Title: The Influencing Factors of Product Marketing Strategy of ANTA
Author: Liu Yaping
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.144-157) Click PDF
Abstract
This study aims to provide valuable strategic insights to help companies optimize their marketing strategies, enhance market adaptability, improve decision-making efficiency, promote long-term growth, and enhance competitive advantage by analyzing in-depth the influencing factors of ANTA’s product marketing strategies. This study examines the influence of four factors: consumer demand, purchase cost, purchase convenience, and bidirectional communication on ANTA’s product marketing strategy.
The quantitative research method was used in this study. A total of 400 questionnaires were issued, of which 349 questionnaires were valid, with a validity rate of 87.2%. This study found that consumer demand, purchase cost, purchase convenience, and bidirectional communication had a positive effect on ANTA company’s product marketing strategy. Through the analysis, the following suggestions are made: (1) emphasize consumer demand; (2) reduce the purchase cost; (3) enhance the convenience of buying; (4) strengthen bidirectional communication.
Keywords: marketing strategy, ANTA company, consumer demand, purchase cost, purchase convenience, bidirectional communication
6617195404, Liu Yaping, Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Influencing Factors of Product Marketing Strategy of ANTA, 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
