| Title: | The Influencing Factors of Brand Strategy of Xiang Dian Heavy Equipment Company |
| Author: | Luo Chen |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2567 (2024) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.370-380) Click PDF |
Abstract
As the manufacturing industry moves towards higher quality and advanced technology, branding is key to market share and long-term success. China’s reform and development have entered a new historical stage, where people have gained fresh insights into the nature and role of enterprises, and the relationship between enterprises and society. Xiang Dian Heavy Equipment Company has been committed to providing high-quality heavy machinery and equipment. However, in the face of the rise of competitors and changes in the market environment, relying solely on products is insufficient to gain a lasting advantage. The purpose of this study was to explore the effect of brand positioning, brand image, and brand maintenance on the brand strategy of Xiang Dian Heavy Equipment Company.
This study adopted the quantitative research method. A total of 400 questionnaires were sent out during the investigation, and 234 were valid, with a validity of 58.5%. This study found that brand positioning, brand image, and brand maintenance positively impact the brand strategy of Xiang Dian Heavy Equipment Company. Through the analysis, the following suggestions are put forward: (1) Optimizing brand positioning; (2) Unifying brand image; (3) Strengthening brand maintenance.
Keywords: brand strategy, Xiang Dian Heavy Equipment Company, influencing factors
6617195405 Luo Chen, Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Influencing Factors of Brand Strategy of Xiang Dian Heavy Equipment Company, นำเสนอในที่ประชุมวิชาการ (Conference), The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” , ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย