobile payment competition in China-evidence from Alipay
Researcher : Liu Wan
Degree : Master of Business Administration (InternationalProgram)
Major : International Business Management
Advisor : Chen Chih Hung

77. The research of bangkok's consumer satisaction with traditional chinese doctor and medicine

Abstract

Chinese medicine is a valuable asset of the Chinese nation and has made tremendous contributions to the prosperity and prosperity of the Chinese nation. In many countries and regions of the world, the demand for traditional Chinese medicine is increasing. The therapeutic concept of traditional medicine is gradually being accepted by the world, providing a vast space for the development of Chinese medicine, in order to allow Chinese medicine to go out better. Good for human health services, this article starts with a survey in Bangkok, Thailand,Because Thailand is a country with more overseas Chinese accounting for about one-fifth of Thailand’s total population. Thailand was also an early developing country for Chinese medicine. In 2000, It is the first country in the world to legalize traditional Chinese medicine! This is a very successful example and it is very instructive. This study conducted a study of patients with TCM within three months of the Chinese Hospital of Bangkok in order to understand TCM patients’ medical motivation, satisfaction, loyalty, and cognitive relationship of TCM. The results of the study are expected to be managed by TCM Hospital. help. In this study, patients with TCM treatment were selected as subjects. A total of 470 questionnaires were sent out, 458 valid questionnaires were recovered, and the recovery rate was 97.4%. The data analysis methods were descriptive statistical analysis, project analysis, reliability analysis, and independent sample t verification. One-factor analysis of variance and regression analysis.

The results showed that the patient’s medical motivation was the highest in the “social-psychological” structure average, the lowest in the “economic factor” structure average, highest in the “service” structure average of satisfaction, and lowest in the “product” structure mean, showing patients The factors for the visit to TCM are not cheap but they are effective and safe. Patient loyalty was the highest in the “recommended” structure average, and the “review” structure was slightly lower. In Chinese medicine, the mean value of the “instrument” structure is high, but the mean value of the “object and efficacy” structure is the lowest, indicating that the general patient’s concept of treating Chinese medicine has not yet been opened. This study takes a deeper understanding of the diagnosis and treatment of Chinese medicines by patients and the quality of service of hospitals of traditional Chinese medicine. One-way measurement of patients’ perceptions of patients’ perceptions, satisfaction, loyalty, and medical motivation of traditional Chinese medicine can be used to manage hospitals and diseases. The basis of the patient’s illness is for the reference of the operator.

Keywords: medical motivation, satisfaction, loyalty, Chinese medicine recognition, Chinese medicine, patients.

Title: The research of bangkok’s consumer satisaction with traditional chinese doctor and medicine
By: JIANG YUDAI
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor. Li Chiao-Ming

78. A STUDY OF MIXED-OPERATION OF WESTERN BANKING INDUSTRY AND THE INSPIRATIONS TO CHINA_THE GERMAN BANK A AS AN EXAMPLE

Abstract

The mixed operation of the financial industry refers to the integration and concurrent operation of various sub-sectors in the financial industry, such as banking, securities, insurance, and trust, as opposed to separate operations. With the increasing development of economic globalization and financial liberalization, the global banking industry has become increasingly competitive, and mixed operation has become an inevitable trend for the development of the global banking industry. From the perspective of Chinese situation, with the reform and opening up and the deepening of financial advancement and the continuous improvement of the financial needs of residents and enterprises, the financial industry’s separated business landscape has been difficult to adapt to the needs of foreign market demand and competition, and thus the Chinese financial industry has begun to Gradually shift to a mixed business model. In 2012, the China Pingan Group acquired the Shenzhen Development Bank through share exchange and opened various sub-industries such as group banking, insurance, securities, and trust, realizing the business synergy of each business. As of February 22, 2016, eight of the 16 listed banks in China have obtained securities licenses through subsidiaries. The mixed operation will help Chinese commercial banks to better cope with the pressure of competition in the international banking industry and better meet Chinese growing financial needs. This is an inevitable choice for the development of Chinese commercial banks. As a model of mixed operation, Germany’s universal banking model has accumulated a lot of useful experience in long-term practice, which can be used for learning and learning from China.

Although China is different from Germany in terms of financial industry and economic development level, regulatory capacity, and development environment, it determines that the current mixed operation of Chinese banking industry is dominated by the financial holding group model, but the German all-round banks are in the mode of operation and internal The exploration of governance structure, risk management, and financial supervision has certain implications and implications for the Chinese banking industry’s mixed operation and financial supervision. In the future, China may also develop all-round banks after relevant conditions mature. The all-round banking model of German Bank A has certain implications for Chinese commercial banks in carrying out mixed operation. Some problems in their development, such as excessively high proportion of derivatives and mistakes in mergers and acquisitions, also give warnings to Chinese commercial banks. While we are learning from the useful experience of foreign financial mixed industry operations, we must combine Chinese national conditions and strive to explore a road for Chinese banking mixed operation.

Keywords: Mixed-Operation Banking; Universal Banking; German Bank A; Experience and Enlightenment

Title: A STUDY OF MIXED-OPERATION OF WESTERN BANKING INDUSTRY AND THE INSPIRATIONS TO CHINA_THE GERMAN BANK A AS AN EXAMPLE
By: JIANG PENGFEI
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Wei Qi Feng

79. The Studies of Job Satisfaction of Myanmar Migrant Workers at Mahachai Thailand

Abstract

This research aims to Myanmar migrant workers at Thailand and to study the perceptions of their job satisfactions at Mhanachai, where a majority of Myanmar migrant are currently working under the unexpectived conditions of challenging, such as Identical Verification Card process, the MOUs, changing policies of passports, illegal channels, lack of workers’ rights, deducted of base pays, deficiency of healthcare, workplace securities and so on.
Thailand has 68.2 million of populations with 38.0 million of labor force and 3.5 million migrants both registered and unregistered working at Thailand. Total workforce of migrant was approximately 3 million, was 7% of the country’s working populations. Majority are from the sector of fisheries around 75% of total labor force composed of migrant workers and moreover, 80% of construction workforce sectors were composed of migrant workers and it is said that migrant workforce was account for 1% of Thailand’ gross domestic product (GDP).
Among them, 76% of migrant workers from Myanmar and around 2.3 million of Myanmar migrant are working at Thailand. Mahachai is named for the port town of Samut Sakhon province, west of Bangkok city, also a major reigion of fishing industries bringing in billions of dollars annually in Thailand. According to labor activists say there are about 200,000 Myanmar migrant workers working at several sectors of manufacturing, such as fisheries which
is mainly one of the most migrant dependent sector and 75% of total labor force composed of migrants.
In this research, it has four hypotheses of two objectives with independent variable and how these impact to dependent variable of Myanmar migrant workers’ job satisfactions, such as relationship between job stability/retention, employee security, employee legality, compensation/employee benefits and their job satisfactions.
Researcher for this survey has used the methods of both quantitative and qualitative. The primary data of this research was collected from Myanmar migrant workers at Mahachai using the questionnaires. The secondary’s sources of this research were collected from books, magazines, journals, government and organizations report and the relevant of legal internet websites.
The perceptions of job stability, employee security and compensation/employee benefits with the moderate level of them were majorly presented, but employee legality of them were negatively expressed with dissatisfied level, particularly expenditure of identity verification card or passports, contract of work permit with employers, changing policy of type of ID cards or passports and services of agencies or brokers to legality for them. The overall satisfaction of four hypotheses, were shown a large-scale of yes respondents than no respondents.
Researcher has gained an experience of the perceptions of Myanmar migrant workers and their job satisfactions after studying this survey. It was assumed that there would be needed more research for them to understand a vest of problems of challenge conditions. This research due to limited of times may has the deficienncy of information and the perceptions of Myanmar migrant people owing to the cultural and environmental differences for them.

Keywords: job stabilities, employee security, employee legality, compensation / employee benefits, Myanmar migrant workers

Research Title: The Studies of Job Satisfaction of Myanmar Migrant Workers at Mahachai Thailand
at Mahachai, Thailand
Researcher : Viyatta
Degree : Master of Business Administration (International Program)
Major : Human Resources Management
Advisor : Dr. Rungroje Songsraboon

80. A Study on Capital Market of Bangladesh: Problems and Possible Solutions at Mahachai, Thailand

Abstract

This dissertation sought to analyze the present situation of capital market in Bangladesh. It is also aimed at understanding an assessment of weakness and the possibilities of capital market in Bangladesh. The findings will give some ideas for investors to obtain some core knowledge before investing into capital market where the outcome can be much more realistic and reasonable. the results of this study will be of great interest to academics, policy makers and investors both at home and abroad.

The researchers was obtain a clear view knowledge about capital market which covers its summary of capital market in Bangladesh, its history and the growth, regulatory framework, participant of share market, market capitalization, the exchange structure, the importance and the process of security analysis from the investor point of view, the problem and prospects of the stock market, practical orientation about capital market and practical knowledge about capital market as the primary survey of investor who are regular maintain the transaction with the capital market in Bangladesh.

One of the major problem statement is based on primary data and their analysis, this study concludes with considering the key variable as high price volatility is a matter of grave concern to investors. Genuine investors are suffering from harassments because of multiple BO accounts held by unscrupulous investors.

Other problems include the poor financial knowledge of the investors and lacking on proper management of the government where big players taking the advantages and general investors remain unsuccessful.

The approach to find the problem was to select the people who have invested into capital market and some students who are studying at university in business management who are willing to invest in capital market. The researcher had a personal visit to Bangladesh for three weeks to obtain the information and took interviews of some people in this industry to order to finalize the outcome of the report. The questions are related to what they think are the major problems and if applying proper solutions how they react on those solutions. The questions are also set to understand based on their opinions, how much factual knowledge they obtain in the financial market.

The findings came out real interesting. Surprisingly, most of the answers prove that the general investors in stock market have lack of financial education and do not do a proper market study before investing/ buying a company stocks. Different people also showed different opinions while asking them to resolve the issues. Most of them are very much biased and investing by the referrals of their friends and families with poor market knowledge.

The researcher also recommends some workable solutions to gain from capital market investment which includes:

a) Proper maintain on market violation.
b) Better operation of primary market.
c) Stop having multiple BO accounts to give fair chances to everyone.
d) Assuring the fair value of the shares.
e) Proper incentives for the issuers.
f) Qualifies regulatory board and well management
g) Extend brokerage houses to other cities.
h) Issuing mutual funds and bonds.
i) Knowledge based trading.

Research Title: A Study on Capital Market of Bangladesh: Problems and Possible Solutions at Mahachai, Thailand
Researcher : Jahidur Rahman Bappy
Degree : Master of Business Administration (International Program)
Major : Human Resources Management
Advisor : Asso.Prof. Dr. Jomphong Mongkhonvanit

81. Transformation Strategy Research on Overseas Study Intermediary Under the Background of Big Data-By Taking Jinjilie Overseas Education Company for Example

Abstract

With the deepening of China’s opening up, more and more students choose to go abroad for further study, China has become a major source of international students. The rise of studying abroad has promoted the development of domestic study intermediaries, especially after entering the Internet era, the popularity of large data applications to the study intermediary has brought more opportunities, but also brought a lot of problems. The surge in the number of students makes the intermediary sprung up, the entire industry intermediary industry competition intensified, coupled with now promulgated by the state of the industry to regulate the legal rules of the industry is not sound enough, the traditional study of intermediaries face various problems. At this stage, large data has become an important means to promote the development of all walks of life, convenient people to live an important means of universal degree is not past, study counseling is no longer monopoly by the intermediary, the way to earn information difference has long been unable to meet the development of study intermediary, Transformation becomes a top priority. This paper summarizes the development course, the characteristics of the industry and the characteristics and characteristics of the study abroad, analyzes the present situation and the dilemma of the study abroad, and analyzes the status of the study abroad, The influence of studying abroad, and the development dilemma of Jinjilie(JJL) company study abroad, and put forward some suggestions on the transformation of JJL’s research intermediary company under the big data age. Through the research of this article, it provides a targeted strategic opinion for the reform and development of the company, and also finds a better direction for the development of the traditional research intermediary industry in the era of large data, and has a reference for similar companies.

Keywords:Study abroad; Strategic transformation; Large data; Development strategy; JJL

Research Title: Transformation Strategy Research on Overseas Study Intermediary Under the Background of Big Data-By Taking Jinjilie Overseas Education Company for Example
Researcher : Jiashu Mao
Degree : Master of Business Administration (International Program)
Major : Business Administration
Advisor : Asso.Prof. Li, Chiao-Ming

82. Discussion on The New Marketing Concept of Tourism Enterprises in China--- In Case of CYTS

Abstract

Based on the present situation of the development of tourism enterprises in China, this paper analyzes the current situation and shortcomings of the marketing concept of tourism enterprises. Based on the analysis of the marketing concept of the tourism industry enterprises, the paper puts forward a new marketing concept and connotation of the continuous development of our economy and the improvement of people’s standard of living. Travel is an important way of life. The connection between tourism and people’s life is more and more closely. The demand for leisure and recreation is more intense, the demand of tourism is becoming more and more diversified, and the rapid development of the market demands more demand for tourism enterprises. With the development of tourism enterprises and the promotion of management level, there are many well-known tourist brands. In this process, there are some rich tourist resources, and there is a certain difference in the marketing management level and marketing concept of tourism enterprises compared with the surrounding tourism environment and the gap. Some tourism-related institutions, outside organizations are not fully involved in tourism marketing activities, the rapid development of the Internet, the rapid development of online tourism, and the tourism enterprises have brought opportunities and challenges, effectively solve the new challenges of tourism enterprises, in the new economic situation Core competitiveness has aroused the thinking of enterprises and scholars

Facing the changing market, the traditional concept of tourism marketing is becoming more and more popular with the market, the development of market economy and the promotion of people’s living standard, people’s demand for spiritual and service experience is higher and higher, which requires the use and improvement of new marketing ideas The way of tourism management is to adapt to the development of market economy, introduce new marketing concept in tourism and adapt to the needs of economic development under the new situation. The new marketing concept promotes the importance of the Internet, insists on green marketing, customizing marketing, attaches importance to the experience of customers, grasps the industry opportunities brought by the development of the Internet, sets up a new concept of marketing, promotes the core competitiveness of tourism enterprises, and advances the new development of our country’s tourism industry.

Keywords: Tourism enterprises; Marketing concept; CYTS

Research Title: Discussion on The New Marketing Concept of Tourism Enterprises in China— In Case of CYTS
Researcher : Dongguang Li
Degree : Master of Business Administration (International Program)
Major : Business Administration
Advisor : Asso.Prof. Ching-fang Chi

83. To what extent does pay influence performance in small-medium enterprises: a case study of a small food company in Hebei

Abstract

The purpose of this dissertation is to explore to what extent pay affects performance in a food company in Hebei. In this research, a large volume of pay by piece rate literature was reviewed, particularly on the subject of pay by piece rate and fairness, work quality, production speed and commitment; the results of this research supported this literature. Twenty semi-structured interviews with employees who are paid by piece rate in the food company, employees who are paid hourly in the food company and the owners of the food company were conducted to gain the data about whether employees think pay by piece rate is fair compared with time-based pay and how pay by piece rate affects the relationship between production speed and work quality as well as whether pay by piece rate can enhance employees’ commitment to the food company. Furthermore, NVivo has been adopted to analyze the data that conducted by semi-structured interview. There were three main findings from the research. First of all, two-thirds employees who are in the food company perceived pay by piece rate fair compared to hourly pay, which encourages employees have a better performance. Furthermore, pay by piece rate has a positive effect on almost all of the employees’ production speed whereas it has a negative impact on employees’ work quality. In addition, 75 percent of employees perceive piecework does not increase their commitment to the food company, which does not improve employees’ performance. Recommendations include setting a reachable average number of piecework in order to give more time for employees to improve their work quality and encouraging employees to share information with others for the sake of enhancing employees’ commitment to the company.

Key words: Pay; performance; pay by piece rate; fair; commitment; work quality; production speed

Research Title: To what extent does pay influence performance in small-medium enterprises: a case study of a small food company in Hebei
Researcher : Liu Xiaoyang
Degree : Master of Business Administration (International Program)
Major : Business Administration
Advisor : Associate Professor Dr. Wei Qifeng

84. A Study of Social Commerce Business Model

Abstract

Driven by the rapid development of information technology and the Internet, the identity of every network user is gradually changing, from a single information acquirer to a content creator; from a one-way purchaser to a recommendation, The theory of opinion, rating integrated multi-faceted personalized content media. The platform that bears this change is the social network and social commerce. It brings about a further increase in consumer satisfaction and loyalty, resulting in more space for consumption and profit, as well as a number of emerging business models. Future social commerce will be integrated smart e-commerce that integrates social networking, content, marketing, sales, payment, after-sale, and mobile. It will overturn many barriers to traditional business models, change the business landscape, and have a profound impact on the world’s macroeconomics.
Social commerce is a sustainable business model because it gives consumers more incentives and excludes factors such as identity and geography that limit consumption. Since many technologies and business models of this emerging phenomenon are still in an evolutionary stage, academic and commercial fields have different views on their future development trends.
This paper focuses on researching social commerce models from various dimensions, studying the current scale of e-commerce in the world’s leading social platforms, and the status of development in Southeast Asia, and predicts and analyzes future evolution trends.

Keyword: Social Media, E-commerce, Business Model, Social commerce, Facebook, Sina Weibo, Mogu Street.

