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A study of venue marketing mix for MICE industry in Thailand

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Chinese Business Review 2010年第10期9卷 41-50页

作者： Kaedsiri Jaroenwisan Business Department Faculty of Management Sciences Prince of Songkla University Songkhla 90110 Thailand

The objectives of the research are to determine the important factors and the performance factors of the attributes in selecting venues （particularly convention hotels and convention centers） through investigating the meeting planners＇ set of needs and to identify factors and attributes relating to the venue marketing mix for MICE industry in Thailand. This paper has applied the hospitality and the tourism marketing mixes that are important to the MICE destination selection （particularly venues） for creating a new venue marketing mix. Therefore, the study is based on the importance levels of venue selection through each marketing mix factors including all attributes in the meeting planners＇ perspectives on behalf of their organizations, which will be able to reflect a set of their real needs that could bring about development of a venue marketing mix model that exclusively accommodates MICE organizers. The data was collected using self-administered questionnaires from 229 meeting planners. Statistically significant determinants of the meeting planners＇ overall importance levels indicated that in all of the 8 marketing mix factors （68 attributes）, the people factor was perceived to be the most important factor. The package factor was perceived to have a moderate level of importance. The other factors perceived to be important included Product, Price, Place, Promotion, Physical evidence and Process. It is also found from the factor analysis that the new venue marketing mix contained 8 marketing mix factors with 61 attributes for venue business in Thailand. It is recommended from the research findings that venue management be more concerned with and focus on the attributes of the people factor.

关键词： venue MICE marketing mix

Model of Simulation for Optimizing marketing mix Through Conjoint Analysis Case Study： Launching a Product on a New Market

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Economics World 2017年第4期5卷 311-315页

This paper applies conjoint analysis approach to simulate and determine the optimal marketing mix for a Romanian company that struggles to face the market higher competition. The company intends to launch its product into a new market and surveys the likelihood of getting international. The survey helps the company to gather information from clients regarding product characteristics, price, method of distribution, and promotion, according to customer preferences. Having these data, it is made a marketing simulation using conjoint analysis in order to get the optimal marketing mix in launching the product on a new market. The optimal marketing mix is given by the highest mix of utility for the clients, but sometimes the marketing manager would choose a little bit lower utility mix, forced by the company restrictions.

关键词： marketing simulation marketing mix conjoint analysis launching a product on a new market

Research on marketing Strategy of Dalian FAW Toyota 4s Store

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Research on Marketing Strategy of Dalian FAW Toyota 4s Store

作者： Telmen Davaajav 大连海事大学

学位级别：硕士

Toyota Motor Corporation（hereafter Toyota）is the world’s leading automaker headquartered in Tokyo City,*** is targeting at manufacturing 3.5 million vehicles annually in China while boosting imports to the country to half a million vehicles *** Toyota has also achieved good performance in the Chinese market and its products are well received by Chinese consumers,it also faces several problems that inhibit its further *** China’s automobile competition heats up,getting the retail experience right becomes all the more important for automobile *** the gradual maturity of China’s automobile market,4S stores are facing numerous issues concerning its ***’s becoming more and more important to study the 4S store began to face the unprecedented impact,how to foster strengths and circumvent weaknesses to defuse the pressure,making use of the theory of service marketing for automobile 4S store marketing *** research takes the Dalian FAW TOYOTA automobile 4S store as the research object and based on Dalian FAW TOYOTA’s own experience in the automobile industry,to explore the current marketing situation and facing *** ’are issues that need to be addressed such as improving sales experience and increasing staffing levels;improving overall service process;the homogenization of marketing strategy and activities;increasing customer *** order to aid the improvement of the Dalian FAW Toyota 4S store,the research includes the marketing environment analysis and SWOT Analysis for marketing strategy design and to provide *** general,the research will take Dalian FAW Toyota 4S store as an example to get an understanding of the current marketing strategy and the analysis of automobile service marketing problems and puts forward the marketing strategy suggestions to strengthen the marketing services.

