MARKETING STRATEGIES FOR IMPROVING THE COMPETITIVENESS OF HOME RENOVATION SERVICES IN SHAANXI PROVINCE, CHINA
Article Sidebar
Main Article Content
บทคัดย่อ
This study aims to (1) examine the influence of marketing mix factors product, price, place, and promotion on the competitiveness of home renovation services in Shaanxi Province, China, and (2) propose practical marketing strategies to enhance competitive performance within the industry. The research focuses on entrepreneurs and marketing personnel engaged in the home renovation services sector in Shaanxi Province. The sample size was determined using the Yamane formula, and purposive sampling was applied to ensure that respondents were directly involved in marketing and business decision-making processes. Data were collected through a structured questionnaire and analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis.
The results indicate that all four elements of the marketing mix have a positive and significant relationship with competitiveness. Among these factors, place (service accessibility and distribution channels) and promotion (communication and marketing activities) exert the strongest influence on competitive performance. The findings suggest that home renovation service providers can strengthen their market position by improving service accessibility, enhancing promotional effectiveness, delivering customer value, and maintaining appropriate pricing strategies.
Article Details
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
เอกสารอ้างอิง
Al Badi, K. S. (2018). The impact of marketing mix on the competitive advantage of the SME sector in the Al Buraimi Governorate in Oman. Sage Open, 8(3), 2158244018800838. https://doi.org/10.1177/2158244018800838
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.
Bondarenko, V., & Vyshnivska, B. (2023). Promotional marketing as a method of increasing sales. Three Seas Economic Journal, 4(2), 21–28.
Chaffey, D., & Ellis-Chadwick, F. (2023). Digital marketing (8th ed.). Pearson.
Chen, J., & Han, X. (2014). The evolution of the housing market and its socioeconomic impacts in the post-reform People’s Republic of
China: A survey of the literature. Journal of Economic Surveys, 28(4), 652–670. https://doi.org/10.1111/joes.12076
Jabeen, R., Khan, K. U., Zain, F., Atlas, F., & Khan, F. (2024). Investigating the impact of social media advertising and risk factors on customer online buying behavior: A trust-based perspective. Future Business Journal, 10(1), 123. https://doi.org/10.1186/s43093-024-00367-4
Kotler, P., & Armstrong, G. (2022). Principles of marketing (18th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management. (15th ed.). Pearson.
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2021). Marketing management (16th ed.). Pearson.
Mainali, B., Mahapatra, K., & Pardalis, G. (2021). Strategies for deep renovation market of detached houses. Renewable and Sustainable Energy Reviews, 138, 110659. https://doi.org/10.1016/j.rser.2021.110659
Nagle, T. T., & Müller, G. (2018). The strategy and tactics of pricing: A guide to growing more profitably. (6th ed.). Routledge.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service
quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/0022-4359(88)90014-7
Richardson, N. (2024). The marketing mix. In Sustainable marketing planning (pp. 79–136). Routledge.
Wu, Y., Luo, J., Zhang, X., & Skitmore, M. (2016). Urban growth dilemmas and solutions in China: Looking forward to 2030. Habitat International, 56, 42–51. https://doi.org/10.1016/j.habitatint.2016.05.004
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. (7th ed.). McGraw-Hill Education.
