Title:
Study on the Marketing Strategy of Linyi City Development Group Company
Author:
Zhu Peng
Advisor:
Prof. Dr. Li Chunyou
Degree:
International Business Management
Major:
Master of Business Administration
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023 (pp.324-334) https://mba.siam.edu/proceedings15/ PDF
Abstract
In the continuous evolution of the market economy, the competition among real estate enterprises in the post-pandemic era has become increasingly intense. Adjusting marketing strategies to showcase inherent advantages has emerged as an effective avenue for enterprises to adapt to the fierce market competition. Grounded in the theoretical framework of the 4P model, this study undertakes an in-depth examination of the marketing strategies employed by the Linyi City Development Group. The research objectives encompass: 1) To analyze the marketing strategies of the Linyi City Development Group Company based on the 4P theory; 2) To analyze the marketing status of the Linyi City Development Group Company based on the SWOT analysis; 3) To analyze the market strategy optimization of the Linyi City Development Group Company.
This paper adopted the documentary research method and built upon the foundations of SWOT analysis and the 4P theory. This study systematically explored the marketing strategies of the Linyi City Development Group Company based on the 4P marketing strategies, analysis of the group’s marketing status, and the marketing theory optimization. Key findings include: 1) Based on the 4P theory, the Linyi City Development Group Company could focus on the product innovation, reduce the price of real estate funds, expand marketing channels, and continuously improve promotional strategies; 2)Through the SWOT analysis, the Linyi City Development Group Company could approve more new projects with support of the local governments; 3) By optimizing marketing strategies, the Linyi City Development Group Company could better attract target customer groups, drive sales goals, and improve market competitiveness.
Keywords: 4P theory, real estate enterprises, SWOT analysis, marketing strategy optimization
Study on the Marketing Strategy of Linyi City Development Group Company /
6317195427 Zhu Peng 2566 (2023) Study on the Marketing Strategy of Linyi City Development Group Company 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