Title:
Study on the Influencing Factors of Marketing Strategies of Shandong Chenxi Sporting Goods Company
Author: Yang Guixiang
Advisor: Dr. Ma Yu
Degree:
International Business Management
Major:
Master of Business Administration
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
The 6th STIU International Conference “Innovative Leadership for Sustainable Development” on 10-11 May 2022 pp.760-767 https://conference.stamford.edu/wp-content/uploads/2022/08/SECTION-4.pdf
Abstract
Economic globalization is one of the important features of world economy and an important trend in the development of the world economy. Along with economic globalization, carry out marketing is a topic that needs to be explored by every government and enterprise participating in the world economy. This paper aimed to study on the influence factors of Chinese Enterprises’ Marketing Strategies and taking Shandong Chenxi Sporting Goods Company as an Example.
The objectives of the study were:1) To explore the influencing factors of marketing strategy of Shandong Chenxi Sporting Goods Company; and 2) To verify whether product strategy, price strategy, place strategy, promotion strategy has a positive effect on marketing strategy of Shandong Chenxi Sporting Goods Company.
This study adopted a quantitative research method, collected 497 questionnaires from the Shandong Chenxi Sporting Goods Company Business Department mailbox to each country and region of the sports and fitness products have purchasing or the use of demand for purchasers or consumers. Combined with 4P Marketing theory, this paper found that:1) The factors influencing the Marketing Strategy of Shandong Chenxi Sporting Goods Company include four factors: product strategy, price strategy, place strategy, promotion strategy and promotion strategy;2) Product Strategy, price strategy, place strategy, promotion strategy has a positive effect on Marketing Strategy. Recommendations of marketing strategies should focus as follow aspects:1) Product Strategy, Shandong Chenxi Sporting Goods Company should improve product diversification, and increase the high-end high profit products;2) Price Strategy, Shandong Chenxi Sporting Goods Company should adjust the cost of floating plus price strategy, strengthen the discount price strategy, and increase the combination price strategy;3) Place Strategy, Company should full use of social media, introduce short video platform, and deep plowing cross-border e-commerce platform.4) Promotion Strategy, Shandong Chenxi Sporting Goods Company should increase the diversity of promotional tools, and enhance customer participation in promotional tools
Keywords: enterprises, marketing, influencing factors, marketing strategies
Study on the Influencing Factors of Marketing Strategies of Shandong Chenxi Sporting Goods Company
6317195488 Yang Guixiang 2566 (2023) Study on the Influencing Factors of Marketing Strategies of Shandong Chenxi Sporting Goods Company สารนิพนธ์ (Independent Study), Advisor: Dr. Ma Yu, 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