The Future Improvement of Darry Ring and its "only" Marketing Strategy
Tang, Jinshen; Chen, Si (2015)
Savonia-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015061713504
https://urn.fi/URN:NBN:fi:amk-2015061713504
Tiivistelmä
Abstract
Darry Ring is one of successful Chinese brands which uses integrated marketing and new media strategies. The main objectives of the thesis were to analyze the success of integrated marketing and new media strategies, and to investigate relevant customer behavior.
First, the concepts of marketing strategies were explained. Then, a case study demonstrates the effects of integrated marketing and new media strategies. Moreover, an online survey and 4 tele-phone interviews were conducted to collect data on purchasing behavior.
The result shows that integrated marketing and new media strategies may motivate customers to make a purchase. However, competitive advantages can decrease with the entry of a big amount of market followers in the market. The value of consumption resulting from social comparison con-tributes considerably to the success of integrated marketing and new media strategies. In addi-tion, the thesis has referencing value for future development of Darry Ring.
Darry Ring is one of successful Chinese brands which uses integrated marketing and new media strategies. The main objectives of the thesis were to analyze the success of integrated marketing and new media strategies, and to investigate relevant customer behavior.
First, the concepts of marketing strategies were explained. Then, a case study demonstrates the effects of integrated marketing and new media strategies. Moreover, an online survey and 4 tele-phone interviews were conducted to collect data on purchasing behavior.
The result shows that integrated marketing and new media strategies may motivate customers to make a purchase. However, competitive advantages can decrease with the entry of a big amount of market followers in the market. The value of consumption resulting from social comparison con-tributes considerably to the success of integrated marketing and new media strategies. In addi-tion, the thesis has referencing value for future development of Darry Ring.