Research Title: A Study of Social Commerce Business Model
Researcher : Wang Xinran
Degree : Master of Business Administration (International Program)
Major : Business Administration
Advisor : Asso.Prof. Li, Chiao-Ming

85. A Study of effect of hofstede's cultural dimensions theory on employee loyalty:the mediating effect analysis of organizational commitment

Abstract

In the final analysis, the competition among countries in the world is the competition of talents, and the competition among enterprises is also the case. How to make excellent employees identify with and be loyal to the enterprise and ultimately remain effective for the enterprise is particularly critical.
This article studies employee loyalty from the Hofstede’s cultural dimensions theory and Organizational Commitment,and aims to provide some reference for multinational corporations to establish effective employment and retention mechanisms and policies in Asian regions.
In this paper, a questionnaire survey was used to survey 400 employees.Inspected the relationship between the Hofstede’s cultural dimensions theory and Organizational Commitment and employee loyalty.This paper discusses the mediating effect of organizational commitment on the influence of Hofstede’s cultural dimension theory on employee loyalty.Through empirical analysis, this paper draws the following conclusions:(1) Hofstede’s theory of cultural dimensions has a positive effect on employee organizational commitment. Hofstede’s five cultural dimension theories have a positive effect on employee organizational commitment. (2) Hofstede’s cultural dimension theory has a positive effect on employee loyalty. (3) The employee’s organizational commitment has a positive effect on employee loyalty. (4) Organizational commitment plays a mediating role in Hofstede’s cultural dimension theory and employee loyalty. (5) Highly-matched Hofstede’s cultural dimension theory, through high-quality organizational commitment, can strengthen employee loyalty. (6) Hofstede’s cultural dimension theory and employee organizational commitment may have dual effects on employees’ corporate loyalty.

Keywords: Hofstede’s cultural dimension theory; organizational commitment; employee loyalty; mediating effects

Research Title: A Study of effect of hofstede’s cultural dimensions theory on employee loyalty:the mediating effect analysis of organizational commitment
Researcher : Chen Zheng
Degree : Master of Business Administration (International Program)
Major : Business Administration
Advisor : Asso.Prof. Li, Chiao-Ming

86. A PESTLE Analysis of the Cryptocurrency Industry: An Investment Perspective

Abstract

Cryptocurrency is a form of digital currency based on a decentralized peer-to-peer exchange, that utilizes cryptography techniques to make online transaction secure without a centralized entity (Crytpcurrencyfacts). Bitcoin, the first and best-known cryptocurrency, surged more than 1,300 percent in value throughout the year of 2017, just to lose over half of its value in the first month of 2018. Early investors have made a considerable profit, despite its high price volatility, the market still attracts many retail investors, with some, have very limited knowledge about the market. This paper examines attractiveness of cryptocurrency investment by analyzing the different elements that impact its growth and adoption using PESTLE model, namely its Political, Economic, Social-cultural, Technological, Legal, and Environmental impacts, it aims to help investors make better investment decisions and the general public who’s interested in understanding the different aspects of cryptocurrencies. The result of the findings of this paper suggests that government regulation can reduce market manipulation and price volatility of the cryptocurrency market, and gradually give investors the confidence to ensure investment protection from price fluctuation and scams. By integrating blockchain technology into the global banking system, it has the potential to reduce massive amount of cost, improve efficiency and transparency. Cryptocurrency plays an important role for those in less developed countries as a real currency and store of value. Many popular features of blockchain technology could be revolutionary for sectors such as finance, e-commerce, health, logistics, real estate and etc., in creating efficiency, confidence, and reliability. However, the anonymous nature of cryptocurrency transactions also attracts a host of illicit activities, such as money laundering, terrorist financing and tax evasion. Cryptocurrency mining consumes an enormous amount of energy and requires specialized hardware, ultimately leave a massive carbon footprint and cause global warming. Media presence, market participation, and policy changes by the government all play crucial roles in causing major cryptocurrency price volatilities. For the cryptocurrency market to thrive and become revolutionary, growth and massive adoptions are essential. Challenges remain in the government’ร attempt to regulate the industry and to prevent dangerous practices that come along, the ability of the various exchange platforms to improve their cyber securities and to promote the network to be more energy efficient and environmentally friendly. Due to its volatile nature, investors should study thoroughly when investing in cryptocurrencies, knowing their own risk profile, diversify the investment, stay update with the market and find ways to secure the coins from hacking. In the meantime, the cryptocurrency market remains in its discovery phase, investors should always remain vigilant as more regulation and adoption is on the horizon, as to how the market may evolve due to these affords.

Keyword: ESTLE, Investment Perspective, Political, Economic, Social-cultural, Technological

Author: Shaoxia Li
Degree: Master of Business Administration
Major: Financial & Banking Management
Advisor: Assoc.Prof.Dr.Jomphong Mongkhonvanit
Date: 13/6/2018

87. China and America film enterprise analysis How to improve international competitive ability of China Film

Abstract

In recent years, the global emergence of industrial restructuring. Under the background of economic globalization and multipolar world, cultural competitiveness has become an important content to weigh the comprehensive national strength of a country. As the core part of the cultural industry, film is the leading industry to lead the development of cultural industry. Under the trend of integration of culture and technology, the global film industry is in the period of strategic transformation. In recent years, China’s electricity the development of industry shows a blowout growth. In film production, film investment and financing, cinema and other aspects of the construction has made considerable progress. Because the development time of Chinese film industry is not long enough, the transformation of film industrialization is slow, the government’s control over film products is too big, which leads to the lack of competitiveness of Chinese film products in the Sino. Film industry trade, so it is very urgent to promote the international competitiveness of Chinese film industry.

Throughout the global film industry, America can be said to be the Overlord, American film production is only the total output of the world film6%, but in the global film market share is as high as 80%. Through the detailed analysis of the film industry in China and America, the author thinks that the establishment of global distribution channels and the enhancement of film culture output; the government should improve the construction of policies and regulations and establish a film grading system; film derivatives Development will help to improve the international competitiveness of Chinese films.

Key word: Distribution channels, Film grading system, Film derivative products

Title: China and America film enterprise analysis How to improve international competitive ability of China Film
By: Wang Bei
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Li Chiao-Ming

88. Research on cost control of private pharmaceutical enterprises Take X Medicine Company an example

Abstract

The ever-changing economic situation and increasingly fierce competitive environment have caused a profound increase in the competitiveness of industries and enterprises, and the Chinese pharmaceutical industry has not meant to spare. The growing awareness of health and disease prevention has prompted the pharmaceutical industry to face severe challenges. With the reform of the health system and the planning of national policies, the opportunities and pressures of the pharmacological industry coexist. With the promulgation of the new federal medical reform policy and the enhancing competition among enterprises, the survival of private pharmaceutical companies faces enormous challenges. Consider the challenge of the deterioration of the external environment, the profitability of private pharmaceutical companies has been continuously compressed, and the original extensive cost control management model has not been adjusted to the company’s future development. Therefore, it is extremely important to study the cost control of private pharmaceutical companies.

This article takes the X medicine company as a research case and is divided into six chapters. Firstly, it introduces the research status of cost control at home and abroad, and discusses related concepts of cost control, constraint theory, value chain theory, cost motivation theory, and basic The competitive strategy theory is elaborated; the second is the use of cost control theories and concepts to analyze the current status of cost control of X medicine company, expounding the problems of cost control in X medicine company from the aspects of procurement, transportation, capital, and human resources, and from the perspective of cost control responsibility. In the sense of cost control supervision and staff cost control, the reasons for the cost control problems of the X medicine company were raised. Finally, built on the existing problems, the countermeasures for cost control of X pharmaceutical company were submitted, providing for the establishment of a target cost system and improvement of the procurement process. Cost control, strengthening the cost control of the transportation process, improving the cost control of capital, improving the control of human resource costs, improving the cost control responsibility system, strengthening the supervision and management mechanism, and raising employees’ awareness of cost control. This article is to promote the further strengthening and improvement of the cost control work of X pharmaceutical company to obtain a long-term cost-competitive advantage, in order to provide some inspiration for the cost control of other similar medicine company.

Key words: Private Pharmaceutical Companies, Cost Control, Cost Management

Title: Research on cost control of private pharmaceutical enterprises Take X Medicine Company an example
By: Li Tengfei
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Li Chiao-Ming

89. Research on the Influence of Brand Loyalty in Furniture Industry

Abstract

With the progress of society and the improvement of people’s living standards, people’s consumption concept, consumption behavior habits and life style have changed greatly. It has brought huge growth space to the furniture industry. With the fierce market competition and the deepening of world economic integration, the era of products leading has been replaced by a brand leading. Furniture products are upgrading gradually from the initial consumer durables to be living artworks that represent personal tastes and personalities. The 21st century is the century of brand competition. How to increase customer brand loyalty has become a problem that enterprises urgently need to solve. This article is intended to analyze the core influencing factors of furniture brand loyalty and the influence of these factors of brand loyalty.

Based on the relevant theories and literature studies on brand loyalty to domestic and abroad, this article uses empirical analysis and typical case analysis methods, combines the characteristics of the furniture market, and through customer interviews, sorts out and refines the various factors that influence brand loyalty. At the same time, the research hypothesis is put forward on this basis, and the model of the influence factor of furniture brand loyalty is constructed. This article takes the IKEA furniture retail store in Beijing area as the object of issuing the questionnaire, and uses the SPSS statistical software to carry out the sample recycling statistics and analysis to verify the research hypothesis proposed in this paper.

Keyword: industry, furniture, IKEA, SPSS

Title: Research on the influence of brand loyalty in furniture industry
By: WANG YAQ
Degree: Master of Business Administration
Major: Business Administration
Advisor: Dr.Titanan Sun

90. Research on the influence of brand experience of tourist attractions on tourist behavior intention

Abstract

Being more and more intense with the competitions among tourist attractions, it is necessary to carry out branding of scenic spots in order to enhance the competitiveness of tourist destination and design the brand experience systematically to promote the establishment of brand relationship and guide the behavior of tourists.
This thesis comprehensively studies the brand experience, tourist behavioral intention and brand relationship of tourist attractions. First, to summarize the related literature of brand experience of tourist destination, brand relationship and tourist behavior intention. Second, according to the literature review, expert interview, research design, variable measurement, and the questionnaire pre-tested before using it. Finally, to analyze all responds of questionnaire based on the factor analysis of research model of the thesis. Using SPSS 19 analysis to obtain the research results, and based on the results to give suggestions.
The results are as follows: Sensory and emotional experiences have positive effects on intimacy, while sensory, emotional and action experiences have positive effects on attachment.On the influence of brand experience on tourist behavior, sensory experience has significant positive influence, emotional experience and action experience have indirect influence, intimacy and attachment have significant positive influence on tourist behavior intention.Some dimensions of brand experience influence tourists’ behavior through brand relationship, therefore, brand relationship plays an important role on the influence of the brand relationship.

Keywords: scenic spot; brand experience; brand relationship; tourist behavior

Title: Research on the influence of brand experience of tourist attractions on tourist behavior intention
By: Yao Yao
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Li Chiao-Ming

91. Analysis of the Made in China Stereotypes of Thai University Students

Abstract

The “country of origin” of products in the international market has a very important influence on the behavior of consumers. The paper first elaborated on the status quo of “Made in China” and the trade between China and Thailand. Then it reviewed the overseas consumers’ literature on the perception and evaluation of “Made in China,” and then conducted relevant theories and literature. The review includes a summary of the connotation and characteristics of stereotypes, the introduction of “origins of origin” and the country’s image, the induction of the causes of origin of products, and the analysis and analysis of the main factors affecting origin effects. This thesis is based on the survey of Thai university students’ concept of market consumption. It has very important theoretical and practical significance for studying the perception, evaluation and purchase intention of Thai college students. The paper analyzes the effects of the country of origin and country’s image and country of origin on consumer behavior. Based on a review of relevant theory and literature on the formation mechanism of the country of origin and other related theories and literature, a questionnaire survey of 260 Thai university students was conducted, and the data collected was analyzed and verified using statistical methods such as variance analysis, correlation analysis, and regression analysis. Finally, draw conclusions and give relevant marketing suggestions.

Keywords: Made in China; Thailand College Students; Country of Origin Effect; Stereotypes; Perception; Evaluation
Title: Analysis of the “Made in China” Stereotypes of Thai University Students
By: Gang Li
Degree: Master of Business Administration
Major: Business Administration
Advisor: Dr.Kuang Jinrugn

92. Study on the Strategy of Chongqing in the Construction of Two Belts and One Road - The Concept of C-EEC Urban Strategic Alliance

Abstract

Chongqing is a municipality directly under the Central Government in China. It is a political, economic, commercial and trade center, and a physical transportation hub. It is the connecting point and core area of the “Belt and Road” and “Yangtze River Economic Belt”, it has very important strategic position. According to China’s “Two Belts and One Road” plan, Chongqing will become China’s port highlands and an international logistics hub, becoming China’s “two belts and one road” southwest hub. The Eastern Economic Corridor (EEC) of Thailand is the most advanced special economic zone in Thailand. It is not only the most central part of the 20-year strategic plan formulated by the new government, but also the top project of Thailand 4.0 strategy. The three provinces in the east of Thailand will establish a new economic and trade special zone, which bears the important role of Thailand in transitioning from low-end manufacturing to high-tech technology. Its geographic location is at the crossroads of Southeast Asia. It is the center of all economic corridors in Thailand, and it is also the connecting point between the Asia Pacific region and West Asia, Africa and Europe. Its strategic significance is very important.

This article is mainly based on the development plan of China’s Chongqing and Thailand’s East Economic Corridor, and proposes the concept of “C-EEC” urban strategic alliance, which aims to promote the rapid growth and sustainable development of the regional economy in China and Thailand. At the same time, it can better promote the strategic adjustment of the industrial structure and the rational distribution of productive forces, so as to the advantageous industries of the two sides can complement and flow. Taking the city clusters of these two regions as the main body to implement all-round opening, and in conjunction with corresponding support policies, it will gradually play a role in radiating the surrounding areas. Under the corresponding theoretical support, a comparative analysis of the economic development goals and the existing industrial structure of the two regions of the East Economic Corridor and Chongqing, which illustrates the necessity of building a strategic alliance and the possibility of exploring the new mode of regional economic development. In the process of designing the project, we will make full use of the comparative advantages of the two sides, rationally carry out industrial transfer and industrial division of labor, and then achieve cooperation and docking in the aspects of commercial trade, international transport and humanities exchanges, and ultimately realize the sharing of economic development results. By constructing the “C-EEC” strategic alliance not only helps to promote multi-faceted and in-depth cooperation and interconnection between the two regions, but also makes the Thailand 4.0 strategy more consistent with the planning goals of China’s “Two Belts and One Road” strategy. On the one hand, the successful construction of the “C-EEC” alliance will increase the cooperation between China and Thailand, and seek more opportunities for cooperation. On the other hand, through continuous deepening of communication, it will jointly build large-scale comprehensive hub stations in Southeast Asia and East Asia, and further explore the practical possibilities of mutual benefit and win-win outcome between China and Thailand. While giving play to their respective strengths and experiences in China and Thailand, and promoting all-round cooperation in various fields, they will also increase the opportunities for third-party cooperation and eventually achieve a win-win situation for all parties. Obviously, the construction of “C-EEC” is a multinational city alliance that involves comprehensive issues. It can better interpret the concept of the community of common destiny, and it can also link the core forces of transnational cities and promote the overall development of the regional economy. At the same time, it will enhance the development quality of the alliance cities and their surrounding areas, and provide precedents and diversified templates for the establishment and management of multinational city alliances worldwide.

Key words: Eastern Economic Corridor, Urban Strategic Alliance, One Belt and One Road, Yangtze River Economic Belt
Title: Study on the Strategy of Chongqing in the Construction of Two Belts and One Road – The Concept of C-EEC Urban Strategic Alliance
By: FU HAIMING
Degree: Master of Business Administration
Major: Business Administration
Advisor: Dr.Titanan Sun

93. The Development of Social Media Context the Millet Mobile Marketing Strategies

Abstract

The rapid development of information technology sites, micro blogging, social networking, blog and other social media plays an increasingly important role. The microblogging rise so more people began to pay attention to social media to promote the vigorous development of the social media to a certain extent. With the development of mobile Internet, constantly changing the behavior of each person as well as a wide range of industries and, in particular to promote the development of the smart phone. Millet phone it is through social media marketing to create a sales miracle.

In this paper, through the six parts of the marketing strategy of the millet phone study, the first part of the introduction of the research background, the purpose and significance of the research methodology and framework introduced. The second part of literature systems management from the social media marketing channels, networks and consumer behavior characteristics. The third part is the use of tools to analyze the mobile phone environment in the context of social media. The fourth part of the questionnaire analysis and SWOT analysis millet mobile marketing environment. The fifth part of the context of social marketing, of millet mobile marketing effect analysis. Part sixth Summary and Outlook of the full text. By Millet mobile marketing strategy in the context of social media development, pointing out the advantages of millet mobile marketing, social marketing offers powerful lessons for other companies.
Keywords: Social Media; Millet mobile phone; Social marketing; Tactics
Title: The Development of Social Media Context the Millet Mobile Marketing Strategies
By: ZELAN LI
Degree: Master of Business Administration
Major: Business Administration
Advisor: Dr.Chai Thanichanun

94. The influence of China’s foreign direct investment on the economic development of Thailand

Abstract

In the process of economic globalization, attracting foreign capital has been regarded as an important factor affecting economic development. Foreign direct investment (abb. FDI), which plays a direct role in promoting the economic growth of developing countries, is extremely important. Since the formal establishment of diplomatic relations between China and Thailand in 1975, the international direct investment and trade between the two countries have made rapid progress.

