Title: The Marketing Strategy of Pangdonglai Company in Henan,China
Author: Li Shaobin
Advisor: Dr. Ma Yu
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: นำเสนอในที่ประชุมวิชาการ (Conference) The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021 (pp.1489-1500) Click PDF
Abstract
In recent years, the retail industry has entered a new era of transformation. Amidst the rapidly changing market environment, Pangdonglai faces intense competition and increasingly diverse consumer demands. To enable Pangdonglai to better adapt to market shifts and enhance competitiveness, this study aims to:1) Examine the current state of Pangdonglai’s marketing strategy; and 2) Provide actionable recommendations for its future development.
This study focuses on Pangdonglai’s market strategy, employing the 7Ps theory and the SWOT analysis while integrating corporate annual reports, public data, insights from professional research institutions, media coverage, and relevant domestic and international literature. This study used a literature research method, and found that:1) Based on the 7Ps theory of strategic analysis, the current state of Pangdonglai’s marketing strategied is as follows: Product: Diverse, high quality, creating a differentiation edge. Price: Value oriented, balancing cost-effectiveness and emotional value. Place: Deeply cultivating the region and maintaining the scarcity of stores. Promotion: Light traditional promotion, focusing on reputation and membership system. People: People-oriented, improving collaboration efficiency. Physical evidence: Paying attention to details and creating atmosphere. Process: Combining digitalization and humanization to optimize the process. 2) Based on the SWOT analysis, it is recommended to leverage the advantages of brand and service, seize the opportunities of digitalization and consumer upgrading, increase investment in supply chain technology to improve efficiency, and strengthen differentiated services to cope with competition. At the same time, by cultivating talents and expanding channels, Pangdonglai can make up for the shortcomings in the supply chain and technology, and consolidate the market position.
In conclusion, to strengthen Pangdonglai’s competitiveness in the retail sector, this study recommends the focusing: 1) Improve internal management, establish cross departmental collaboration mechanisms to improve supply chain efficiency, and strengthen information sharing. 2) In terms of digitalization, Pangdonglai should deepen big data analysis, accurately understand consumer preferences and behaviors, achieve refined market positioning, and seize opportunities for consumer upgrading. Through data-driven decision-making, Pangdonglai should optimize marketing strategies and product layout, and enhance overall operational efficiency. By implementing these strategic improvements, Pangdonglai can further elevate its market competitiveness and ensure stable future growth.
Keywords: marketing strategy, Pangdonglai, 7Ps Theory, SWOT Analysis
6317195431, Li Shaobin, Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), The Marketing Strategy of Pangdonglai Company in Henan,China, นำเสนอในที่ประชุมวิชาการ (Conference), The 14th National and International Academic Conference, Online Conference, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
