Competitive Strategy of Jiangsu Zhong Nong ke Company

Name: Ming Song

keyword: high-quality products

; pricing strategy

; marketing channels

; brand promotion

; Dhonburi Rajabhat University

Abstract: The objectives of this research were as follows: 1) to sink the market, determine the consumer groups according to the specific theory and positioning, so as to make a more comprehensive research on this advantageous strategy. In addition, this research chose Jiangsu division company, the company executive team interview, according to several theories suitable for enterprise development to design the questionnaire survey, the company across the country customer questionnaire survey, and the theory of the questionnaire and data analysis, including the related factors affecting consumer purchase, competitors marketing strategy analysis and 2) to study the advantage competitive strategy of Jiangsu Zhongke Company, from different aspects of the global development of functional food industry, so that under the influence of different factors, the future development of the enterprise has a specific advantage strategy marketing plan. The research findings have revealed that: 1) Provide sustainable competitive advantage strategy for Jiangsu ZhongNongke Food Engineering Co., Ltd and 2) To obtain a higher market reputation for jiangsu ZhongNongke Food Engineering Co, Ltd the sample was 400 Camples They was selected by Domestic customers of ZhongNongKe Company. The instrument for collecting data was Questionnaire Analysis data by Descriptive statistics and Content Analysis. The research results were found as follows; First, enterprises should create a product portfolio based on user thinking, create high-quality products, and design differentiated functional foods to improve market awareness and competitiveness Secondly, enterprises should create customer-based demand-oriented enterprises and implement new pricing strategies and flexible pricing strategics to improve the product price competitiveness and market sales share Again, enterprises should create new media marketing channels based on Internet thinking, increase unified investment in online and offline brand stores, and strengthen strategic cooperation with health and leisure institutions to improve product awareness and market penetration. Finally, enterprises should create diversified product and brand promotion methods, give full play to experiential marketing, establish relationship marketing, develop VIP high-end membership system, and strengthen the customer stickiness and loyalty of products

มหาวิทยาลัยราชภัฏธนบุรี. สำนักวิทยบริการและเทคโนโลยีสารสนเทศ

Address: กรุงเทพมหานคร

Email: arc.dru@dru.ac.th

Name: Ntapat Worapongpat

Role: Adviser

Created: 2024

Modified: 2025-06-24

Issued: 2025-06-24

วิทยานิพนธ์/Thesis

application/pdf

Dhonburi Rajabhat University

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: General Management

Grantor: Dhonburi Rajabhat university

©copyrights Dhonburi Rajabhat university

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