Starting with the relevant theories of international trade, this paper analyzes the current situation of China’s investment in Thailand. It is found that since the 2007 international financial crisis, the industries of direct investment to Thailand mainly concentrated in metal products, machinery and service industries, especially in metal products and machinery, which developed rapidly in the past years. In the 2008-2014 years, Chinese enterprises invested more in the mechanical and electronic products in terms of both quantity and capital value, followed by agricultural products. The number and amount of Chinese enterprises investing in Thailand are increasing. At present, most Chinese enterprises investing in Thailand mainly invest in small and medium-sized enterprises.

Based on the theory of economic growth, this paper sets up a model. Using the data of the direct investment from China to Thailand from 2003-2014 years, the Granger causality test proves that China FDI has promoted the growth of Thailand GDP.

In view of the related theoretical analysis and empirical test, for the long-term economic development of Thailand, the Thailand government should make efforts in the following aspects: actively promote preferential policies. The government of Thailand should actively introduce some more preferential policies or eliminate some unfavorable polices that may bring negative effect to Chinese enterprises, such as simplifying the examination and approval procedure, shortening the time of examination and approval, and actively reducing the tax, so as to attract more Chinese enterprises to invest more in the industry in Thailand.

On the basis of continuous economic development, Thailand should further increase the economic openness of the country, reduce the business operation cost of foreign enterprises in Thailand, improve the establishment of some system of attracting foreign investment system, enhance its competitiveness in the main investment countries of ASEAN, and use foreign capital to better serve the economic development of the country, and promote the upgrading of domestic technology and the transformation of industrial structure. Pay attention to the adjustment of industrial structure. While emphasizing the development of industry, Thailand must also see the importance of the third industry and make the industry develop in a balanced way. The government of Thailand should enrich and diversify the fields and industries that attract foreign investment, and guide the direction of foreign direct investment through policies and regulations, for example, increase the threshold of heavy mechanical and metallurgical industries that waste too much natural resources and easy to cause pollution, and provide policy support to other industries like social services, education, research and development and so on. Thailand should promote the development of the second industry and the third industry, diversify and optimize the production structure and create a healthy industrial production chain.

Key words: Foreign direct investment, Economic growth, Theoretical analysis, Empirical analysis

Title: The influence of China’s foreign direct investment on the economic development of Thailand
By: MA NINA
Degree: Master of Business Administration
Major: Business Administration
Advisor: Dr.Chai Thanichanun

95. Research on the Influence of Online Community Marketing on the Brand Relationship Quality

Abstract

With the continuous improvement of production methods, enterprises are becoming more efficient in the production of products. The market has already shifted from supply shortages to oversupply, and the concept of marketing has also shifted from enterprise-centered to consumer-centered. To maintain a competitive advantage, retain customers, and increase customer loyalty, companies began to pay more and more attention to building a long-term reciprocal relationship with their customers, starting from the first Intel Internet portal brand advertisement on Sina in 1997. Precision advertising after the rise of the search engine and the people-oriented community marketing model are gradually carried out today. In the online community, Ereli’s data report shows that 95% of the community’s Internet users spend an average of more than one hour. The online community has become the longest platform for Internet users to stay. The theory of interactive media argues that people are more likely to attend to a new interactive medium when the persons they know have also adopted it (Hiltz & Turoff, 1993). The online community marketing is based on the mobile internet technology and is based on the infinitely fissile and spreadable exponential double loop model of the community platform. Users can fully and interactively participate in marketing activities and can communicate with companies in multiple dimensions. Through the mutual interaction between the members of the community, consumers know the brand usage, use issues, and solutions used by others. Through community marketing, consumers have a high degree of loyalty to the brand, and they also have high satisfaction with the product. Therefore, online community marketing has become a hot spot for consumers and brand companies today. There is a profound theoretical and practical significance to study the impact of online community marketing on brand relationship quality.

The core issue of this study is to study how online community marketing affects customer value and how it affects the quality of brand relationships. To discuss this issue, first, we reviewed the previous literature on the impact of online community marketing, and through theoretical analysis and actual research, we built several elements of online community marketing, followed by analysis of two dimensions of community marketing and customer value: The role of customer perceived value and customer value innovation, and their influence on the quality of customer-brand relationship. Finally, the theoretical framework of “network community marketing-customer value-brand relationship quality” was constructed to explain the network community marketing to the brand. The influence mechanism of relationship quality. The specific findings are as follows: First: There are four dimensions in online community marketing: membership value, content value, activity value, and product value. Secondly, this study carried out a correlation analysis of the influence of online community marketing on the customer value of the intermediary variables. Based on the literature analysis, the customer value was subdivided into two dimensions: customer perceived value and customer value innovation. On this basis, this paper analyzes the mechanism of the four dimensions of online community marketing on customer perceived value and customer value innovation. Through empirical research, it is found that member value, content value, activity value, and product value have significant positive correlation effects on customer perceived value and customer value innovation. Third, this study further analyzes and validates the impact of customer value of mediator variables on the quality of brand relationships. Empirical analysis confirms the positive correlation between customer value and trust, satisfaction, and commitment in the quality of brand relationships.

Based on the above conclusions, suggestions and countermeasures are provided for the three perspectives of network community operators, brand consumers and brand enterprises. The innovations of this study are: First, the in-depth analysis of online community marketing, put forward the essential dimensions of online community marketing: member value, content value, activity value, product value. Secondly, it studies the relationship between customers and brands from the perspective of online community marketing, and it discusses the process from the value creation of online community marketing to delivery to customer value, and finally a series of value change mechanisms attached to the brand value. Through empirical analysis, this process of value transfer was verified.

Keywords: Online Community Marketing, Brand Relationship Quality, Member Value, Content Value, Activity Value, Product Values, Customer Value, Customer Perceived Value, Customer Value Innovation

Title: Research on the Influence of Online Community Marketing on the Brand Relationship Quality
By: ZHENG AIBING
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Titanan Sun

96. Word-of-mouth marketing of small and medium-sized cost movie in China

Abstract

In recent years, a series of small and medium-cost movies have emerged in Chinese domestic films. With excellent movie plots and quality, they have won recognition and praise from the audience. A good word-of-mouth effect has created a miracle at the box office one after another. Word-of-mouth communication has played a key role in the social impact of movie box office and movies. With the help of word-of-mouth marketing, small-to-medium-cost movies have gradually emerged. Movie marketers also continue to innovate word of mouth marketing. However, as the film industry’s long and tailed middle-and-low-cost movies, they have a large number and vary in quality. Word-of-mouth marketing has not been effectively used in these medium and small-cost films. Movie marketers have paid less attention to word-of-mouth marketing and lacked effective means, leading to problems in creativeness, interaction, and authenticity of middle-and-low-cost movie word-of-mouth marketing, thus falling into marketing difficulties.

Based on this, this article will use survey research method, case analysis method and literature analysis method, take Chinese medium and small-cost film as the research object, combine word-of-mouth marketing related theories, explore the word-of-mouth marketing of medium and small-cost movies, and conduct word-of-mouth marketing of domestic medium and small-cost movies. System analysis.

The first is the analysis of the unique characteristics and overall status quo of China’ s medium-to-small-cost movies. Small and medium-cost movies are faced with issues such as less support for the external environment, single types, and rough production; and then based on the status quot of word-of-mouth marketing of domestic small and medium-cost films, marketing from word-of-mouth. Implementer, channels, communicators, major strategies, word-of-mouth information, and word-of-mouth marketing effects analyze the current status of word-of-mouth in low-cost films, and conclude that there are under-marketing, over-marketing, and lack of marketing positioning in medium-small-cost movie word-of-mouth marketing. Lack of interactive means and lack of authenticity. For the development difficulties faced by middle-and-small cost movies and the problems in word-of-mouth marketing, combined with the audience’s movie information search and word-of-mouth communication behaviors, the production strategies, communication strategies, tracking and maintenance strategies of medium-small cost movie word-of-mouth marketing were proposed.

In the production strategy, the story power and characteristics of the small-to-medium cost movies themselves are the starting point for word-of-mouth marketing.Provide sufficient film information as a communication material, and capture the fan group as the key word-of-mouth marketing communicator; in the communication strategy: fully play the roles of opinion leaders and the first batch of audiences, key platforms break through key points, and create authentic and trustworthy word-of-mouth information. At the same time, by planning some network events, using schedules, lines, actors, and characters to set up online issues, the word of mouth will be detonated as much as possible. At the same time, rewards will be implemented based on the needs of the audience and the continuous dissemination of word of mouth will be promoted. In the tracking and maintenance strategy: establish an effective emergency response mechanism for word-of-mouth tracking and negative word-of-mouth warning mechanisms to handle negative word-of-mouth reviews reasonably and effectively, and at the same time, pay attention to the long-term effects of word-of-mouth marketing.

Keywords: small and medium-cost movie, word of mouth marketing, movie marketing

Title: Word-of-mouth marketing of small and medium-sized cost movie in China
By: Zhao YuYang
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Titanan Sun

97. Research on After-Sale Service Management of Shanghai Volkswagen 4S Store

Abstract

In today’s auto consumption field, for auto consumers, when they buy a car, they not only pay attention to the quality of autos, but also attach great importance to auto after-sales service.

Automobile after-sales service industry is an important link in the automobile circulation field. After-sales service as an important part of the automobile sales operation is not only an operation, but also a culture, an idea, it is a manifestation of the company’s human care to customers and the company must undertake the social responsibility. It is an important link between automobile manufacturers and customers. The automotive industry is one of the fastest growing and most competitive industries. With China’s accession to the WTO, foreign automakers have entered the Chinese market strongly, aggravating China industry competition. Driven by fierce competition in technological, the gap in functionality and quality of automotive products is getting smaller and smaller. In order to remain invincible in the competition, automakers and companies have started from the after-sales service industry to improve their business performance through high-quality after-sales services.

When these companies face increasingly fierce competition in the new car sales market, and the growing after-sales market. How participants in the Chinese car market judge the current situation and challenge in the aftermarket, is do plan practical and feasible countermeasures, or deploy new aftermarket services or introduce new ones. These models of operating seem to be necessary.

This article takes Shanghai Volkswagen after-sales service as the research object to understand the basic situation of Volkswagen’s after-sales service management.

The article uses related theories of marketing, organizational behavior, and customer relations, and uses research methods such as investigation methods, quantitative analysis, qualitative analysis methods, and research methods of literature.

The main content of this survey is to study Shanghai Volkswagen’s after-sales service management. Including: related theories of after-sales service management, after-sales service management in Shanghai Volkswagen 4S shop, Shanghai Volkswagen after-sales service survey, analysis and recommendations.

This article conducted a survey and research on Shanghai Volkswagen, through questionnaires, to understand customer satisfaction with Shanghai Volkswagen, and Shanghai Volkswagen’s after-sales service condition to customers. The purpose of this survey was to investigate the after-sales service condition of Shanghai Volkswagen through interviews and questionnaires. This survey involves a lot of people, so use a questionnaire. Face-to-face interviews are for more accurate information.

The research results show that the majority of customers and internal customers faced by Shanghai Volkswagen are young people or middle-aged people. Shanghai Volkswagen should first consider the safety and brand of the car. In the development of new models, first consider the safety of the car. At the same time, to establish a better brand image. Second, the company can adjust the price of the car to create a more cost-effective car. In regards to employees’ service attitudes, the company has clear regulations, but after passing many managers convey, employees may make some changes when they are implemented. However, managers are working hard to reduce customer complaints. Shanghai Volkswagen can further improve its after-sales service according to actual conditions. They can design more specifically every aspect of after-sales to ensure they can better to do after sales.

Automotive after-sales service is an important part of the automotive industry and it is also a very complex project. With the development of economy and society and the continuous improvement of people’s living standards, automobiles are becoming the first choice for people to travel daily, and automobiles are entering people’s lives with the attitude of popular goods. The brand, style, performance and cleanliness of the car all reflect the character, culture, life and preferences of the car owner. Entering the “car era”, car owners have gradually refined their requirements for car ownership. Car owners have paid more and more attention to the beauty care of private cars, and have also contributed to the growing market for car after-sales service industries. Consumers are increasingly concerned about the automotive service market and Service Level.

Key words: Shanghai Volkswagen, after-sales service, quality, customer, satisfaction
Title: Research on After-Sale Service Management of Shanghai Volkswagen 4S Store
By: LIU LU
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Titanan Sun

98. The development of museum cultural creative product based on the Value Chain theory-taking the Shaanxi History Museum as a case

Abstract

With the advent of the era of knowledge economy, the collection, research and educational institutions of the museum, as a witness of human history, have become an important indicator of the soft power of a country or city. The emergence of Museum Cultural creative products has made people have a new perception of museums. Museum cultural products are produced by the combination of cultural and creative industries of the museum and cultural creative industries. Relying on the precious collection resources of the museum, a unique product is developed to meet the diverse cultural needs of the audience. Cultural creative products are the extension of the museum’s exhibition function and educational function. It can connect the cultural collection with the life, aesthetic and demand of the contemporary people, so that the audience “can bring home the civilization of the national treasure”.

This paper, taking the Shaanxi History Museum as the object, make the value chain analysis and innovation as the path, clearly defines the value chain of the development of cultural and creative products of the museum, which consists of five links, namely, culture mining, creative design, creation, marketing and cultural consumption, and analyzes the problems in the value chain. Then, based on the use of “Internet plus” thinking and innovation mode of the public record Museum of cultural creative product development model of value network. In order to fully mobilize various resources into the development of the museum, we can effectively transform the single line development of the museum text creation under the traditional value chain into four major platforms and two main lines. On the basis of the actual research and analysis of the product development of the Shaanxi History Museum, the value network model provides a new and practical new way for the development of the Shaanxi history museum. It is suggested that the open source thinking should be set up in the development of creative products, the authenticity of the museum should be paid attention to in the cultural excavation, the innovation of the creative design should be improved by the creative collection platform, and the multi-dimensional authorization in the creation of literary creation should be carried out to improve the specialization of the creation of the literary creation and the establishment of a museum in the creation of literary creation. The store alliance improves the diversification of sales of cultural products. The innovation point: the value chain theory is used to analyze the structure of the value chain of the product development of the museum, analyze the problems in the various links under the traditional value chain, and establish the “value network model” by using the theory of “value network”.

Key words: Museum, creative product, Museum Cultural creative products, value chain, value network, Shaanxi history museum

Title: The development of museum cultural creative product based on the Value Chain theory-taking the Shaanxi History Museum as a case
By: LIU GUOYING
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Titanan Sun

99. The Influence of Star Effect on Consumer Behavior - Taking BBS as an Example

Abstract

With the rapid development of China’s tourism industry, the demand for tourism market is becoming more and more diverse and individualized. Tourism needs to be combined with other core cultural industries in order to meet the needs of the current people. It happens that in recent years the rise of reality show, let the big TV (Television) stations in China, even in the global television, have introduced the corresponding reality show variety show. In order to make the show better into the market, to meet the needs of people, various television stations in the reality show and combining tourism, will continue to emerge, such as family travel, wild type, date, talent and so on a series of programs. And in the program, the stars are also invited to join the reality show. Therefore, the tourism industry, driven by this trend, has been quickly promoted. Subsequently, scholars began to pay attention to the research on the combination of star reality show and tourism, and made relevant researches from many angles, and also achieved some success.

With the opening of the two day and one night tour, the domestic reality show is spreading rapidly. For example, Hunan TV broadcasts “where dad goes” and “flowers and teenagers”, Oriental TV’s “journey of figure” and “figure sister” and so on. In the program, we not only showed the natural scenes of the filming scenes to the audience, but also enjoyed the audience’s experience through the stars, so that the audience could understand the local folk customs. At present, scholars mainly focus on the cognition of film and television programs, the development of film and TV tourism, and marketing research. Taking the star reality show tourism program as the research object, there are not many researches on the impact of tourists’ tourism behavior, and there are also some new factors based on the passage of time.
This article attempts to “push pull” theory, product life cycle theory “and” market segmentation theory “and multi-disciplinary theory as the foundation, and through the data collection and analysis of the questionnaire, further study on the reality show star Tourism Festival brings the audience to the influence of the new factors of tourism behavior in this area. This paper is divided into five chapters, the first chapter is introduction, mainly expounds the research background, purpose, method and significance; the second chapter is the literature review, theoretical basis of research, mainly about the reality show star travel program concept, and put forward the hypothesis; the third chapter research methods of Hangzhou city issued questionnaires. To collect data, and the the experimental data were analyzed by spss22.0; the fourth chapter research results and analysis to “daddy go” as an example of the audience to shoot the tourism behavior. Through the empirical study, the characteristics of the tourists’ differentiation and the empirical results of the research hypothesis are obtained. The fifth chapter is the conclusion and discussion suggestion. In order to develop the star reality show tour program, how 10 attract tourists through the star reality show tour program, we put forward relative suggestions, and found that we should increase the publicity efforts after the reality show shows.

Key words: Star Reality Show Tour Show, Tourism behavior, Impact and Marketing.

Title: The Influence of Star Effect on Consumer Behavior – Taking BBS as an Example
By: Ni jfiXiang
Degree : Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Li Chiao-Ming

100. Local Government Satisfaction Survey and Countermeasures Research

Abstract

Since the reform and opening up, China’s government has experienced large-scale integration and change, the internal structure of the government has changed with each passing day. Administrative efficiency has been greatly improved, but the sustained and rapid economic growth led to a serious imbalance in the society, the original traditional working mode of the government has been unable to meet social needs at this stage of the government transformation is imminent. At this point, the National Congress clearly put forward the goal of building a service-oriented government. Combining with the goal of building a service-oriented government, the theory of customer relationship management has been introduced into the field of government services. In our country, the basic level government as the most basic subsystem of the government system, the management area of the political, economic and social affairs functions, is the acutest national administrative system “nerve endings”. The combination of the theory of customer relationship management ideas and methods and the local government organizations, change the mode of government functions, has important significance in theory and practice of internal mechanism to integrate collaborative management are explored. The according to the customer relationship management theory, combined with local government established the local government customer relationship management model, a breakdown of the internal and external customers of the local government, and according to the theory of the internal organization of the Municipality was reintegration, according to the Department’s coordination functions of recombinant . At the same time, through of local of local government cooperative service quality satisfaction level of empirical analysis, it is concluded that the countermeasures to further improve the serviceability of local government, and gives the corresponding cooperative measures: the leaders to direct management; centralized management system; of the reasonable system; build and the introduction of professional information management technology platform.

