Title: The Influencing Factors of the Corporate Management Strategy-A Case Study of Anta Group
Author: Jia Hongji
Advisor: Prof. Dr. Li Chunyou
Degree: International Business Management
Major: Master of Business Administration
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 15th National and International Academic Conference “Creating Shared-Value and innovation for sustainability” 18-20 January 2023 (pp.941-953) คลิก PDF
Abstract
Anta Group, a Chinese sports brand, is implementing a strategy for high-quality development, leveraging internationalization, quick market response, and diversified business models to achieve optimal results in the international sporting goods industry. This paper aimed to study the influencing factors of Anta Group’s corporate management strategy.
The objectives of the study were: 1) To explore whether the brand internationalization strategy affects Anta Group’s corporate management strategy; 2) To explore whether the diversification strategy affects Anta Group ‘s corporate management strategy; 3) To explore whether the marketing mix strategy affects Anta Group’s corporate management strategy.
This study adopted the quantitative research method. In this study, a total of 400 questionnaires were distributed, with 379 valid questionnaires and the validity rate was 94.75%. The population was the employees of Anta Group’s sporting goods companies in China. Based on the brand internationalization theory, diversification performance theory, and marketing theory, this paper found that: 1) The brand internationalization strategy has a significant positive effect on Anta Group’s corporate management strategy; 2) The diversification strategy has a significant positive effect on Anta Group’s corporate management strategy; 3) The marketing mix strategy has a significant positive effect on Anta Group’s corporate management strategy. For recommendations, Anta Group’s corporate management strategy should focus on the following aspects: 1) Implementing comprehensive brand internationalization strategy; 2) Implementing effective diversification strategies; 3) Optimizing marketing mix strategies.
Keywords: influencing factors, corporate management strategy, Anta Group
The Influencing Factors of the Corporate Management Strategy-A Case Study of Anta Group
6317195429 Jia Hongji 2566 (2023) The Influencing Factors of the Corporate Management Strategy-A Case Study of Anta Group สารนิพนธ์ (Independent Study), Advisor: Prof. Dr. Li Chunyou, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management