Title:
The Influencing Factors of Network Marketing Strategy of China Shanxi Wan Sheng Catering Management Company
Author:
Wu Changshu
Advisor:
ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree:
Master of Business Administration
Major:
International Business Management
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021 (pp.1898-1907) คลิก PDF
Abstract
The development of catering in 2020 has enabled more catering practitioners to see the broad market and network marketing prospects. This paper aimed to study the influencing factors of network marketing strategy of China Shanxi Wan Sheng Catering Management Company.
The objectives of the study were:1) To explore the influencing factors that affect the network marketing strategies of China Shanxi Wan Sheng Catering Management Company; and 2) To verify whether talent introduction, network marketing knowledge training, informatization, and brand image affect the network marketing strategy of China Shanxi Wan Sheng Catering Management Company.
This study adopted the quantitative research method. In this study, 378 questionnaires were distributed, with 376 valid questionnaires, and the validity rate was 99.47%. The population of this study is the managers and principals of more than 700 merchants on the network marketing line of Wan Sheng Catering Management Company in Xi’an, China. Based on the network marketing theory and product positioning theory, this paper found that 1) The influencing factors of the network marketing strategy of China Shanxi Wan Sheng Catering Management Company include talent introduction, network marketing knowledge training, informatization and brand image; and 2) Talent introduction, network marketing knowledge training, informatization and brand image have a positive effect on the network marketing strategy. For recommendations, the network marketing strategies should focus on the following aspects: 1) Integrate talent introduction resources; 2) Improve network marketing knowledge training programs; 3) Strengthen informatization; and 4) Reinforce brand image management.
Keywords: network marketing, marketing strategy, brand image
The Influencing Factors of Network Marketing Strategy of China Shanxi Wan Sheng Catering Management Company
6317195017 Wu Changshu 2566 (2023) The Influencing Factors of Network Marketing Strategy of China Shanxi Wan Sheng Catering Management Company สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, 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