Keywords: Government customer relationship management, Local government, serviceability, Synergy mechanism

Title: Local Government Satisfaction Survey and Countermeasures Research
By: Qu Sheng
Degree : Master of Business Administration
Major: Business Administration
Advisor: Doctor Titanan Sun

101. Research on Chinese Yuan Asean Regionalization

Abstract

After the 2008 financial crisis, it exposed the weaknesses of the current international monetary system and also changed the status of the US dollar and the Chinese yuan in the ASEAN region. The Chinese yuan is quietly becoming a settlement currency or even a reserve currency recognized by all parties. On the agenda, the internationalization of the Chinese yuan is a systematic strategic financial process: “regionalization, offshorization and internationalization” are the three phases of this strategic process. The basic connotation of regionalization is the ability of the Chinese yuan to assume international currency in the surrounding areas of China. Asian economies hope to effectively resist the impact of the financial crisis by further strengthening regional currency cooperation which provides new opportunities for the development of Chinese yuan regionalization. The China-ASEAN Free Trade Area (CAFTA) was officially launched in 2010. The economic and trade cooperation between the two sides has become increasingly close and the scale has continued to expand. The Chinese yuan as a settlement currency has gradually gained ground in Southeast Asian countries. At the same time, the rapid and steady growth of the Chinese economy and the rapid development of the country’s science and technology have also continuously increased the influence of the Chinese yuan on ASEAN countries. In view of various factors, the conditions for the regionalization of Chinese yuan in the ASEAN region are already in place.

This paper mainly includes the following four parts:

The first part: This part is the introduction part of the article. This article first introduced the research background and significance of the article, then described the research method of the article, and pointed out the innovation and inadequacy of the
article, and finally the Chinese yuan ASEAN. The status quo of regionalization was examined.

The second part: This part is a review of the literature referenced by the article and the theoretical support of the relevant international currency theory for the article.

The third part: Based on the SWOT analysis method to study the advantages, disadvantages, risks and opportunities of Chinese yuan ASEAN regionalization, the article mainly adopts this method to study the regionalization of Chinese yuan in ASEAN.

The fourth part: The comprehensive SWOT analysis method and internationalization related theory analyzed the circulation characteristics of Chinese yuan in ASEAN countries, and pointed out the problems of Chinese yuan ASEAN regionalization.

The fifth part: The last part of the article is mainly to give some operational suggestions for the development of Chinese yuan ASEAN regionalization.

Keywords: Chinese yuan, Regionalization, ASEAN, SWOT

Title: Research on Chinese Yuan Asean Regionalization
By: Xu Ying
Degree : Master of Business Administration
Major: Business Administration
Advisor: Doctor Titanan Sun

102. The Study of Trans-Culture Management with Brand Business

Abstract

The Walt Disney Company’s brand management had already formed a set integrated and mature system after near hundred-year development. Meanwhile, TWDC to use its own brand effect unceasingly to the overseas market expansion which has to build a Disney theme park in Japan, Tokyo, Paris, Hong Kong, Shanghai successively. There is no denying that the overseas market brings the economic interest continuously to Disney, however, at the same time it also let TWDC face with a series of questions. And the most obvious is the Trans-Culture conflict question which the overseas market faced. Along with Shanghai Disneyland’s beginning, public interest in Shanghai Disneyland has gradually increased. This paper will analyze the whole world state of operation, experience and lesson of Disney to obtain a comprehensive and objective management development strategy of Shanghai Disneyland.
Keywords: Disneyland, Theme Park, Brand Management

Title: The Study of Trans-Culture Management with Brand Business
By: Wang Zizi
Degree : Master of Business Administration
Major: Business Administration
Advisor: Assistant Professor Ching-Fang Chi

103. Research on the cost method of Harbin electric company's project - taking the Turkey SOMA thermal power project contracted by the company as an example

Abstract

In management process of project, the management on the cost control plays an important role in the successfully developing of the project. From the beginning of the Turkey SOMA project that is undertook by Harbin Electric International Engineering Company, the schedule and quality of the project are very smoothly. But some problems occur in the process of cost control and the costs surpass the plan too much. Thus, this paper starts to do the research on the cost control of Turkey SOMA project and the author hopes to provide reference for the cost control.

Firstly, this paper summarizes many literatures on the definition and methods of the cost control, and analyses the schedule situation of SOMA project, awareness of cost control, level of cost control and the situation of project information management. Secondly, the author also summarizes many problems during the cost control of the project. Although the administrative department of this project has tried to perfect the activities of the cost control, there are still many problems in the process of SOMA project cost control such as imperfective basis of cost control, unscientific method, and worse rules of systems and so on. The reasons of the problems are multiple. They are unreasonable cost budget planning, ignoring the relationship between project cost and schedule, no dealing well the relationship between project cost and quality. Furthermore, combining with the working schedule of the project, as to these problems, the paper designs some plan to promote the cost control of SOMA project, such as perfecting the WBS systems, using the ABC cost control method and completing the rules of the systems. At last, the author points some supporting measures to make the plans smoothly. The measures are as follows: pushing forward the informational construction project of cost control, balancing the relationship between cost and schedule, adjusting the relationships between cost and quality.

Keywords: Turkey, thermal power plant project, cost control, project schedule, project quality

Title: Research on the cost method of Harbin electric company’s project – taking the Turkey SOMA thermal power project contracted by the company as an example
By: Huang Xiao
Degree : Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Li Chiao-Ming

104. An Analysis of Competitiveness of Thai Rice Export

Abstract

Thailand is the world’s largest rice producer and exporter since the 1960 s, Thailand has been occupying the position of the world’s largest rice exporter. Due to the face that rice is the major agriculture product of Thailand as it’s the staple food for Asian people and Thailand’s main export of agricultural products. Therefore, the study of Thai rice export competitiveness is important to maintain and improve Thai rice.
In view of the present situation of the export competitiveness of Thailand rice is declining, Thailand rice export competitiveness as the research object, using quantitative analysis of comparative advantage of explicit theory, are analyzed by using the year 2004 to 2012 the annual. Lastly is to conclude the basis of export competitiveness analysis, put forward the measure of Thai rice export competitiveness and the suggestions, meanwhile to point out that should avoid the adverse factors.
The findings indicated that Thai’s export is remaining on the competitiveness in the global market to a certain frontier, except the competitors are gradually increased, due to the Thai’s prices is slightly higher than the others, sort of the market share is gradually decline. The export competitiveness at the various threats, including the pledged project policies put forward by the Thai government to export. As the suggest, Thai’s government should cooperate with the local exporters to solve the current situation to maintain the exporting rice position on the global ranking, and how to attaches great importance to the role of government policy, enhancing the added value of the rice, making effective marketing strategy, strengthen the national market and expand new markets.

Key Words: International Trade; Competitiveness; Comparative Advantage

Title: An Analysis of Competitiveness of Thai Rice Export
By: Ma Jiacheng
Degree : Master of Business Administration
Major: Business Administration
Advisor: Doctor Chai Thanichanun

105. Research on Liquidity Risk Management of Securities Companies under New Financial Market Supervision Environment

Abstract

Because of the continuous innovation and development of China’s financial market in recent years, the domestic securities companies have become more and more comprehensive, diversified and complex in the scope of operation, business structure and product types. In June 2016, China Securities Regulatory Commission made clear the risk control index system at the core of net capital and liquidity and included two liquidity regulatory indicators of “liquidity coverage” and “net stable fund rate” into the four core indicators of risk control. The new regulation has raised liquidity regulation to the same importance as capital regulation. As a result, itis of great theoretical and practical significance to systematically study the liquidity risk management of domestic securities companies.
This paper first combs the relevant literature at home and abroad, then takes risk management as the theoretical basis, and then uses the method of combining normative research with case study to focus on liquidity risk management of domestic securities companies, current situation, characteristics and problems of liquidity risk management in domestic securities companies. Combined with theoretical thinking and related work experience, this paper also puts forward suggestions for improvement. Finally, S securities company is chosen as the object of individual practice research. On the basis of the above research, this paper draws the following conclusions: China’s securities companies must establish and consolidate the liquidity risk control system according to their own characteristics, and improve the level of liquidity risk management by using a variety of liquidity risk management tools and techniques while meeting the requirements of the liquidity risk index supervision, and make full preparation for the prevention of liquidity risk.

Key Words: New regulation; Securities company; Liquidity risk

Title: Research on Liquidity Risk Management of Securities Companies under New Financial Market Supervision Environment
By: Li Wei
Degree : Master of Business Administration
Major: Business Administration
Advisor: Doctor Chai Thanichanun

106. Research on the Development Strategy of Thai International Tourism

Abstract

Thailand is a one of majority tourism country in the world. With increasing of Thailand’s international tourism industry, it was dramatically earned income and contributes to foreign exchange receipt reach to country immensely. Under Economic Integration, both of goods and services are rapidly expanding followed in liberalization territories. Including movement of capital and labor between countries are increasing continuously as well as the cooperation economics of both national and regional. These phenomena were altered a number of trade and investment in various regions. Consequently, it has effect on trades and services tend to severely competitions. The Agreement on Trade in Service of China — ASEAN Free Trade Area, appears usefulness and toward to trade in tourism service directly. Therefore, China and ASEAN have mutual consent for cooperation the tourism marketing and expanding the tourism regional cooperation among two parties.
The establishment of CAFTA is a good opportunity for development of Thailand’s international tourism industry. This studying is focused on contemplation of effect CAFTA to Thailand^ tourism marketing accompany with investigates China tourism market. Consequently, Thailand’s International tourism industry in aspect to CAFTA conducted a good chance for industrial development. Among all positive tasks available for CAFTA environment of Thailand’s international tourism market. In this paper was studied Thailand’s international tourism opportunity and was analyzed Chinese tourism market. Then, computes Revealed Comparative Advantage indices of Thailand’s travel service as a proxy for tourism competitiveness, based on Porter Diamond Model this research also analyses determinants of competitiveness of the tourism industry of Thailand. Furthermore, SWOT analysis method was analyzed on the current situation of international tourism industry in Thailand. Also, investigated the advantages, disadvantages, opportunities and threats, and then determined the strategy for Thailand international tourism development by means of TOWS matrix toward to suggestions and valuable prospects to Thailand.
The establishment of the CAFTA, to be not offer the development opportunity for Thailand international tourism industry, it also makes international competition of the tourism industry more competitive at the same time. The government and relevant departments how to take countermeasures, in order to improve the international competitiveness of industry, and to the sustainable development, is an important subject of Thailand international tourism.
Keywords: Thailand, International tourism industry, Development Strategy, China-ASEAN Free Trade Area, SWOT-TOWS analysis

Title: Research on the Development Strategy of Thai International Tourism
By: Sun Haiyan
Degree : Master of Business Administration
Major: Business Administration
Advisor: Doctor Chai Thanichanun

107. Research on the brand marketing of Tesla electric vehicle

Abstract

With the development of the global automotive industry, the shortage of petroleum energy is becoming more and more serious, and automobile exhaust emissions have become a major factor in global warming and air pollution. Therefore, electric vehicles as a pollution-free, low-noise green vehicles have very attractive development prospects. The electric vehicle industry is an emerging industry. Electric vehicle companies have great differences from other automobile companies in terms of product positioning, profitability models, and business models ranging from battery technology to automobile production and sales. Tesla, as the leader in the electric vehicle industry, has a unique brand marketing business model that has a subversive innovation compared to traditional automotive companies. This article takes the Tesla electric vehicle as an example to begin research. First of all, it elaborates the concept, elements and significance of brand marketing. Then it introduces electric vehicles and Tesla. It once again focuses on Tesla’s brand marketing strategy and finally elaborates on Tesla. The disadvantages and suggestions of pulling brand marketing have provided useful insights for the electric vehicle industry in terms of profit models and marketing methods.

Keywords: Brand Marketing; Tesla; Electric Vehicles

Title: Research on the brand marketing of Tesla electric vehicle
By: Wang Maoheng
Degree : Master of Business Administration
Major: Business Administration
Advisor: Asst. Professor. Dr.Ching-fang

108. A Research Into The Comparison Between The Premier League And Other European Football Leagues In Terms Of Finance And Administration

Abstract

This essay compares the Premier League with other European football leagues in terms of revenue, operating profit and net debt. It is concluded that the Premier League outperformed all the other-European football leagues in all these aspects. Particularly, the Premier League’s revenue is always the twice the amount of the other European league. Investment is also discussed in order to indicate the strength and attraction for the Premier League in the field of foreign investment. Besides that, player transfers issues are also included in this essay to have a better comparison between the Premier League and other football leagues. eSports, as a huge potential market of the football industry is also discussed. It is clear that the Premier League has already placed great importance on this new field in order to have a better market position.

Keyword: Premier League, Europe’s big five, Football League, revenue, profit, net debt, player transfer, eSports, stadia

Title: A Research Into The Comparison Between The Premier League And Other European Football Leagues In Terms Of Finance And Administration
By: Zhu Yushiqiao
Degree : Master of Business Administration
Major: Business Administration
Advisor: Doctor Chai Thanichanun

109. Anslysis of the marketing problems of china merchants securieties under the background of internet financial development and counter measures

Abstract

Finance as the core of modern economy has the characteristics of high professional and high risk.Under the background of environment of Internet financial development at home and abroad,all financial securities companies market begin to explore the new online marketing mode to adapt to the trend and occupy the efficient market.In other words,internet securities financial institutions is a relatively difficult and more huge revolution compared with other traditional industry.Internet financial marketing problem is the traditional securities institutions to reinvent involving the concept of innovation, the innovation of service marketing and the product promotion way.Analysis of current situation and competition environment of Internet financial development at home and abroad using the market marketing related theory,the modern theory of financial market and internet financial theory to draw out the Internet under the background of financial securities company’s marketing problems.Establish relevant countermeasures and suggestions in view of China merchants securities company under the background of the Internet financial products by the analysis of marketing and service marketing problems,combined with the securities company’s Internet marketing model of enlightenment,to help securities companies in the fierce industry competition keeping advantage and stability and Improving the brand image and status of the securities industry.

Key words:Internet Financial ; Securities Company ;The Marketing Problems

Title: Anslysis of the marketing problems of china merchants securieties under the background of internet financial development and counter measures
By: Wang Dongwei
Degree : Master of Business Administration
Major: Business Administration
Advisor: Assistant Professor Ching-Fang Chi

110. Study on the risk control of securities margin financing business Take the southwest Securities as an example

Abstract

Margin trading business in developed countries is not a new thing,but entering our country and entering the general investor’s view is the matter of the recent years. Since the State Council approved the implementation of the margin trading business in March 31, 2010, China’s securities margin trading develop healthy and steadily , more and more securities companies obtain the qualifications of Margin trading ,and more and more securities become the underlying securities, margin trading plays a more and more important role in the development of securities market. But at the same time, it needs to be noticed that there still exist many problems in the margin trading market when compared with the developed countries. The problems come from national level of laws and regulations, securities business, and the investors themselves. Especially there is large gap when compared with the developed countries in risk control. And it should be noted that China’s existing problems are not divided from the basic conditions of our country. Reform and improve the system of risk monitoring system of margin trading should be combined with the actual situation of China. Strengthen the management of securities margin trading business risk and protect the interests of investors effectively.

This paper first introduces the research background and literature review of the paper. Secondly analyze the current situation and existing problems of China’s margin trading market. The next, carding the risk of margin trading securities companies face.Finally, taking the H securities company as an example, makes an in-depth analysis of the current situation of the financing and securities lending business, the risk supervision, existing problems and policy recommendations, puts forward some pertinent suggestions and summarizes the whole article.

Keywords: Securities, Margin trading, risk control, the H Securities company

Title: Study on the risk control of securities margin financing business Take the southwest Securities as an example
By: Ding Hongzhe
Degree : Master of Business Administration
Major: Business Administration
Advisor: Assistant Professor Ching-Fang Chi

111. Research on the Marketing Strategy of Haier Household Appliance iIn The United States

Abstract

With the development of global economic integration, Haier, as the leading enterprises of Chinese household appliances, how to conduct international marketing efforts, especially in developed countries like the United States, is put in fro nt of the priority. On December 15, 2015, Haier was shortlisted for the top 100 of the “Top 500 Global Brands” in and ranked first in the global white goods brand. But its sales are mainly concentrated in Asia, Africa an d Latin America developing courntries, which including China, sales is not ideal and low brand awareness in U.S. The United States is the world’s largest economy, is one of the countries of the world’s highest levels of consumption, world famous gathered, huge market potential, high quality requirements for consumer products, strong purchasing power. The only way for Haier to become a true sense of the world’s first household appliance brand is to develop the U.S.market successfully. With the increasing number of competitors in the U.S. appliance market and competitors is getting more mature, Haier, as a new entrant, how to quickly increase brand awareness, expand market share and let the large home appliance scale saled, all of these is what Haier need to face when h e compete in the U.S. market.

