Title: The Impact of the 4Ps Marketing Theory on Cha Baidao Marketing Revenue
Author: Chen Jingxuan
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: 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.544-558) Click PDF
Abstract
Based on the 4Ps marketing theory, this study conducted an in-depth analysis of the marketing of Cha Baidao in Hangzhou, aiming to reveal the impact of the 4Ps marketing theory on Cha Baidao’s marketing revenue and provide strategic suggestions for discovering and improving deficiencies.
The study adopted the quantitative method and designed a Likert scale questionnaire to conduct a survey on customers in Hangzhou who were over 18 years old and had consumed Cha Baidao at least once in the past three months. A total of 300 questionnaires were distributed, and 265 valid questionnaires were collected, with an effective recovery rate of 88.33%. The results show that the 4Ps marketing theory (product, price, place, and promotion) has a positive impact on Cha Baidao’s marketing revenue. Based on the findings, this study puts forward the following suggestions: First, product diversification to meet the needs of different consumers; second, flexible adjustment of pricing strategies to enhance market competitiveness; third, optimization and expansion of place layout to enhance brand coverage; fourth, innovation and diversification of promotional methods to stimulate consumer desire to buy. These suggestions will help Cha Baidao improve its marketing strategy in the fierce market competition and achieve sustainable development.
Keywords: 4Ps marketing theory, Hangzhou Cha baidao, marketing revenue
The Impact of the 4Ps Marketing Theory on Cha Baidao Marketing Revenue /
6617195021 Chen Jingxuan 2567 (2024) The Impact of the 4Ps Marketing Theory on Cha Baidao Marketing Revenue สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University