Title: The Marketing Strategies of Zhejiang Tongxiang Foreign Trade Group
Author: Hao Zhifeng
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.756-766) Proceedings PDF
Abstract
The development prospect of China’s foreign trade enterprises was very broad, and there were relatively more opportunities, but at the same time it was also necessary to note the risks and challenges, such as trade barriers. To coped with and solved the challenges and risks well, scientific and reasonable marketing strategy becomed inevitable. This study taked Zhejiang Tongxiang Foreign Trade Group as an example, and the main objectives are: 1) to study the marketing status quo of Tongxiang Foreign Trade Group; 2) to analyze the strengths, weaknesses, opportunities and challenges of Tongxiang Foreign Trade Group; 3) to formulate the 4P strategy of Tongxiang Foreign Trade Group.
This study adopts the literature review method to conduct the research. Based on the 4P theory and SWOT analysis and other theories, the marketing status quo and marketing environment of Tongxiang Foreign Trade Group are analyzed, and the corresponding 4P strategy is proposed. The study found that: 1) the marketing status quo of Zhejiang Tongxiang Foreign Trade Group is worrisome, there are problems such as the main products are not clear, the pricing method is not reasonable, the information transmission method to be optimized, the length of the channel is too long, etc.; 2) Zhejiang Tongxiang Foreign Trade Group has a relative advantage in both its own capital and teamwork, and thus increases marketing investment in the corresponding links to build a more favorable platform for developing the Pakistani market; 3) Zhejiang Tongxiang Foreign Trade Group’s 4P strategy should improve product awareness and acceptance; developing a reasonable price strategy; improving online and offline sales channels and continuously optimizing the promotion strategy.
Keywords: Marketing Strategy, International Trading Company, SWOT Analysis, 4P Theory, Zhejiang Tongxiang Foreign Trade Group
The Marketing Strategies of Zhejiang Tongxiang Foreign Trade Group /
6317195850 Hao Zhifeng 2566 (2023) The Marketing Strategies of Zhejiang Tongxiang Foreign Trade Group สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, 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