This paper is based on the basic theories and methods of marketing strategy, integrated use the international marketing and SWOT analysis tools, to study on Haier household appliances marketing strategy in United States. The paper firs t introduces the Haier Group and the necessary of Haier developing the U.S. market, the exploring history and current situation of Haier home appliance on the U.S. market. Second, it analyzed the macro environment and industry environment which Haier faced. Macro environment analysis mainly involve the U.S. population, economic, political, legal and cultural factors, the industry competitive environment analysis is mainly involve the U.S. appliance industry market size, characteristics, sales channels, competitors and so on. Third, find the opportunity and threaten of the Haier through the environment analysis. Haier household appliances is facing the large market capacity, great potential, high 1evel consumption, aging trend and economic crisis, anti-dumping and countervailing, centralized channels and brands, the unconditional return of the terms in t he U.S. market. Haier also need to face the threaten of raw materials, rising p rices on international market and the RMB appreciation on China5s exports. Haier must achieve one of the four major national chain channels and let Haier 1arge home appliances sales in size through strategic alliances strategy; to achieve innovational design, optimizational cost, marketing localization and avoid the threat of anti-dumping and countervailing through localization strategy; to rationally allocate the short-term goals and long-term goals through the both OEM and brand strategy. However, the advantages and disadvantages of the enterprise affect the implementation of the marketing strategy, Haier need to enhance the brand awareness and clear brand positioning through the advertising strategy and brand positioning strategy, to enhance the reaction speed in U.S. market through the process optimization strategies, to improve the consumer shopping experience through after-sales service strategy. Based on these, the advantage can be played and the pressure of Haier5s disadvantage can be reduced to complete marketing strategy easily on U.S. market, to develop U.S. market successfully and to be true sense of the world’s 1st brand. Hope the conclusion of this study will help Haier to develop the U.S. market and provide a reference for China’s household appliance enterprises to research and make international marketing strategy.

Key Words: Haier, Household Appliances, United States Market, Marketing Strategy

Title: Research on the Marketing Strategy of Haier Household Appliance iIn The United States
By: Jinze Wu
Degree : Master of Business Administration
Major: Business Administration
Advisor: Doctor Chai Thanichanun

112. Research on Marketing Strategy of Chinese Performing Arts Industry

Abstract

Aesthetic commonality is the aesthetic foundation of the international performance market, and the formation of the global economic market is the material basis for the formation of the international performance market. Performance content providers, performance content consumers, performance venues and performance mediators are the four basic elements that constitute the modern performance market. In the international performance market management, it is necessary to abide by the corresponding economic norms and legal norms, but also at the same time pay attention to cultural and strategic issues such as cross-cultural dissemination of national cultural identity. This is also the core issue of multinational performance brokerage management. The formation of the Chinese performance market is not only an important part of the national cultural system reform, but also a natural result of the increase in the level of national cultural consumption. The introduction of a variety of performance laws and regulations and the implementation of the rules indicates that China’s performance market is gradually becoming more standardized. From the perspectives of market structure, SWOT analysis, consumer cognition and demand, China’s performance market has a distinct transition period.

This article combines the reality of the present state of the performing arts industry in China at the present stage, analyzes and explores the difficulties faced by the Chinese performing arts industry in marketing, and discusses the development of the Chinese performing arts market based on the relatively successful typical cases that emerged during the development of the Chinese performing arts industry. The promotion will be analyzed to provide a reference for the reform and development of the Chinese performing arts market.

Keywords: Performance market, marketing, branding, pricing strategy, franchising, promotion.

Title: Research on Marketing Strategy of Chinese Performing Arts Industry
By: Li Muyan
Degree : Master of Business Administration
Major: Business Administration
Advisor: Doctor Chai Thanichanun

113. Research on the influence of brand image on consumer behavioral tendencies taking LI NING sports shoes as an example

Abstract

This paper argues that the influence of brand image determines the consumer behavioral tendencies. The unique brand image can help enterprises establish brand positioning, prevent brand competition and improve market performance of brands. The brand image consists of three dimensions: brand performance, brand personality and company image, and there is no hierarchical relationship among the three. Among them, the brand performance is the main factor that affects the consumer behavior tendency; the brand personality affects the consumer behavior tendency, but the influence degree is weak; the company image indirectly influences the consumer behavior tendency through the brand performance and the brand personality, influences. The article points out that enterprises can make brand positioning through three brand images, that is, the positioning of brand function attributes, brand personality positioning, company image positioning and brand image management, that is, the process of enterprise brand positioning. For Chinese enterprises, the brand personality and corporate image positioning more worthy of attention. Developing a unique brand image, establishing a brand strategy attractive to the differentiated brand image, and strengthening promotion of the corporate brand image are the fundamental ways to improve customer loyalty.

Keywords: Brand image, Brand performance, Brand personality, Corporate image, Consumer behavioral tendencies, Influence

Title: Research on the influence of brand image on consumer behavioral tendencies taking LI NING sports shoes as an example
By: Song Kai
Degree : Master of Business Administration
Major: Business Administration
Advisor: Doctor Titanan Sun

114. Aliexpress's Strategic Choice For Entering the E-Commerce Market in Thailand

Abstract

In recent years, China’s traditional export trade has slowed, but cross-border e-commerce has developed momentum. Cross-border e-commerce has the characteristics of shortening the trading phase and reducing costs, bypassing the traditional trade intermediary links, making it possible for producers to directly face end consumers, both to raise profits and to lower commodity prices. Because domestic e-commerce market is beginning to enter the saturated period, Chinese enterprises seek new markets abroad in order to get rid of fierce competition from the country.

When an enterprise wants to gain access to foreign markets, it is necessary to analyze the country’s environment and understand the local market and industry’s specific circumstances. SWOT is a common strategic analysis tool. This paper mainly studies the strategy selection of China’s cross-border e-commerce platform into Thailand, and is an example of Alibaba’s AliExpress, which shows whether it should enter the Thai market and how it should be entered.

Based on the 4M analysis, 7 ‘S analysis, PEST analysis and Porter’s five-force model, this paper analyzes the internal and external environment, finds out the strengths and weaknesses of the platform, the opportunities and threats existing in Thailand’s market and uses five points to quantify the four factors. The results show that the answer to whether or not to enter the Thai market should be in the market and exploit external opportunities and overcome internal weaknesses.

This paper studies the consumer market in Thailand by questionnaire and combines the research results and the SWOT analysis result with a combination of countermeasures and suggestions: the use of external opportunities is mainly taking advantage of the immature development and struggle of the e-commerce market in Thailand, to develop the logistics system of the Kunming International Highway. To overcome the internal weakness is to enter the Thai market through joint venture or acquisition way, establish a Thai-language social network tool, improve product quality and brand recognition, and establish the logistics system in Thailand.

Keywords: cross-border e-commerce platform; AliExpress; strategic choice; SWOT quantizing analysis

Title: Aliexpress’s Strategic Choice For Entering the E-Commerce Market in Thailand
By: Yan Shijie
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Wei Qifeng

115. RESEARCH ON AMWAY (CHINA) DIRECT SELLING MODEL

Abstract

Direct selling originated in the United States and was first successful in Amway in the United States.Soon after, it quickly spread to European countries and prevailed. But there was a problem with the imperfect sales. Amway has been sued by the federal trade commission for its illegal business practices.And the resulting decision is normal channel selling of goods to win victory.The success of Amway has brought back the vitality of the direct selling industry and become a legal new marketing model.After the successful transformation of Amway, in 1995 for “non-store direct selling model” formally entered China.At present, Amway’s marketing area in China has been distributed in 31 provinces, which is the largest direct selling enterprise in China.This article through to the Amway direct selling model, in-depth studies are aimed at the Amway direct selling model of success, in order to study the reasons for the success of the direct selling mode of Amway (China) company.With the continuous development of the economy, the direct selling mode is also changing, Amway (China) direct selling model where the advantage of the success, and its model what is insufficient, is the meaning of this article research.
The research method adopted in this paper is qualitative analysis, and descriptive analysis of the paper is carried out by using references analyzing and induction method.The main theories used in this study include: PEST enterprise environment analysis, 4P marketing theory, Porter’s five forces model, SWOT analysis,etc.

Keywords: Direct selling, Amway(China)company, direct selling model,4P marketing theory, Porter’s five forces model, SWOT analysis
Title: RESEARCH ON AMWAY (CHINA) DIRECT SELLING MODEL
By: Huang Wei Jing
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Chai Thanichanun

116. Research on Business Strategy of 7-ELEVEN In Thailand

Abstract

The convenience store, CVS in short, is a kind of retail business that satisfies customers’ emergent needs and convenience. The convenience store industry has thrived in Thailand in recent years. Especially as a Japanese convenience store, 7-ELEVEN witnesses more than 10,000 stores in 2018 after CP ALL has obtained the franchising in Thailand. With such sound momentum, it is necessary to analyze and study its business strategies and provide a reference for the development of Chinese convenience stores.
Beginning with a brief history of 7-ELEVEN’s development in Japan and Southeast Asia, this paper analyzes 7-ELEVEN’s marketing methods in Thailand through such means as SWOT, 4P, PEST, Five Forces, and internal and external environment analysis, defines 7-ELEVEN’s operating characteristics, summarizes its success factors, identifies its existing deficiencies, and points out the direction for the future development.
7- ELEVEN is a Japanese-owned American international chain of convenience stores, headquartered in Irving, Texas. The chain was known as Totem Stores until it was renamed in 1946. Its parent company, Seven-Eleven Japan Co., Ltd., operates, franchises, and licenses some 64,319 stores in 18 countries as of January 2018. Seven-Eleven Japan is headquartered in Chiyoda, Tokyo. Seven-Eleven Japan is held by the Seven & I Holdings Co.

Key words: Convenience Store, 7-ELEVEN, Franchising Model, Southeast Asian, Marketing Strategy Business Model
Title: Research on Business Strategy of 7-ELEVEN In Thailand
By: Liu Yifang
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assistant Professor Ching-Fang Chi

117. The Study of OPPO Mobile Phone Marketing Strategies

Abstract

The release of iPhone 4 in June 2010 marked the beginning of a smart phone era for the mobile industry worldwide. Apple and Samsung held the majority of the market share in the global smart phone market. In the past two years, China’s mobile industry has become increasingly mature due to the development of science and technology, particularly communications technology. Chinese mobile brands such as Huawei, OPPO, VIVO and Xiaomi have rapidly emerged, with the gap between them and brands including Apple and Samsung gradually narrowing. In recent years, OPPO mobile phones have experienced sound development. In 2017, they ranked fourth in smart phone shipments worldwide, and second in smart phone shipments in China. The reasons for the increase of their market share over the past few years include OPPO mobile products themselves and their marketing strategy, which for other brands, are worth learning from. Despite their excellent performance in recent years, OPPO mobile phones are still faced with fierce competition within the mobile industry: Apple and Samsung are holding the majority of the market share in the high-end market; in the mid-range market, they are competing with Huawei, Xiaomi, VIVO and other competitors. Compared to 2016, smart phone shipments both worldwide and in China declined in 2017. Faced with this highly competitive environment within the mobile industry and the increasingly low frequency of mobile replacement among consumers, OPPO and other mobile brands need to improve their marketing strategy, so that they can increase their shares in the mobile market and achieve better development without being easily eliminated in this era when new models come out at an increasingly high speed. Through consulting journals and other literature from libraries and the Internet, this article is written based on previous established theories and in combination with specific cases. The research methods adopted in this article include PEST analysis, Michael Porter’s Five Forces Model and SWOT analysis. By combining the methods of literature analysis, case analysis and induction, it analyzes the marketing strategy of OPPO mobile phones and the problems it has, as well as offers advice on how to improve it. The author hopes that this article will help OPPO mobile phones develop better under the fierce competition among different mobile brands and offer insights for other mobile brands to draw on.

Keyword: OPPO mobile phone, Marketing strategy, 4P theory, SWOT, PEST
Title: The Study of OPPO Mobile Phone Marketing Strategies
By: Huang Xun
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Titanan Sun

118. A Study on the Situation and Development of the Coffee Industry

Abstract

Thailand has a long history of coffee planting, for its climate and environment are very suitable for coffee farming thanks to this country’s geographic advantages. Coffee is one of the important exports of Thailand, having great development space, although the coffee industry develops slowly and cannot compare with the large exporters, i.e. Brazil and Vietnam. With Thailand being a large tourism country with developed tourism industry, the development of peripheral industries of coffee, such as the cafes and coffee roasting industry, as well as the emerging coffee farm experiencing industry, have brought about a series of economic benefits. Therefore, the thesis analyzes the problems of Thai coffee market based on its present market situation and environment, putting forward proposals to improve the coffee market in Thailand and its domestic and global influence according to influencing factors and problems.
The coffee market plays an important role in the development of Thailand’s economy. Coffee is not only an important product in the consumption market, but also one of the vital channels for promoting employment. The coffee planting in Thailand has an early start, long history, and increasing demand. However, its market scale and competitiveness need to be improved. Starting with the current market situation, this thesis mainly analyzes the industry, market and prospects of Thai coffee. The self-diagnostic methods (SWOT and Porter’s Five Forces Model Analysis) are used to analyze the strengths, weaknesses, opportunities and threats of Thai coffee market. In addition, the competition status of the coffee industry is studied based on five forces. In light of the national conditions of Thailand, the specific solutions to the weaknesses of Thai coffee market and the methods to develop coffee exporting are proposed based on the coffee industry and the tourism industry – Thailand’s most important industry. The research purposes and practical significance of this paper are, by improving the production and processing technology of Thai coffee, to adjust the industrial structure, develop small businesses, foster the idea of scientific development and expand the international market share of the Thai coffee industry

Keyword: Coffee Industry, Coffee market, SWOT, Five Forces Mode
Title: A Study on the Situation and Development of the Coffee Industry in Thailand
By: WENG CHUQIAN
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Titanan Sun

119. Development Analysis Report of Thai Enterprises under ASEAN Economic Integration Take Exporting Industry as an example

Abstract

With regard to the influence of ASEAN economic integration on enterprises, this paper aims to conduct an in-depth study of the management issues that companies face under economic integration.As a participant in an economic organization, a country’s behavioral and its decision will affect the direction and progress of the company’s development. Therefore, when the country participation in economic organization activities, its performance is based on the understanding of this organization and its strategic choices. Thus, this paper will focus on what opportunities and challenges will Thai companies face under ASEAN integration, combining research on the local market and discuss how business management responds to Macroeconomic environment changes.
ASEAN (Association of Southeast Asian Nations) is the most successful and representative regional international organization among developing countries, Its current member countries already cover almost all Southeast Asian countries. The level of cooperation within has also been continuously enhanced and deepened. It has become an international organization with significant influence in both the region and the world. Since 1990, especially after World War II, regional economic integration has become an important feature of the world’s economic development and has exerted many influences on the world economy. It not only increases the power of political negotiations, but also makes the whole world realize that regional economic integration has benefits for the development of national and regional economies.
This paper analyzes the status quo of the Thai government and uses SWOT analysis to analyze the impact of joining the ASEAN Economic Community on Thai companies. ASEAN is Thailand’s largest export market, and today Asian market is one of the most important markets for Thailand, Retail value has grown to 21.12% of Thailand’s total trade value. Thailand is full of opportunities and challenges in the ASEAN Economic Community. At the same time, this is an economic turning point for Thailand and ASEAN.
In business management, in order to correctly analyze the business strategy of local companies, thereby achieve the highest efficiency in economic integration, Entrepreneurs and managers should understand Thailand’s basic business environment, such as: political, economic, social, cultural environment , and some local industry rules.
This article contains six chapters: The first chapter includes the abstract, background, meaning of research and literature review. The second chapter elaborates the related theories. The third chapter is the management status and management of Thai companies. The fourth chapter analyzes the impact of ASEAN on Thai companies. Chapter V learns from the experiences of European economies and comparing.Chapter VI provides suggestions for companies and managers.

Keywords: ASEAN, Thai enterprises, Business management
Title: Development Analysis Report of Thai Enterprises under ASEAN Economic Integration Take Exporting Industry as an example
By: BAI ZHI KANG
Degree: Master of Business Administration
Major: Business Administration

120. Research on Thai Small-Medium Enterprise Industry Analysis From Asean Economic Integration-Taking Manufacturing as an Example

Abstract

At present, Small and Medium Enterprises (SMEs) have become the most active factor and indispensable part of the national economy and social economy in all countries of the world. It is an important driving force for the sustained development and prosperity of the social economy. The improvement of the level of science and technology, as well as the increasingly detailed social division of labor, the socialization of economic activities, globalization, virtualization, networking, and electronics. It will inevitably bring unprecedented opportunities for the development of SMEs. However, due to the limited size of SMEs, Shortage of funds, financing difficulties, and channel restrictions, it is difficult for SMEs to obtain substantial development. In the face of the monopoly of large companies, SMEs are often struggling to obtain higher profits and long-term sustainable development. There are many difficulties faced in front of us. This paper uses Thai SMEs as research objects, focusing on the development of ASEAN’s SMEs, existing strengths and weaknesses, analyzing the importance of SMEs to the ASEAN economy, and the major obstacles faced by SMEs in Thailand. And then introduce solution. It also analyzes the opportunities and challenges brought by ASEAN economic integration and the Belt and Road Initiative and to proposes corresponding development strategies for SMEs.

