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Proceedings of the 3rd International Conference on Mathematical Statistics and Economic Analysis, MSEA 2024, May 24–26, 2024, Jinan, China

Research Article

The Impact of Product and Pricing on X Smartphone Company Marketing Strategy: A Case Study of Nanning, Guangxi, China

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  • @INPROCEEDINGS{10.4108/eai.24-5-2024.2350047,
        author={Feng  Tang and Tatchapong  Sattabut and Chaiyawit  Muangmee and Nusanee  Meekaewkunchorn},
        title={The Impact of Product and Pricing on X Smartphone Company Marketing Strategy: A Case Study of Nanning, Guangxi, China },
        proceedings={Proceedings of the 3rd International Conference on Mathematical Statistics and Economic Analysis, MSEA 2024, May 24--26, 2024, Jinan, China},
        publisher={EAI},
        proceedings_a={MSEA},
        year={2024},
        month={10},
        keywords={product strategy pricing strategy marketing strategy},
        doi={10.4108/eai.24-5-2024.2350047}
    }
    
  • Feng Tang
    Tatchapong Sattabut
    Chaiyawit Muangmee
    Nusanee Meekaewkunchorn
    Year: 2024
    The Impact of Product and Pricing on X Smartphone Company Marketing Strategy: A Case Study of Nanning, Guangxi, China
    MSEA
    EAI
    DOI: 10.4108/eai.24-5-2024.2350047
Feng Tang1, Tatchapong Sattabut1, Chaiyawit Muangmee1, Nusanee Meekaewkunchorn1,*
  • 1: Bansomdejchaopraya Rajabhat University
*Contact email: nusanee.me@bsru.ac.th

Abstract

This study examines the impact of product and pricing strategies on X smartphone company's marketing strategy in Nanning, Guangxi, China. It analyzes the company's core, formal, expected, additional, and potential products, along with cost-based, competitive, and customer-oriented pricing, to understand their influence on marketing strategy. Using a quantitative method, the research collected 406 valid questionnaires to explore the relationship between these factors and the company's marketing approach. The results reveal that core products and customer-oriented pricing have the most significant impact on the marketing strategy, while cost-based and competitive pricing also play crucial roles in market positioning and brand perception. This study offers insights into how product and pricing strategies shape a company's marketing strategy in a dynamic market environment like Nanning, Guangxi, China.

Keywords
product strategy pricing strategy marketing strategy
Published
2024-10-01
Publisher
EAI
http://dx.doi.org/10.4108/eai.24-5-2024.2350047
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