Title:
The Influencing Factors of Marketing Strategy of Jinan City Renjia Decoration Company
Author:
Tang Lihong
Advisor:
Prof. Dr. Li Chunyou
Degree:
Master of Business Administration
Major:
International Business Management
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
Asia Pacific Journal of Religions and Cultures, Year 5, Issue 8 (January-June 2024) AJRC
Abstract
The building and decoration business is growing at a 15% annual pace, with strong market prospects and huge development opportunities. Although Jinan Renjia Decoration Company, as an industry leader, has achieved positive results, the enterprise marketing risk has increased, and the marketing strategy needs to be adjusted. This paper aimed to study the influencing factors in the marketing strategy of Jinan City Renjia Decoration Company.
The objectives of the study were:1) To explore the influencing factors that affect the marketing strategy of Jinan City Renjia Decoration Company; and 2) To verify that market segmentation, target market selection, market positioning affect the marketing strategy of Jinan City Renjia Decoration Company.
This study adopted the quantitative research method. In this study, 398 questionnaires were distributed, with 395 valid questionnaires, and the validity rate was 99.25%. The population of this study is the consumers of Jinan City Renjia Decoration Company. Based on segmentation, targeting, positioning, STP marketing strategy theory, this paper found that: 1) The influencing factors of the marketing strategy of Jinan City Renjia Decoration Company include market segmentation, target market selection, market positioning; and 2) Market segmentation, target market selection, market positioning have a positive effect on the marketing strategy. For recommendations, marketing strategy should focus on the following aspects: 1) Optimization of market segmentation; 2) Optimization of target market selection; 3) Reasonable market positioning.
Keywords: influencing factors, marketing strategy, decoration company
The Influencing Factors of Marketing Strategy of Jinan City Renjia Decoration Company
6417195017 Tang Lihong 2566 (2023) The Influencing Factors of Marketing Strategy of Jinan City Renjia Decoration Company 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