Keywords: SMEs, Thailand, Development, Strategy, ASEAN Economies
Title: Research on Thai Small-Medium Enterprise Industry Analysis From Asean Economic Integration-Taking Manufacturing as an Example
By: Wang Qian Yu
Degree: Master of Business Administration
Major: Business Administration

121. Study on Consumer Behaviors And Marketing Strategies in Yunnan Tea Market

Abstract

Tea, as the most extensive drinks in life, loved by the public, tea market has been very active. Tea Since Shennong found its medicinal value since the medicinal, drinking, hospitality to today’s most of the tea products, planting in China’s Yunnan as the center to the surrounding transplant, the development of China’s more than a dozen provinces, the whole The world dozens of countries to grow. According to the 2016 Chinese Academy of Agricultural Sciences data show that: the national tea consumers about 470 million people, of which 260 million urban areas; rural 210 million people. Tea industry and the depth of the integration of the Internet is still lagging behind other industries, the current Internet for a number of simple B2C intermediary platform. Distribution in the tea wholesale market across the country for the traditional way, high-end tea sales in more than tea culture around the experience of teahouses, Chazhuang majority, and the brand tea to buy the main shop, and the face of the consumer name of the consumer The name of the tea wine shop, the main producing areas of tea outlets and other major types of tea shops and other major forms of sales of tea.
Yunnan terrain is high, the air is moist, abundant rainfall, the four seasons such as spring, the soil is rich in organic fertilizer, was weak acid, etc, these are tea growth and development are particularly like the conditions. Menghai County Bada area has a tea tree, 34 meters high, 1.21 meters in diameter, has 1700 years of history, known as the “tea king”. According to information, the world can be used to produce tea varieties of 23 species of 23 genera, which are distributed in Yunnan, there are 15 genera and 260 species. Yunnan tea to color, smell, taste, shape and superb, and rich in protein, amino acids, vitamins, caffeine, aromatic oil and other active ingredients, renowned at home and abroad. Yunnan tea to the latitude 25 degrees line is divided into two kinds, the South for the large leaf species, such as Mengku large leaf tea, Fengqing large leaf tea, green Chunma tea, Yunlongshan large leaf tea , There are Kunming Shili Xiang, Zhaotong moss tea, Yiliang Baohong tea and so on.
At present, the main problems of Yunnan tea enterprises are small and complete, vicious competition, low prices, low quality and so on. The tea industry market competition is the economic strength, marketing ability, talent, technology, management and other aspects of competition. In reality, the market calls for large enterprises with super tea brands, standardized production (cultivation, picking, processing, packaging, etc.), industrial ecological chain complete (tea farmers, processing plants, consumers). The main problems of tea standardization are the backwardness of the concept, the degree of attention is not enough, etc .; in the processing of standardization, there are mainly processing plant, technology, equipment, management and other issues. In this regard, the development of tea processing technology standards, tea processing machinery standards, tea production line standards, tea processing plant standards; strengthen the implementation of tea processing standards and supervision. China tea deep processing industry development overview is in the tea resources extraction, enrichment, separation, purification for tea polyphenols, theaflavins, etc., through functional development, applied research, derived from natural medicine, health food, daily chemicals, etc. Traditional agriculture to modern high-tech industry, modern health industry three superposition.
From the above analysis can be seen, Yunnan tea industry is now facing the industrial transformation, from the production of low-quality tea to high-quality high value-added tea products change, the Chinese tea industry enterprises in this process to achieve their own brand of progress must be in-depth Understand the status of China’s tea industry, and constantly improve their own problems, to develop a complete development plan in order to be in the future tea market invincible.
Key words: Yunnan tea industry, consumer behavior, marketing
Title: Study on Consumer Behaviors And Marketing Strategies in Yunnan Tea Market
By: Gao ZhiYuan
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Li Chiao-Ming

122. Research of the Financial Early Warning Model of Listd Logisitics Enterprises in China

Abstract

Economic globalization has undoubtedly brought many development opportunities and challenges to Chinese mainland enterprises, the risk of enterprise management has also increased, and the market environment has become more and more complex. With the deepening of China’s opening to the outside world and the reform of economic system, especially after China’s entry into the WTO, the competition among enterprises is becoming increasingly fierce, and the phenomenon of enterprises falling into difficulties or even bankruptcy liquidation due to financial crisis is increasing. Therefore, we should guard against the gradual development of the financial system. When the financial system is operating normally, we should track and monitor the financial operation process of enterprises, comprehensively analyze the enterprise financial index data, issue early warning signals in advance, and inform the operator of the potential danger faced by the enterprise, in order to avoid or weaken the degree of damage to the enterprise. The financial crisis is one of the most serious risks in the risk of enterprise management. If we don’t take precautions in time, it will probably lead to bankruptcy. Since 2015, the economic growth of the Chinese mainland has slowed down, the downward pressure on the economy has increased,and economic fluctuations have affected various industries. In this economic environment, how to improve the ability of companies to cope with risks and crises, and to take effective preventive measures in advance is of great significance to domestic companies.
In this study, logistics enterprise listed companies in the year 2006-2017 are selected as the research object. A total of 15 enterprise samples of financial crisis are selected, 35 companies with normal financial status are selected as the control group, and the relevant data in the three years prior to the financial crisis are collected, which is used for empirical analysis. Then the non-financial information is introduced into the model construction, the pure financial index model is constructed and the non-financial information model is introduced, and the prediction accuracy of the two models is compared. This is to study whether the introduction of non-financial information can improve the accuracy of early warning model, and try to provide some new ideas for optimizing the construction of financial crisis early warning model in logistics industry.

Keywords: logistcs enterprises, financial crisis, firancial early warning model, non-financial information

Title: Research of the Financial Early Warning Model of Listd Logisitics Enterprises in China
By: Guo Jun
Degree: Master of Business Administration
Major: Business Administration
Advisor: Asst. Professor Qi-Feng Wei

123. Study on Strategic Transformation of YG Overseas Study Agency

Abstract

Education has always been an important strategic means in national economy, national international status rise, depends on the improvement of national quality, depends on the improvement of national human resources quality, and education is to improve the national quality, improve the national strength the necessary way of human resources. With the continuous development of the economy and the impact of the global storm, the economic level of our country can be improved rapidly. On the one hand, under the background of new era, has become increasingly broad vision of students in our country, the traditional teaching have been unable to meet the students’ thirst for knowledge, so the student study way also increasingly diversification and globalization, the study on the amount of investment proportion is more and more big, in order to realize own ascension and the broad vision, studying abroad has become one of the main way of college students to further their studies in China; On the other hand, the development mode of internationalization and globalization makes the traditional knowledge can not meet the needs of our country’s talents and compels some students to choose the international learning model. Studying abroad has become an important way for them to strengthen their own strength. So the team of studying abroad is growing gradually, and our country has even become the international scale of studying abroad. One of the largest countries. Under this trend, the overseas study agency team has been able to develop and grow. At the same time, there are many problems and defects, and there is a lot of disagreement about the attitude of the institutions. For all kinds of defects and deficiencies, the overseas study institutions should actively adopt the strategic transformation, provide better service for overseas students, and gain a foothold in the fierce market competition.

To alleviate the problems and defects existing in the agents, based on the study in industry development present situation, aiming at the shortcomings of the existing study abroad intermediary company, to explore the development trend of study abroad intermediary industry and to develop new development strategy for the company.At the same time, for study abroad intermediary company, also for the market to explore, master of education products, improvement of service concept, in order to improve the company’s market share to make transformation and breakthrough. Through analysis and research of this paper, to clarify the study abroad intermediary industry overall development trends, to study abroad intermediary industry competition analysis in detail, the author puts forward a new development strategy are engaged in this industry, is of great significance to the development of YG company. From the perspective of strategic management, this paper puts forward a new strategy to YG company goal, through the implementation of the new strategy, achieving the strategic transformation of YG company as a whole, so as to realize the strategy of differentiation and integration of the company.

Through the research, it can be found that YG company has insufficient experience in development, insufficient target country, and insufficient marketing capability. YG’s advantages are mainly service attitude and good customer feedback and strong product development ability. The disadvantages mainly include low brand awareness, lack of diversification of publicity strategies and lack of experience. Through these analysis we can conclude, promote the transformation of YG company needs from the following aspects, need from the original single intermediary to provide more additional service of the whole industry chain, from the assimilation of the original to differentiation. The strategy implementation of YG company needs to start from the aspects of human resource strategy, brand strategy, marketing strategy and financial strategy, so as to ensure the applicability and feasibility of YG’s development strategy.

Key words: Overseas study intermediary; Strategic transformation; Integration of services; Differentiation

Title: Study on Strategic Transformation of YG Overseas Study Agency
By: Wei Chen
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Titanan Sun

124. An Analysis of Fin-Tech Applied to China’s Financial Industry Author Zhang Lan

Abstract

In recent years, the concept of “Fintcch” has rapidly emerged on a global scale. In practice, the specific meaning of “Fintech” is different under different backgrounds, and it is also related to and distinct from the concept of “internet finance”. Overall, in China, Fintech has been applied to a number of financial areas, including payment and settlement, deposits and loans, capital raising, and investment management, and the most notable aspect is third-party payment which makes full use of modem QR code scanning technology and biometrics technology. The development and innovation of these financial sectors cannot be separated from the support of cloud computing, big data, block-chain and artificial intelligence technologies. Among them, distributed accounts (including block-chains) are considered to be the most promising technologies and most likely to have a significant impact on existing financial business models. From the perspective of the development history of the financial industry, although the application and popularization of new
the banking business model, financial legally relations, and the regulatory system, nor has it had a major impact on the stability of the financial system. It remains to be seen whether this financial technology will fundamentally change the existing business model and regulatory framework. Financial technology has a positive effect, also exists potential risks and regulatory challenges. The application of Fintech in the financial sector is a normal phenomenon in the revolution of the financial industry. Financial institutions and Fintech enterprises should actively apply new technologies to the transformation of the financial business.

Keywords: Fintech; 3rd party payment; cloud computing; big data; block-chain; AI.

Title: An Analysis of Fin-Tech Applied to China’s Financial Industry
Author: ZHANG LAN
Degree: Master of Business Administration
Major: International Business Management
Advisor: Associate Professor Dr. Jomphong Mongkhonvanit

125. Analysis and Research on the Affecting Factors of Trade Between China and Thailand

Abstract

Today, the world has undergone tremendous changes and developments in technology and business. There are many important events. After these changes, great changes have taken place in the world today, especially in the economic field. Because of China’s open policy, businessmen from other countries can freely trade and invest in China. That could expand their presence in China, boosting trade and investment growth. When China became a member of the world trade organization(WTO) in 2001, the turning point began. After joining the WTO, it benefits from the world economy. China started free trade and opened up agriculture, industry and services. In addition, China has opened up its domestic economy to encourage other countries’ economic development. Thailand and China have been trading for more than 100 years, with millions of dollars flowing in and out. Not only do they exchange products, they exchange cultures, and these two trading partners are more likely to become family members. Today, the development of technology and commerce is amazing. However, trade between Thailand and China continues, and every year there is a trend of rising and expanding, which raises questions about bilateral trade. So the study wants to explore the factors behind the deal. Previous research has found a variety of factors that influence trade. Most of the papers are economic, some are non-economic. This paper starts with trade agreement, exchange rate and tax rate, and studies the economic factors that affect bilateral trade.

Keywords: Trade, Trade agreements, Tax rates, Exchange rates

Title: Analysis and Research on the Affecting Factors of Trade Between China and Thailand
Author: Liang Ying
Degree: Master of Business Administration
Major: International Business Management
Advisor: Associate Professor Wei Qifeng

126. RESEARCH ON HUMAN RESOURCE MANAGEMENT OPTIMIZATION OFCOMPANY A BASED ON MOBILE INTERNET

Abstract

In the era of mobile Internet, industrial structure has been subverted by technology and innovation, and promote the continuous development of the industry. New technology such as mobile technology, the Internet, big data, artificial intelligence is about to change the world, especially for the financial industry, the Internet has brought a revolutionary challenges and opportunities.

As the Internet financial enterprise, A company needs to be stable through compliance and develop smoothly. In the context of mobile Internet, first, A company needs to raise the management ability and operation ability, in order to meet the need of the Internet financial. Human resource management is an important and key content of enterprise management, combining with the mobile Internet background, present situation and the characteristics of the management in A company, this paper studies the optimization of human resources management. It has practical value for the development of A company, improve the effect of human resource management, and innovate talent managemento.

First of all, this paper analyzes the basic characteristics and problems of human resource management of A company. Then, based on human resources development of the mobile Internet has penetrated into every link of human resources management A company, with questionnaire survey, we analyzed the effect of Mobile internet in human resource management in A company. According to the analysis results, this paper follow the following principles: people-oriented, subjective dynamic, comprehensive recognition incentive. A company human resource management optimization scheme is designed. Including the organizational structure optimization, recruitment, training, process optimization, part of the work process optimization, etc. Finally, the guarantee measures are put forward from three aspects: system, technology and staff.

The research conclusions are as follows: The effects of mobile Internet to human resource management is not revolutionary, but still is undeniable. To optimize the structure of enterprise management, at the same time, A company should pay attention to mobile interconnected to the effects of recruitment, training. And according to the characteristics of the mobile Internet, constantly optimize the human resource management method of A company. Provide enterprise with the excellent talents, promote the enterprise development smoothly.

Keywords: Mobile Internet; Human Resources Optimization; Mobile Training; Mobile Office Automatic.
Title: RESEARCH ON HUMAN RESOURCE MANAGEMENT OPTIMIZATION OF COMPANY A BASED ON MOBILE INTERNET
Author: Zijian Liang
Degree: Master of Business Administration
Major: International Business Management
Advisor: Asso.prof. Dr. Jomphong Mongkhonvanit

127. A study of marketing strategy of Huawei company in Thailand

Abstract

Huawei started to enter the Thailand market in 1999 and after two year’s marketing survey, the branch company in Bangkok was established in 2001. The ultimate goal of Huawei, Thailand branch is to offer “high quality products with low prices and considerate services”. Concentrated on customers and the market, it has gained certain brand awareness in the telecommunication field in Thailand and set an extraordinary example as an overseas high-tech brand for the Chinese telecommunication suppliers. During the establishment period, huge supports and assistance were received from the Thai government as well as the public and the long-term cooperation was built with mainstream mobile service providers, telecommunication operators and industry partners.

The development process and the sales performance of major products were reviewed at the beginning of this paper; Huawei’s successful entrance into the foreign market was discussed later by analyzing the overseas business development on major markets, overseas marketing strategy, customer service strategy, objectives and positioning strategy and brand strategy.

Based on the case of Huawei, this paper put forward the existing problems in international marketing strategies, target markets and market positioning considering the Thailand domestic marketing environment as well as the global marketing environment. This study also suggested new marketing strategies which suit the company’s product strategy, pricing strategy, channel strategy and promotion strategy under the guidance of theories of marketing. The conclusion part provides recommend for implementing marketing strategies and provided guidance in promoting Huawei’s development on the international market.

Key Words: Huawei, Marketing strategy, Thailand market

Title: A study of marketing strategy of Huawei company in Thailand
By: Chang Shuhua
Degree: Master of Business Administration
Major: Business Administration
Advisor: Assistant Professor Ching-Fang chi

128. Research on the Corresponding Relationship between Debt Financing and Corporate Performance in Listed Companies - Taking Hainan Airlines as an Example

Abstract

Listed companies to raise funds to meet the development of the company is a key link of the company’s operation,also the focus of research of corporate finance. Listed companies usually to raise funds in equity financing and debt financing. Different financing modes have different effects on the performance of the company, the same financing proportion of different level will have different effects on corporate performance,too. With the China’s capital market continue to improve and the development of marketization of interest rate, listed companies will decreasing the ratio of equity financing, gradually increasing the share of debt financing, part of the listed company has formed a high debt ratio. Debt financing will likely become the main way of financing, but the debt financing structure of listing Corporation has many problems and shortcomings,which affect the company’s performance. Therefore, it has realistic significance to research on the relationship between debt financing structure and corporate performance of listing Corporation. In this paper, the relationship between debt financing structure and corporate performance of listed companies as the research subject, the Hainan Airlines as the research object, by the case analysis mode to research the relationship between Hainan aviation debt financing and corporate performance.The overall debt ratio and debt maturity structure match of Hainan airline has something reasonable, and the debt is a single source of features, it has some similarities with majority of listed companies, so Hainan Airlines as the object of study is typical.
In this paper, the review of the related literature and western economics classical capital structure theory as the foundation, which as the research provides reference method and theoretical basis. Reference to related research, the Hainan Airlines debt financial capital structure is divided into: overall debt structure, debt maturity structure and debt source structure. Through comparative method, the Hainan Airlines debt status and performance status respectively compare with three major airlines,and the situation can be summarized as: overall debt ratio is high;debt maturity structure dominated by short-term debt;about the debt source structure,the bank loans is the main sources of debt financing; performance levels in the higher level compare with three major aviation. Next, Hainan aviation debt financing structure and corporate performance empirical research, three econometric model is designed on the basis of overall debt structure, debt maturity structure and debt source structure, the regression results such a conclusion: 1 the asset liability ratio of Hainan Airlines and firm performance significantly negatively correlated; 2 the short debt ratio of Hainan Airlines and corporate performance is negatively correlated,the long-term debt ratio and corporate performance is not slightly negative correlation; 3 the bank loan ratio of Hainan Airlines and the company performance significant negative correlation,the commercial credit ratio and the company performance is slightly negative correlation. Finally, take the current situation of Hainan Airlines as the basis, and combined with the related theory, analyzes the reasons about debt financing and corporate performance empirical results of Hainan Airlines , pointed out the existence of Hainan Airlines debt financing problems and something unreasonable, and put forward relevant suggestions for improvement, hoping to achieve the optimization of the debt financing structure of Hainan Airlines,and then improve the Hainan Airlines Company performance.

