SURVEY OF INTEGRITY MARKETING IN TECHNOLOGY-BASED SMEs IN ANHUI, CHINA
Yu, Xiao (2010)
Lataukset:
Savonia-ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201005189696
https://urn.fi/URN:NBN:fi:amk-201005189696
Tiivistelmä
The thesis concentrates on investigating and describing the current situation of integrity marketing in technology-based SMEs in Anhui, and attempting to explore the principles of integrity marketing. The objective is to provide some guidelines for technology-based SMEs.
The main research approaches include qualitative research and quantitative research. The methods utilized in the research are analysis of literature and internet resources, focus groups, and a questionnaire survey. Theoretical research consists of the concept of integrity marketing, cost-benefit analysis on integrity marketing, and integrity marketing environment analysis. The empirical study is implemented by focus group discussion on integrity marketing, and questionnaire of integrity marketing in technology-based SMEs.
The results of the survey show that technology-based SMEs are having a relatively good awareness on integrity marketing; however, their integrity behaviour has been impacted easily by the factors of internal and external environment of enterprises. Therefore, by integrating empirical study with theoretical research, the thesis strives to offer suggestions to integrity marketing in technology-based SMEs from internal and external construction of enterprises, thereby propelling the sustainable, sound and fast development of enterprises.
The main research approaches include qualitative research and quantitative research. The methods utilized in the research are analysis of literature and internet resources, focus groups, and a questionnaire survey. Theoretical research consists of the concept of integrity marketing, cost-benefit analysis on integrity marketing, and integrity marketing environment analysis. The empirical study is implemented by focus group discussion on integrity marketing, and questionnaire of integrity marketing in technology-based SMEs.
The results of the survey show that technology-based SMEs are having a relatively good awareness on integrity marketing; however, their integrity behaviour has been impacted easily by the factors of internal and external environment of enterprises. Therefore, by integrating empirical study with theoretical research, the thesis strives to offer suggestions to integrity marketing in technology-based SMEs from internal and external construction of enterprises, thereby propelling the sustainable, sound and fast development of enterprises.