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Li Yanting. A case study of the learning conformity behavior of Undergraduates at Yunnan University. Master's Degree(Education Management). Siam University. Library and Information Resource Center. : มหาวิทยาลัยสยาม, 2567.
A case study of the learning conformity behavior of Undergraduates at Yunnan University
Name: Li Yanting
keyword:
Independent Study
ThaSH:
Management
ThaSH:
Education, Higher
Classification :.DDC: 378
ThaSH:
Education
ThaSH:
Education, Higher
-- Research
Abstract:
In the context of fierce competition in the domestic liquor market and changing preferences of young consumers, Kweichow Moutai has been endeavouring to expand its international business in order to reduce its reliance on the domestic market. At the same time, influenced by consumer policies, such as restrictions on official spending and the criminalisation of drunk driving, expansion into the international market has become a necessary path for Kweichow Moutai. Europe is a traditional concentration of spirits consumption, with many of the worlds largest drinking nations and a long history of alcohol consumption, especially in the mid- to high-end market white wine is more favoured by the market. The European market is also the second largest region for Moutais overseas exports. Taking Europe as the target market, this study examines the key factors affecting Kweichow Moutais export competitiveness, aiming to help Kweichow Moutai develop a better export strategy. The study of the European market can also provide a reference for Kweichow Moutais development in other overseas markets.
This study has two main objectives: (1) to identify the key factors affecting Kweichow Moutais export competitiveness in the European market; and (2) to examine the effect of brand reputation, product uniqueness, knowledge of laws and regulations, and distribution channel management on Moutais export competitiveness in the European market.
This study adopted a quantitative research methodology by distributing questionnaires and using SPSS software for statistical and correlation analyses. The study collected questionnaires from the employees of Kweichow Moutai headquarters and branches, and 380questionnaires were completed, with 340 valid questionnaires and a valid recovery rate of 89.5%. The study shows that: (1) The influencing factors of Kweichow Moutais export competitiveness in the European market are brand reputation, product uniqueness, knowledge of laws and regulations, and distribution channel management. (2) brand reputation, product uniqueness, knowledge of laws and regulations, and distribution channel management have a positive effect on Kweichow Moutais export competitiveness. For recommendations, Kweichow Moutai should focus on building a good brand reputation, enhancing product uniqueness, strengthening research on export market laws and regulations and improving control and management of distribution channels.
Siam University. Library and Information Resource Center
Address:
BANGKOK
Email:
library@siam.edu
Name: Zhang Li
Role:
Advisor
Created:
2567
Modified:
2568-05-16
Issued:
2025-05-16
วิทยานิพนธ์/Thesis
application/pdf
eng
Level: Master's Degree
Grantor: มหาวิทยาลัยสยาม
Descipline: Education Management
©copyrights SIAM UNIVERSITY
RightsAccess:
ใช้เวลา
0.017452 วินาที
Li Yanting
| Title | Contributor | Type |
|---|---|---|
| A case study of the learning conformity behavior of Undergraduates at Yunnan University
มหาวิทยาลัยสยาม Li Yanting | Jidapa Chollathanrattanapong | วิทยานิพนธ์/Thesis |
Zhang Li