Keywords: Listing Corporation; Debt Financing; Corporate Performance; Hainan Airlines
Title: Research on the Corresponding Relationship between Debt Financing and Corporate Performance in Listed Companies – Taking Hainan Airlines as an Example
By: JIANG YIDE
Degree: Master Of Business Administration
Major: Business Administration
Advisor: Assistant Professor Wei QiFeng

129. Study on Pension Industry from Perspective of Global Economy - A Case of Pingdingshan, Henan

Abstract

With the rapid development of global economic activities and the rapid development of commodity production and exchange, service industry has become another industry after business. With the large number of elderly population and fast aging, our country’s task of coping with the aging of the population is becoming heavier. How to develop the service system for the aged is the top priority for the development of the pension industry in China.The service system for the aged of Pingdingshan city of Henan, responding to the national call, has greatly developed on home -based, community -based, institution-supporting and medical -supporting system . However, with the rapid growth of the number of elderly population, the number of the beds of pension institutions is obviously difficult to meet the needs of the elderly. Therefore, this article takes Pingdingshan city as a case to study.
This paper firstly summarizes the background and significance of the research, clarifies the research status at home and abroad, and defines the contents and methods of the study. Secondly, it studies the connotation of the concept of global economy and pension industry, with the theory of demand hierarchy and market segmentation theory the basis of this study. The paper also collects the relevant data of Pingdingshan City, based on the global economic perspective, taking the old-age estate as an example to analyze the status of the development of the pension industry in Pingdingshan. Meanwhile, it also investigates the marketing situation and the demand for the old age of the WH real estate. With the findings that the WH real estate can meet the needs of the consumers well, the certain marketing mode proves its feasibility. Thirdly, the paper finds out the existing problems, including relative scarceness of institutional financing, equipment and facilities construction, products and services, as well as pension professionals. Finally, from the perspective of the global economy, the paper puts forward the countermeasures and suggestions for the development of the pension industry in Pingdingshan by expanding the financing channels, doing well in “combining medical care”, enriching the old-age products and services, and strengthening the construction of professional talents for the aged.

Keywords: Pingdingshan City,Global Economy, Pension Industry

Title: Study on Pension Industry from Perspective of Global Economy – A Case of Pingdingshan, Henan
By: Zhang Nana
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Li Chiao-Ming

130. The Strategic of LongDaLi Co. Ltd

Abstract

Since the accession to WTO and the opening of China’s rapid growth of economy, the giant international corporations has been entering and seizing the Chinese market one after another in the form of sole investment and joint venture. The large domestic corporations of pharmaceutical intermediates also accelerated the integration of small and medium-sized enterprises, which directly resulted that the domestic market of pharmaceutical intermediates was becoming intenser and intenser. The biggest problem of intermediate corporations is how to meet challenges and how to make full use of their own advantages to expand the market. Therefore, formulating suitable strategy is the inevitable choice for the domestic corporations of pharmaceutical intermediates according to the development of internal and external environment and the capacity of resources.
This paper took the Shandong LongDaLi Co. Ltd (abbreviated as LDL) as the object and used the strategic management theory and tools to study the development strategy of LDL. Firstly, we used PEST Macro-environment and Baud’s Five Solid Model Analysis approach to study LDL’s external environment and to specify the opportunities and threats brought by its external environment. Secondly, we identified the advantages and disadvantages of LDL’s internal environment through analyzing its ability of production , research, market, manpower and finance. Thirdly, this paper established the SWOT Matrix of opportunities and threats from external environment, and advantages and disadvantages from internal environment with the theory of SWOT, and analyzed business with the Boston Matrix. Finally, we obtained the reasonable development strategy for LDL which was to use the differentiated competitive strategy and international competitive strategy on the basis of the total cost-preferment.
The results of this thesis not only served for the application of LDL, but also provided the important reference for the most Chinese intermediate corporations to make development strategy.

Keywords: LDL, Pharmaceutical Intermediates, Strategic Management, SWOT
Title: The Strategic of LongDaLi Co. Ltd
By: Li Dongliang
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Li Chiao-Ming

131. Research on development strategies of small and microcross border e-commerce enterprises

Abstract

As a new type of industry, cross-border e-commerce invites many small and micro enterprises to participate in it, and forms its common characteristics. It is different from the traditional foreign trade enterprises. It has put forward new requirements on China’s cross-border logistics, cross-border transaction, customs inspection and talent training. Under such circumstances, it is of great theoretical and practical significance to discuss how to support the development of small and micro cross-border e-commerce enterprises from these aspects.
This article is discussed from six chapters. The first chapter is the introduction, which introduces the background and the meaning of the topic, the contents and methods, the thinking and the possible innovation and lack, and briefly discusses the related research results at home and abroad. The second chapter is the related concepts and theories of small and micro cross-border e-commerce enterprises. Combining the concept of cross-border e-commerce and the concept of small and micro enterprises in our country, the significance of small and micro cross-border e-commerce enterprises is first defined, the necessary conditions for the formation and development of cross-border e-commerce enterprises are put forward, and the small and micro cross-border e-commerce enterprises in China are summarized. The third chapter introduces the current situation and trend of small and micro cross-border e-commerce enterprises in China, discusses the problems encountered in the operation of small and micro cross-border e-commerce enterprises in China, and analyzes the causes of these problems. The fourth chapter takes Xiang business limited company as a small and micro cross-border e-commerce enterprise in China. The representative of the industry analyzed the existing problems of the enterprise, and combined with the solution of the fifth chapter, gave relevant proposals. The sixth chapter is the conclusion and prospect, summarizes the problems and ideas of small and micro cross-border e-commerce enterprises in China, and looks forward to the future development of small and micro cross-border e-commerce enterprises in China.

Keywords: Research on Countermeasures, Operation mode, Cross-border E-commerce

Title: Research on development strategies of small and microcross border e-commerce enterprises
BY: Liu Kai
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Kuang Jinrong

132. Research on development strategies of small and microcross border e-commerce enterprises

Abstract

Nowadays, a better understanding of the customer is essential for the success of beating one’s business competitors. As for the tourism industry, tourist behavior changes day by day, even with regard to small details, thus it is necessary to stay updated on tourist purposes and behavior. It is worth investigating who the “second wave of Chinese tourists” are. This study is conducted in order to increase the understanding about “The Study of Service Quality and Chinese Tourists’ Satisfaction towards Travel Platform in Thailand” and to contribute to the enhancement of the service to them by Thai tourism operators.
The main objective of the study was to establish service quality standard and Chinese tourists’ satisfaction towards travel platform in Thailand. Based on the problems identified in the background of the problem outlined above, then the problem can be formulated in this study.
The Pearson’s correlation analysis revealed in chapter four that Chinese tourists who visited China town, Yaowarat road in Bangkok. Desceriptive statistics has shown as chapter four total sample size of 285 population, out of them Tangibles service quality for tourism were 2.7053 (x) and 1.12469 (SD), Reliability service quality for tourism were 1.6632 (x) and .47346 (SD), Assurance service quality for tourism were 2.4807 (x) and .92528 (SD), respondents perceptively.
Therefore, the correlations of Tangibles service quality for tourism, Reliability service quality for tourism and Assurance service quality dealing with service quality and Chineses tourists’ satisfaction in Thailand, descriptive statistic of Chinese tourists to analyze of average Mean and Standard Deviation describes their opinions have described that the Pearson’s correlation analysis revealed that Chinese tourist who visited at China town, Yaowarat Road in Bangkok concerning with their opinion to Tangibles Service quality for tourism (r = 1, p <.000), Reliability Service quality for tourism (r =.091 p <.000), Assurance Service quality (r = .265, p <.000), were positively relationship with service quality and Chineses tourists’ satisfaction in Bangkok at the statistical significance level of 0.01. It means service quality and Chineses tourists’ satisfaction in Bangkok are relationship with each other according to SPSS calculation in this research.
According to one-sample Test, the results of satisfaction tourists were most relationship with Tangibles service quality, Reliability service quality and Assurance service quality t= 40.165, P.000 which means there is relationship between Tangibles service quality, Reliability service quality and Assurance service quality and tourists’ satisfaction of travel platform dealing with Chinese tourists who visited at China town, Yaowarat road in Bangkok. It was positively relationship with service quality and tourists’ satisfaction of travel platform at the statistical significance level of 0.05. It means service quality and Chinese tourists’ satisfaction of travel platform in Thailand are relationship with each other according to SPSS calculation in this research.

The findings therefore was used by the Tangibles service quality for tourism, Reliability service quality for tourism and Assurance service quality dealing with service quality and Chineses tourists’ satisfaction of Thai tourism industry to develop potential management and marketing strategies. Each method has great potential as a periodic monitoring device for detecting any shifts in tourist satisfaction, and can be effectively used to point out the travel platform’s strengths and weaknesses.

Keywords: Service quality, Tourist satisfaction, Chinese, Chinatown, Bangkok

Title : The Study of Service Quality and Chinese Tourists Satisfaction towards Travel Platform in Thailand
Researcher : Wenying Chen
Degree : Master of Business Administration (International Program)
Major : Marketing Management
Advisor : Dr. Jomphong Mongkhonvanit

133. Research on the “inclusive” culture construction of multinational corporations: a case study of BC corporation.

Abstract

With the development of the “multicultural transnational operation,” transnational corporations will be confronted with increasingly strange cultural surroundings. As an objective phenomenon and process of existence and change, multicultural coexistence is the necessary stage and inevitable trend of the development of multinational enterprises in the process of globalization. Different cultural backgrounds and differences in the values, behaviors and codes of conduct that they follow have caused different degrees of cultural friction and cultural shock in enterprises. It is necessary to establish harmonious interpersonal relationships and a harmonious working atmosphere in order to balance the relationships between various cultural subjects in an enterprise. Enterprises to develop transnational, in addition to enter the country must understand the market and its operation rules, and it must also understand the social culture, interpersonal rules, enterprise management mode and its underlying cultural factors, etc. This inevitably leads to the implementation of the strategy of multinational companies in relation to global problems. Based multinational company BC is put forward for the construction of multinational enterprises’ “inclusive” culture, hope in the complex environment of syncretic nationality, and to find a way to promote the cultural construction of cultural fusion.
Keywords: Multinational Corporations; Cultural Construction; Cultural Integration
Title: Research on the “inclusive” culture construction of multinational corporations: a case study of BC corporation.
By: Li Qianya
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Li Chiao-Ming

134. Research on cross-cultural conflict management of multinational enterprises: a case study of x company

Abstract

With the globalization of the economy, joint ventures continue to grow globally. Because business people are from different cultural backgrounds, they often have different attitudes toward some of the fundamental issues of business operations, for example business objectives, market choices, management methods, style of doing things, operating arrangements, etc. They bring buried crises to the management of enterprises. Cross-cultural conflict is a reaction that comes from the different culture clashes in international management. Whether in daily management, major business decisions or at the beginning of transnational mergers and acquisitions, there are often discordant factors, conflicts and sparks. These factors often cause multinationals to face setbacks and even failures in the practice of the business. Due to the global economy and diversified operation of transnational enterprises, intercultural conflicts frequently occur in international enterprises. Cross-cultural conflict has become the core issue that cannot be avoided in the transnational corporation management process. In face of the venture of cross-cultural shock, it is helpful for transnational enterprises to promote in-depth cross-cultural management if they do some analysis about the formation’s social background and factors. It is important for transnational enterprises to absorb advanced corporate culture and improve the core competitiveness of enterprises. Using the example of the branch of Bangladesh multinational X company in China, this text will study the reason for cultural conflicts in transnational enterprises and find the best way to resolve these conflicts.
Keywords: Culture; Conflict Management; Risk Management

Title: Research on cross-cultural conflict management of multinational enterprises: a case study of x company
By: Qian xi
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Li Chiao-Ming

132. The Study of Financial Management To Stimulate The Nigerian Economy.

Abstract

This research paper focuses on how to stimulate the Nigerian economy which entered into recession by the last quarter of the year 2016. The paper tries to explore the likely factors which led to the recession and also tries to recommend some potential rescue packages for the ailing economy. Nigeria which is in West African boarding Cameroon, Niger, Chad, Benin Republic is said to be Africa’s largest economy, the biggest market in the whole continent of Africa. But it has been hit hard by economic recession causing increasing job layoffs and rising unemployment, economic hardship and suffering on the majority its population. This recession has also caused the Nigerian local currency {naira} exchange rates against major global currencies especially the United States Dollars to depreciate so badly that within a space of 8 months exchanged rate to the USD has depreciated from N200/1USD to N450/1USD. It even hit N516/1USD at some point in January of 2017. Nigeria is the biggest market in Africa and it’s the most populous nation in Africa but has an endemic corruption problem which many believe is the major cause of the current recession among other factors. Also unabating corruption is fingered as the prime reason behind the country’s under-development or sluggish development. It is generally believed that previous governments at all levels were heavily corrupt, and looted over USD400 billion since independence from Britain in 1960. The present government of President Muhammadu Buhari was elected in 2015 general election on the ground that he would fight corruption to a standstill as he vowed during his election campaign days. Many believe that the best and most effective rescue to the present Nigeria economic issue will be an effective and genuine fight against this economic virus called corruption. But this fight alone will not bring back the quick recovery urgently needed economically, so other aggressive policies by the government especially the central bank on the monetary policy should be started while the genuine total war against corruption should be ongoing or being waged.
This study therefore focuses on finding out what went wrong that the economy of the largest oil producing nation in Africa got into recession, that the nation got financially broke suddenly, where went all the huge revenues generated from oil sales when oil was trading at all-time highs of over USD100 in the international market; and what can be done to pull the economy out of recession. Also could it be that the financial managers of the nation’s wealth have made wrong management decisions, or are there deliberate mismanagement of the nation’s finances or are the national financial and economic managers and policy-makers incapable of managing the financial affairs of the nation…that such a rich nation suddenly fell into recession? If so, what are the possible ways out, or how can the economy be stimulated and put on the path of growth again? This is why the title of this research paper was captioned “The Study of Financial Management to Stimulate the Nigeria Economy”.
The researcher did a research study on the above issue by using a research methodology of quantitative research method by survey using questionnaires. The research questions were put to members of staff of all the departments of the Nigeria ministry of finance. First section of the questionnaire contains general questions while second and last section of the questionnaire contains questions about the likely causes, and recommendations of possible solutions respectively to the Nigerian’s bad economic state. The respondents to the questionnaire pointed out among other things that the economy is in trouble, that corruption is the major cause of the economic recession, and that management experts in the fields of finance and economy should be brought on-board to take over the running of the nation’s economic and financial affairs; and or that the current financial managers and decision makers of the nation’s wealth and related resources should be given proper and serious financial management trainings which they will practically applied to the effective and efficient management of the Nigerian economy.
The results of the questionnaire showed that there is a positive and significant relationship between the study/application of financial management knowledge and the role it plays in stimulating a failing economy like that of Nigeria. The questionnaire was analyzed using statistical mean method to determine the positivity and negativity of the sampled research population. Conclusions and recommendations were also drawn to how the study of financial management and the application of the knowledge can help stimulate the Nigerian economy and thus pull it out of recession, and even position it on the path for long term growth.

Keyword: Nigerian econom, Financial

Research Title: The Study of Financial Management To Stimulate The Nigerian Economy.
RESEARCHER: Godwin Okechukwu Ikwundu
DEGREE: Master of Business Administration (Mba).
MAJOR: Financial and Banking Management.
ADVISOR: Dr. Teerachote Phongtaveewut

133. Customer Satisfaction Analysis of International Economy Hotel Service Quality Study of Super 8 Hotel in Thailand

Abstract

As a key tourist city in the world, Thailand has abundant tourism resources and convenient transportation. In recent years, with the booming and increasingly fierce competition, how to improve the service quality of budget hotels and how to improve customer satisfaction was the key.

This paper discusses the service quality and customer satisfaction analysis of Super 8 hotels by Chinese customers through empirical research. Ibis in Thailand’s satisfaction analysis, combined with local customs, find out the satisfaction of consumers’ demand, hope to enter The industry authorities and hotel managers of the Super 8 Hotel in Thailand provide decision-making reference.

This thesis analyzes the research status of economic hotels firstly, the relevant theories and contents of customer satisfaction, which lays a theoretical foundation for the follow-up study and build the establishment of the evaluation system. In summing up the basics on the trust by the users of the hotel customer satisfaction analysis method by the relevant scholars, literature review has been done on service quality and budget. Based on perceived service model, the service quality evaluation model has been established in the paper after considering the industrial characteristics of budget hotel, deep interview and questionnaire survey have been used to get the data. Reliability and validity analysis.

The results show that five factors of service quality of budget hotels, such as the tangibility, the commitment, the ability to meet their commitments, the promptness and consideration, have significant effects on the customer satisfaction. And among them, tangibility has the biggest influences on the service quality of budget hotels. Therefore, according to the research made above and real situation of Economic Hotels in Thailand, this paper attempts to provide some specific advice to the Super 8 Hotel to improve the products and services of its hotels and the satisfaction of customers. Satisfaction by focusing on the facilities of hotels, the quality of services, the location of hotels and relation marketing.

Keywords: International Economy Hotel,Service Quality,Satisfaction Analysis,Super 8 Hotel Thailand

Title: Customer Satisfaction Analysis of International Economy Hotel Service Quality Study of Super 8 Hotel in Thailand
Author: Dicuan Tao
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Wei Qifeng

134. Analysis of Factors Affecting Mobile Payment Behavior : A Case Study of China Market

Abstract

With the rapid development of electronic commerce and Internet finance, the era of electronic commerce has quietly entered our lives. The popularity of the Internet and smartphones has greatly promoted the booming of electronic commerce. Mobile payments derived from smartphones make online transactions easier, more time-saving and more efficient. Mobile payment became and the popular among consumers. The existing payment methods have change in decelopment, which brings great convenience to people’s lives. At the same time, the impact of mobile payment, the opinions of consumers on mobile payment and the defects of mobile payment have become to influence to electronic commerce. Through a questionnaire survey of young and middle-aged students and office workers, this paper makes a statistical analysis of the factors affecting the behavior of mobile payment from four aspects, such as personal, security, mobile equipment APP, society and so on, and studies the influencing factors of mobile payment behavior.
Analysis results show: User mobile payment behavior is related to gender and occupation, and has nothing to do with income. The security of mobile payment is the most worrying factor for users. The ease and usefulness of mobile device APP will also affect users’ attitude towards mobile payment. Students or colleagues and media publicity have some influence on mobile payment behavior of users.

