Vol. 2 No. 3 (2023): December Special Issue of The QUEST: Journal of Multidisciplinary Research and Development
Articles

Marketing Strategies of Retail Enterprises in Guangdong, China: Basis for Marketing Plan

  • Chen Tuli,
  • Jennifer Fronda
Chen Tuli
Guangdong Institute of Science and Technology, Guangdong, China
Jennifer Fronda
Nueva Ecija University of Science and Technology
DOI: https://doi.org/10.60008/thequest.v2i3.153

Published 12/30/2023

Keywords

  • Development strategy; Marketing strategy; Product; Promotion; Retail enterprises

How to Cite

Tuli, C., & Fronda, J. (2023). Marketing Strategies of Retail Enterprises in Guangdong, China: Basis for Marketing Plan. The QUEST: Journal of Multidisciplinary Research and Development, 2(3). https://doi.org/10.60008/thequest.v2i3.153

Copyright (c) 2023 The QUEST: Journal of Multidisciplinary Research and Development

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Abstract

Retail is the cornerstone of consumer goods distribution, propelling production, distribution, and related services in China's economy. As the market economy advances, retail enterprises in Guangdong Province are expanding and facing intensified competition, highlighting the pivotal role of the value chain development model in shaping marketing strategies and competitiveness. Through a comprehensive survey, this paper delves into the marketing strategies of these enterprises, revealing successes in areas such as procurement, promotion, sales, and distribution, and also identifying persistent challenges in core functions like Distribution of Goods. While these enterprises have positively impacted productivity, market reach, and financial performance, there remains a need to enhance competitive advantage and overall effectiveness. Consequently, this study proposed a new marketing development strategy focused on optimizing distribution processes, fostering competitive advantages, and enhancing overall business performance in Guangdong's vibrant retail landscape.

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