| Project Title: | Research on Marketing Strategy Optimization |
| Author: | Mr. Yu Zhixiang |
| Advisor: | Dr. Li Zhang |
| Degree: | Master of Business Administration (International Program) |
| Major: | International Business Management |
| Faculty: | Graduate Schools |
| Academic year: | 2021 |
| Url: Published: |
JBER Journal of Buddhist Education and Research, Vol 9 No.1, January-April 2023 |
Citation
Yu, Zhixiang. (2021). Research on marketing strategy optimization. (Master’s independent study). Bangkok: Siam University.
Abstract
Through the preliminary analysis of S company’s marketing strategy, this paper constructed a complete optimization scheme for S company’s marketing strategy in China under the new image. This paper combined the marketing mix, STP as the main framework theory, and the new retail wheel as the auxiliary theory. The market positioning of S Company was first analyzed for the potential target market and identified the needs of potential customers. This study used the 7P strategy in the marketing mix theory to study the marketing strategies of S Company under the new retail image. It also suggested a new marketing strategy optimization scheme combined with the upgraded consumer demand and experience under the new retail environment.
Keywords: New retail, Brand positioning, Marketing strategy, cosmetics.
Research on Marketing Strategy Optimization
Master of Business Administration (International Program), Siam University, Bangkok, Thailand
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