Keywords: Mobile payment, Influential factors, Statistical analysis

Title: Analysis of Factors Affecting Mobile Payment Behavior : A Case Study of China Market
Author: Zhang Longyi
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Kuang Jinrong

135. The Problems and Countermeasures in the Existence of SME in ASEAN

Abstract

The research objective of this paper was to study the problems and countermeasures in the existence of SME in ASEAN. The major obstacles currently faced by SME in ASEAN countries were shortage of funds, small market share and lack of skilled and skilled personnel. The significance of this paper was to promote the development of small and medium-sized enterprises in ASEAN countries, and to provide reference for how China can better develop small and medium-sized enterprises. The research methods were literature research and case analysis. Finally, based on the results of the analysis, combined with the actual content of the “One Belt, One Road” strategy, give considerations and suggestions on the trade between SME in China and ASEAN countries.

Keyword: ASEAN Countries, SME, Obstacles, Preventive Solution
Title: The Problems and Countermeasures in the Existence of SME in ASEAN.
By: Cen Xinjie
Degree: Business Administration
Adviser: Doctor Chai Thanichanun

136. RESEARCH ON DEVELOPMENT STRATEGY OF WUXI RURAL COMMERCIAL BANK

Abstract

The rural commercial bank of our country was born in the special historical period; it is the special product of the rural financial system reform in our country. With its simple and efficient business and decision-making process, the rural financial institution has comprehensive network coverage in rural areas. Close to customers, rooted in the vast rural areas of China, actively participate in the construction of new rural areas with socialist characteristics, become the main force of financial support for rural construction. With the publication of the first document of the Central Committee in 2017, the policy and measures put forward for the outstanding problems of agricultural rural reform and development in China are also pointed out by the rural financial institutions. Understand the key directions of business development in 2017.

Based on the theory of enterprise strategic management, this paper studies the development strategy of Wuxi agricultural firm. This paper mainly through the rational use of PEST analysis method, Porter five force model and SWOT analysis to Wuxi agricultural firm in-depth study, through the development of the current stage of the development of Wuxi agricultural commercial bank, the internal environment, the external environment, Based on the overall analysis of the competitive environment of the industry, the strategic orientation and development ideas of Wuxi Agricultural and Commercial Bank are further put forward, and the corresponding implementation strategies are put forward for how to carry out the development strategy steadily. On the one hand, it is expected to play a certain role in the steady development of Wuxi agribusiness in the future.

In this paper the propose is expected to play a certain practical significance in the future steady development of Wuxi agribusiness, and on the other hand, it is expected to play a certain practical significance. It will also play a certain reference role in the strategic research of the similar small and medium-sized rural financial institutions.

Keywords: Wuxi; Rural commercial bank; Development; Strategic management

Title: RESEARCH ON DEVELOPMENT STRATEGY OF WUXI RURAL COMMERCIAL BANK
By: Aining Wang
Degree: Master of Business Administration
Major: Business Administration
Advisor: Dr.Titanan Sun)

137. Research on Application of Six Sigma Management in Project Management

Abstract

Now, it’s a time in a customer-centric and big data era, many companies need to meet the needs of their customers while also managing the quantitative management of customers and products and services for the long-term development of the company. This is crucial for most businesses. The Six Sigma management that developed from the 1990s is precisely such a way to determine the company’s strategic goals and product development design with the customer as the main body, and pursue the management method of continuous improvement. The Six Sigma management is a statistical assessment method. The core is to pursue zero-defect production, prevent product liability risks, reduce costs, increase productivity and market share, and increase customer satisfaction and loyalty. Six Sigma management tools and procedures for process improvement and is one of the strategies for business management. It was originally founded by Motorola in 1986. Later, due to the promotion of Jack Welch, the eighth CEO of General Electric, Six Sigma became the core management thinking of General Electric in 1995 and is widely used in many industries today.

Nowadays, we will find that the development of a company is inseparable from the composition of large and small projects. The project is a temporary effort by the organization to use pre-determined resources for a predetermined period of time to produce a unique, pre-definable product, service or result. Project management, which
is the project manager, uses the system’s viewpoints, methods, and theories under limited resource constraints to effectively manage all the work involved in the project. That is, planning, organizing, directing, coordinating, controlling and evaluating from the project’s investment decision-making to the completion of the project to achieve the project’s goals. In order to make the Project management smoothly and perfectly performed, it is particularly important to use correct and appropriate methods and theories therein. Among them, the application of Six Sigma management method in project management is a meaningful and guiding reference. In the actual development, many scholars have studied and discussed many of them. At the same time, many companies have applied Six Sigma management methods in the management of certain projects, such as Lenovo Group, which is also the first implementation of Six Sigma in China.

This paper tries to base on the grounded theory and case analysis, and through the collation and analysis of a large amount of data, to further study the application and significance of Six Sigma management in project management. This paper is divided into five chapters. The chapter 1 is an introduction. It mainly elaborates the research background, purpose, method and significance. The chapter 2 is a literature review. It mainly describes the content, core and theory of Six Sigma management, etc., as well as related to process and content of Project management. The chapter 3 is the research method. Through the analysis of a large number of documents and data, the contents, processes, and differences between Six Sigma management and project management are analyzed and studied. The feasibility and difficulties of the combination of the two are further studied. The chapter 4 is a case study. Through the application of Lenovo Group Six Sigma management in project management, the key factors and significance of the process are analyzed。The chapter 5 is conclusions and discussion suggestions. There are some suggestions about how to more effectively combine the two to make analysis and recommendations in the future.

Key words: Six Sigma Management, DMAIC, Project Management

Title: Research on Application of Six Sigma Management in Project Management
By: XIJUN CAI
Degree: Master of Business Administration
Major: Business Administration
Advisor: Doctor Chai Thanichanun

138. An Analysis of the Development of Personal Finance Business of Minsheng Bank

Abstract

Since the reform and opening up, China’s economy has gradually entered a stage of rapid development, and disposable income of households and individuals has continued to increase. Demand for wealth management products and services has also increased. As far as commercial banks are concerned, the continuous development of China’s financial reform and the continuous advancement of interest rate liberalization have greatly reduced the profitability of traditional bank deposit and loan businesses. Personal wealth management services have become a new profit growth point for commercial banks and have gradually become the development of commercial banks. Key business. As an intermediary business with low risks and costs, personal wealth management services can attract high-quality customers by providing higher yields than savings of the same period, increase customer loyalty, bring more funds to commercial banks, and can also increase The income and profits of commercial banks have driven the overall development of commercial banks. While domestic commercial banks compete to develop personal wealth management services, the expansion of China’s financial liberalization has also attracted foreign banks to join the personal finance market. In recent years, under the background of the development of Internet finance, commercial banks’ personal wealth management services are facing tremendous pressure and challenges. Therefore, commercial banks urgently need to strengthen and improve personal wealth management services and take effective measures to address the development of personal financial services. The existing problems, in turn, have a place in the fierce market competition. This paper takes China Minsheng Bank as the research object, and makes a systematic analysis and discussion on the problems existing in the development of personal wealth management services and the countermeasures that should be taken.
This article consists of five chapters. The first chapter is the introduction. It gives a brief introduction to the topic background, research significance, research methods, etc., and combs the research status at home and abroad. The second chapter is an overview of Minsheng Bank’s personal wealth management business, discusses the meaning of personal wealth management business and the importance of developing wealth management business, and analyzes the development status of domestic banks and Minsheng Bank’s personal wealth management business. Since the People’s Bank of China launched a personal wealth management business, it has maintained a rapid growth trend. The type and quantity of wealth management products have begun to take shape, and they have taken a leading position in domestic commercial banks. However, there are bottlenecks in the development of Minsheng Bank. The third chapter mainly analyzes the problems existing in Minsheng Bank’s personal wealth management business: the product structure is irrational, the customer stratification is not enough; the overall quality of employees is not high, the construction of financial management team is lagging behind; the risk management level is low, and the internal control system is not perfect. The external competition is fierce and the overall lack of competitiveness. The fourth chapter puts forward countermeasures and suggestions for the development of Minsheng Bank’s personal wealth management business: strengthen product innovation, implement differentiated customer management, increase brand competitiveness, pay attention to the training of wealth management professionals and management personnel, reduce talent loss, and improve internal risk control system. , improve investors’ ability to identify risks. The fifth chapter is a summary of the full text. This article believes that Minsheng Bank needs to make substantial progress and development in its personal wealth management business. It also needs to make unremitting efforts in various aspects and continuously enhance its market competitiveness.

Keywords: Minsheng Bank; Personal Finance Business; Development Strategy

Title: An Analysis of the Development of Personal Finance Business of Minsheng Bank
By: ZHANG HAOWEI
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Wei Qifeng

139. Mixed Mergers and Acquisition research on the influence of the wealth of shareholders of listed companies:In Chinatex investment acquired Essence securities case

Abstract

Mergers and acquisitions from the end of the 19th century has been developed more than 110 years of history. There have been six times in the history of wave of mergers and acquisitions, it is in the wave of mergers and acquisitions in the , world famous companies such as American iron and Steel group、General motors. Mixed Mergers and Acquisition effect has been a hot issue in the field of corporate finance, is also a lot of differences in academia. Capital market in China has developed rapidly in recent years, especially the stock market through continuous expansion and related financial products innovation has become an important force in the world financial market. Along with our country’s capital market development and improvement of mixed Mergers and Acquisition events will be more and more frequent. However, our country has only 30 years of reform and opening-up, the economy is still in transition. The mixed mergers and acquisitions of listed companies in the development of time is relatively short, serious lack of practical experience and theoretical support. We analysis from domestic typical mixed mergers and acquisition cases of mixed mergers and acquisition impact on the wealth of shareholders of listed companies, has the strong theory meaning and realistic meaning. Results of this study also help of listed companies to set up a clear purpose, choose the appropriate targets, the reasonable arrangement of mergers and acquisition integration work, as far as possible, reduce errors in the process of mergers and acquisition decision-making and implementation, ultimately to achieve the optimal allocation of resources.

In 2014, A stock market China Texile investment acquired Essence securities mergers and acquisition events for this case. This is our country capital market typical case mixed mergers and acquisition. After the completion of mergers and acquisitions Essence securities become a wholly owned subsidiary of China Texile investment so as to realize the dock with the capital market. China Texile investment have been added to the main business of securities services to become a double main business company. The income scale and profitability of listed companies will be improved. We mixed mergers and acquisition events in case the impact of in-depth analysis. It helps to accurately define success criteria of mixed mergers and acquisition.

Domestic and foreign scholars on this subject mainly uses financial information research method or use stock event study. Intermittent lag effect and will affect the study of financial data. And many factors affect the stock price movements, is more difficult to eliminate the influence of factors other than mergers and acquisitions in the study. In this paper, the integrated use of financial information study method and stock event study, from the Angle of short, medium and long-term multiple, China Texile investment acquired Essence securities mergers and acquisition events were analyzed. Besides, through changes in the intrinsic value and market value of the two combined analysis, to mix different research period of mergers and acquisition events listed companies combined analysis of the influence of changes in shareholder wealth, to evaluate the mixing of the wealth of shareholders of listed companies mergers and acquisitions events affect provides a new perspective.

First, the study found that no matter from the perspective of financial or from the perspective of shares, China Texile investment company mixed shareholder wealth level improved significantly after the merger. We concluded that mixed mergers and acquisition can improve the financial situation, enhance profitability of listed companies, the conclusion of shareholder wealth growth. Next, the study found that mixed mergers and acquisition can influence market value of listed companies, a significant excess returns for shareholders in the short term, the shareholders in the medium to long term buy and continue to hold larger earnings volatility but positive. At the same time, the study found that the listed company after the merger integration is the key to the success of mixed mergers and acquisition, the equity structure and the shareholder structure of listed companies are the important factors influencing the mixed mergers and acquisitions. Finally, this article provides recommendations for the short-term investors of listed companies, long-term investors, and strategic investors provide investment strategy after mixed mergers and acquisition events, also for the mergers and acquisition market investors efficient identify potential mergers and acquisitions company provides significant guidance.

Keywords: Mixed Mergers and Acquisition; Shareholder Wealth; China Texile Investment; Essence Securities
Title: Mixed Mergers and Acquisition research on the influence of the wealth of shareholders of listed companies:In Chinatex investment acquired Essence securities case
By: Pu Datong
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Wei Qifeng

140. Research on Countermeasures of Agricultural Development in Thailand Under the -The Belt and Road

Abstract

Rice planting and rice international trade play an important role in the growth of Thailand’s economy. But in recent years, the cost of production has increasingly grown and competitors produce in large scale and decline the exported rice prices like India and Vietnam, which results in less advantage of Thai Rice. Accordingly, Thai Rice in export is confronted with grave challenges. Facing the complex and changeable market environment and the increasingly fierce international competition, strengthening the international competitiveness of Thai rice is of great significance to Thai rice industry and the whole economy.

Thailand is a country along “The Belt and Road” and with rich agricultural resources, unique social and economic resources. The use of “The Belt and Road ” along with other Asian countries’ economies to continuously advance domestic infrastructure, strengthen economic relations with China, and upgrade Thailand economic level. Thailand must work hard to seize the “The Belt and Road ” opportunity.

The paper discusses the Development Status of Rice Industry in Thailand and The Status of Thai Rice’s Foreign Trade from aspects of rice industry and rice trade, Thailand’s agricultural management system, Thai government’s formulation of policies related to rice production to problems faced, etc. The paper also outlined China’s “The Belt and Road ” and Thailand’s situation in ASEAN, and put forward the positive significance of the “The Belt and One Road” initiative for Thai agricultural products.

On the basis of it this paper analyzes the impact of Thai rice planting and trade domestic and international factors and market conditions,combined with the current production of rice in Thailand conditions for Thai rice SWOT analysis.

Finally, according to the above analysis, we propose improved plans and measures for the development of the rice industry in Thailand, reduce rice production costs, increase government support, promote agricultural modernization, implement deep processing strategies to increase product added value, and use the “The Belt and Road” initiative to actively expand the foreign trade market to enhance cooperation Levels to achieve the sustainable and healthy development of Thailand’s rice industry.

Keywords:Thailand, Rice industry, Export trade, The Belt and Road,SWOT

Title: Research on Countermeasures of Agricultural Development in Thailand Under the “The Belt and Road”
By: Liu Xiao
Degree: Master of Business Administration
Major: Business Administration
Advisor Dr.Chai Thanichanun

141. Research on the Development of Medical Tourism in Thailand

Abstract

Medical tourism or medical tourism was travel to another country and got better treatment and higher quality services in Thailand. The main content of the study was the reasons and influence of the increasing demand for medical tourists to receive medical services in Thailand. The source market was mainly from plastic surgery, body care, dental treatment and other medical services from foreign countries to private hospitals in Thailand. Suffering from the composition. Now the medical tourism market in Thailand has became a beautiful landscape. Thailand has superb medical technology, good medical quality and advanced medical facilities. It has much lower medical expenses than Western countries, and the medical services provided were meticulous and comprehensive. Promote people to choose Thailand as their holy place to receive medical tourism services.

This paper adopts SWOT analysis to study the advantages and disadvantages, opportunities and threats of medical tourism in Thailand, and based on this, to do research on the development of medical tourism in Thailand.

Thailand has became a medical tourism hub in Asia, and the private sector has greatly contributed to the establishment of the medical tourism centre in Thailand over the past decade. In order to develop a development strategy to guide medical tourism in Thailand, the paper makes a detailed analysis of Thailand’s medical tourism competitiveness. The results show that the advantages of Thailand’s medical tourism were mainly reflected in the following aspects: First, the price of medical tourism services is lower than that of competitors. Secondly, the medical level is relatively high, and the medical staff are highly skilled and capable of doing professional treatment for patients. In addition, Thailand has fascinating scenery and many world-famous tourist attractions that allow patients to have a very comfortable trip. At the same time, the world’s aging population is increasing, people’s quality of life is constantly improving, and the demand for medical services was increased day by day, which will help expand the market for medical tourism in Thailand.
Thailand through competitive countermeasures, marketing strategies, government support, and cooperation between Thailand and other countries. 1. Competitive countermeasures focus on products, prices, channels, personnel, and promotion. 2. Marketing strategies were below: ① clear market positioning, using efficient publicity strategies to promote the development of the Thai medical tourism market; ②using efficient communication strategies and target markets Conduct good communication to establish awareness of the relevant image of Thailand; ③ develop products and services needed by the market, attract more people to expand the market; ④improve beauty care services and improve consumer satisfaction; ⑤establish business alliances Strengthen cooperation and promote the sustainable development of medical tourism. 3.the government supports the government should set up a special working group, this working group should have a strong comprehensive, it involves all aspects of medical tourism. 4.and the United States, China, Sweden and other countries to cooperate. Good exchanges and cooperation between countries are conducive to expanding the medical tourism market in Thailand.

Keywords: Medical tourism, Thailand, Development, Countermeasure

Title: Research on the Development of Medical Tourism in Thailand
By: Cui Tong
Degree: Master of Business Administration
Major: Business Administration
Advisor: Associate Professor Wei Qifeng

 

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Graduate School – IMBA (English Program)

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