A Case Study of the Marketing Strategy of Shandong Baiye Group

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Title: A Case Study of the Marketing Strategy of Shandong Baiye Group

Author: Zhao Zheng

Advisor: Prof. Dr. Li Chunyou

Degree: International Business Management

Major: Master of Business Administration

Faculty: บัณฑิตวิทยาลัย (Graduate School)

Academic year: 2566 (2023)

Published: at the 6th Stamford International conference on “Innovative Leadership for Sustainable development” SECTION-4 (pp.819-828) conference  proceedings


As the living standards of Chinese residents improve, the housekeeping service industry has ushered in relatively rapid development, resulting in increasingly fierce competition within the industry. Shandong Baiye Group is an enterprise with a certain scale in the field of housekeeping service. Therefore, studying the transformation and upgrading of Shandong Baiye Group’s marketing strategy will help achieve the sustainable development of the enterprise and achieve high-reputation in housekeeping service.

This study took Shandong Baiye Group a case study to gain an in-depth understanding of the research field of marketing strategy for sustainable development, and to analyze the marketing strategy in this industry. The objectives of this study were: 1) To analyze the current status of Shandong Baiye Group; 2) To analyze the STP marketing strategy of Shandong Baiye Group.

This paper was based on the (STP) theory, and adopted the documentary research method, based on the STP analysis, this paper found that: 1) Shandong Baiye Group provides professional housekeeping service and implements the service marketing strategies by introducing diversified service products; however, target market positioning is not clear and there is a lack of segmentation scene differentiation strategy. 2) Through the STP analysis, Shandong Baiye Group has to create brand image in the target market through effective differentiation positioning strategy, strive to achieve joint company’s expansion target market. In conclusion, the differentiation of marketing strategy in the housekeeping service industry has become crucial. For recommendations:1) Shandong Baiye Group provides differentiated strategies to occupy more market advantageous positions through differentiated market positioning service; 2) Strategy need to meet consumer demands for quality and professionalism; 3) Gaining market share can strengthen and spotlight the company’s reputation. These measures will help Shandong Baiye Group achieve greater success in the housekeeping service market.

Keywords: housekeeping service, service industry, marketing strategy

A Case Study of the Marketing Strategy of Shandong Baiye Group

6317195831 Zhao Zheng 2566 (2023) A Case Study of the Marketing Strategy of Shandong Baiye Group สารนิพนธ์ (Independent Study), Advisor: Prof. Dr. Li Chunyou, 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

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