Research on Marketing Strategy Optimization

Last modified: May 11, 2022
Estimated reading time: 1 min
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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