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