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

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

Chen Tuli
Guangdong Institute of Science and Technology, Guangdong, China
Jennifer Fronda
Nueva Ecija University of Science and Technology

Published 12/30/2023


  • 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


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.

Full PDF


  1. Cai, Y. (2022). Evolution of Promotional Strategies in Response to E-commerce Influences.
  2. Du, B. (2023). Research on O2O transformation model construction and marketing strategy of home appliance retail enterprises. China Business Review(07),73-75. doi:10.19699/j.cnki.issn2096-0298.2023.07.073.
  3. Fernando, A. (2023). Digital Technology Innovations in Distribution Channels.
  4. Hu, R. (2023). Research on inventory procurement and management of cosmetics retail chain enterprises. Mass Investment Guide (02), 44-46.
  5. JIN Jiangyan. (2023). The Impact of Supply Chain Concentration on Value Creation of Retail Enterprises: An Empirical Analysis Based on Data of Listed Wholesale and Retail Enterprises. Journal of Business Economics(05),54-57.
  6. Mengting, L., & Yan, J. (2018). Descriptive Research Methods in Understanding Market Dynamics.
  7. Wu, Q. (2020). Marketing Reform and Challenges of Retail Enterprises in the Era of Artificial Intelligence. Management and Technology of Small and Medium-sized Enterprises (First Issue)(09),152-153.