Title: The Influencing Factors of Brand Value Enhancement of CHANGAN Automobile
Author: Liu Ping
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: นำเสนอในที่ประชุมวิชาการ (Conference) 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.357-369) Click PDF
Abstract
This study aims to provide valuable strategic insights to help companies optimize brand value enhancement, improve market adaptability, increase decision-making efficiency, promote long-term development, and enhance competitive advantage through an in-depth analysis of the factors influencing brand value enhancement of CHANGAN Automobile. This study examines the influence of four factors, namely marketing capability, talent motivation, technological innovation, and production resource supply capability, on the brand value enhancement of CHANGAN Automobile.
This study adopted a quantitative research method. A total of 400 questionnaires were distributed, among which 349 questionnaires were valid, with a validity rate of 87.2%. This study found that marketing capability, talent motivation, technological innovation, and production resource supply capability had a positive effect on the brand value enhancement of CHANGAN Automobile. Based on the analysis, the following suggestions are put forward: (1) set precision marketing strategy and perfect brand services; (2) pay attention to staff training and improve the training effect; (3) strengthen technological innovation; (4) optimize the allocation of production resources and strengthen supply chain management.
Keywords: brand value, CHANGAN Automobile, marketing capability, talent motivation, technological innovation, production resource supply capability
6617195403, Liu Ping, Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Influencing Factors of Brand Value Enhancement of CHANGAN Automobile, นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