关键词： Dalian Faw Toyota 4S store STP Strategy marketing mix SWOT

A Study on the Service marketing Strategy of PT Alpatra Modern Indonesia

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A Study on the Service Marketing Strategy of PT Alpatra Mode...

作者： Nastassja Siswanto 上海财经大学

学位级别：硕士

The main study of the thesis is to aim at restructuring the market strategies and looking for creative ideas to increase sales post Pandemic *** Alpatra Modern Indonesia is a supplier,production,and organizer for Events and Weddings *** research is a quantitative research using a purposive sampling *** population used in this study for the SWOT analysis is the entire strategic team of PT Alpatra Modern Indonesia during 2022,totaling 8 *** population used in this study for the STP & 7P's analysis is all the past clients of PT Alpatra Modern Indonesia during 2021,totaling 246 *** sample for the SWOT analysis is the entire strategic team of PT Alpatra Modern Indonesia during 2022,calculated using saturation *** sample size for the SWOT analysis at this study is *** sample for the STP & 7P's analysis is all the past clients of PT Alpatra Modern Indonesia during 2021,calculated by Slovin *** on those,the sample of this research was 152 *** research data collection method in this study used a questionnaire with proportional sampling *** indicators on the questionnaire used a category scale and a Likert *** data analysis of this research used multiple linear regression and SWOT *** results of this study showed that product,price,place,promotion,people,process,and physical evidence or as known as 7P's have an effect on purchase decisions on PT Alpatra Modern Indonesia.

关键词： marketing Strategy Increase Sales Pandemic Covid 19 marketing mix STP Analysis

marketing Analysis of a Chinese Home Appliances Company:A Case Study of Haier in the Indian Room Air Conditioner Market

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Marketing Analysis of a Chinese Home Appliances Company:A Ca...

作者： Suman Mitra 四川大学

学位级别：硕士

In pace with the rapid development of the Indian economy and the growth of disposable income among the Indian people,the increasing desire for comfort and convenient lifestyle has risen the demand of home appliances products in *** with other home appliance products,the demand for Room Air Conditioner is also increasing rapidly because of the tropical hot climate in ***,currently the market penetration of air conditioners is very low in India compared to the developed countries,but the Room Air Conditioning industry has witnessed fast growth in the recent years due to the improved lifestyle and income of ***,looking forward to the huge potential of this industry,many global manufacturers arrived in India and the industry has become very *** other manufacturers,Chinese home appliances manufacturer Haier is also one of the global competitor in the Indian *** has been very successful in the Chinese and the global ***,despite being the largest home appliances manufacturer in the world,the company is facing many challenges from other competitors in the Indian room air conditioning *** is estimated that the competition in the Indian air conditioning market will be more fierce in ***,in order to maintain a leading position and achieve competitive advantage in the market Haier must optimize the marketing strategy with the changes in the market *** this research the author selected the case of Haier in the Indian room air conditioning industry and analyzed the business environment as well as the marketing situation of the *** research uses relevant marketing theories to analyze the marketing strategy of Haier in *** first,this paper uses strategic analysis tool such as PEST model and Porter's Five Forces model to analyze the macro-environment and micro-environment of Haier in the Indian air conditioning *** SWOT model is used to identify the suitable strateg

关键词： Haier Air Conditioner Industry marketing Strategy marketing mix Indian Market Five Forces

Factors Affecting Brand Loyalty of Private Universities: Case Study Guangxi University of Foreign Languages

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Psychology Research 2022年第6期12卷 369-383页

作者： PENG Jie Punnuch Chaipinchana Payap University Chiang MaiThailand

In recent years,China’s private higher education has developed significantly,and private universities have become one of the“two schools”.However,due to the expansion of the scale of public schools,the limited supply of teachers in private colleges,and the mismatch between the supply and demand of graduate employment,the crisis of students in private colleges and universities has become increasingly serious,and the pressure of survival and competition is *** main purpose of this study is to explore the influence of Guangxi University of Foreign Languages marketing mix and brand awareness on brand loyalty,and to provide recommendations for Guangxi University of Foreign Languages private *** researchers will use a quantitative approach to study the effect of two independent variables(marketing mix and brand awareness)on the dependent variable(brand loyalty).A total of 414 questionnaires were distributed to students of Guangxi University of Foreign Languages and analyzed using statistical software *** descriptive statistical analysis to understand the sample of respondents;perform reliability and validity analysis to ensure the reliability and validity of the questionnaire;perform correlation analysis to determine the correlation between independent and dependent variables;and perform regression analysis,to explore the influence and degree of influence of various factors on the brand loyalty of private colleges and *** shows that marketing mix and brand awareness have a significant positive impact on brand loyalty of private ***,based on the research results,five suggestions are put forward from the perspective of private universities to help private university brands improve customer brand loyalty and their own brand competitiveness.

关键词： Guangxi University of Foreign Language marketing mix brand awareness brand loyalty

marketing as Innovation Strategy in Non Profit Sector in China： The Network of Influence ＂Guanxi＂

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Chinese Business Review 2016年第5期15卷 224-238页

作者： Antonia Sajardo Moreno Marta Gil Ibafiez Rafael Curras Perez University of Valencia Valencia Spain

In a globalized world, not only the business market is overlapped but also marketing models take shape within economic systems. While there has been a proliferation in the implementation of marketing in the private sector, this paper provides a useful entry point for the understanding role of marketing within the nonprofit sector focused on China, the second worldwide economic power. A number of senior managers and directors from different Non-Governmental Organizations （NGOs） were interviewed of what they understood marketing to be and how they considered and implemented marketing within organizational strategy. The findings showed that while marketing was identified as an interesting and influential concept, Chinese nonprofit managers generally had a limited understanding of a marketing theory. The article further discusses reasons behind the dynamic based on personalized networks of influence used and the potential implications for nonprofit entities in China, a sector that plays a very noteworthy role in transformative economies.

关键词： nonprofit organizations sustainability marketing mix China competitive environment networks ofinfluence guanxi

marketing Factors Influencing Customer Decision-Making in the Interior Decorations Industry in Guangxi,China

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Management Studies 2022年第3期10卷 177-190页

作者： MA Yupeng Anake Chitkesorn Payap University Chiang MaiThailand

The purpose of this study was to empirically examine the influence of marketing mix towards customer decision-making in the interior decoration industry of Guangxi,*** interior decoration industry in Guangxi is growing at rapid ***,this study is specially helpful for the interior decoration industry in Guangxi,China,and the interior decoration industry in Guangxi can use marketing mix for their business *** order to carry out this study,the population was taken to be those customers of the interior decoration.A sample(N=425)customers were taken using simple random sampling from the interior decoration consumers of Guangxi,*** was hypothesized that marketing mix had positive influence on customer *** was hypothesized that marketing mix predicts customer *** results were analyzed with help SPSS *** statistical analysis,Pearson correlation test,and regression analysis were used to test *** results showed significant positive relationship and marketing mix was a predictor of customer *** research is significant and useful for all the interior decoration enterprises in Guangxi.

关键词： interior decoration customer decision-making marketing mix

marketing Management: The Analysis of Breitling Watches in The Luxury Watch Market

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校园英语 2017年第31期 247-249页

作者：王丽闻浙江机电职业技术学院

This essay will critically review the general situation and positioning of Breitling timepieces in the global market; It will begin with the background of Breitling to facilitate an understanding of the object. Initially, the target marketing of Breitling will be discussed by a number of assumptions in view of online researches. Subsequently, four aspects of the marketing mix will be analysed by comparing with its competitors to realise the latest conception and positioning of Breitling. Consequently, the elements that drive the purchase behaviour will be presented to reveal Breitling’s competitive advantages in the luxury watch market.

关键词： marketing mix Positioning Target marketing Breitling