The Marketing Strategies of the Thai Rice Business in Xi’an City，Shaanxi Province , China
Keywords:
Chinese rice market, Thai rice in Xi’an market, Marketing strategies, 4PsAbstract
Thai rice positioned as a high-end imported product which faced many matters during selling process in Xi’an City. Marketing strategy had a crucial impact on long-term survival and development of enterprises. This study aimed to found which factor will influence the marketing strategy in Thai rice business as marketing mix as research variables. The data used structured interview technique on six interviewees who expert in Thai rice business from four successful enterprises in Xi’an. The study results showed that four factors played different roles in marketing strategy and for Thai rice business, “place” had highest impact on strategy planning, because place directly related to the speed and area of the product into the market. Followed by “product” which was the basic of the trade, the symbol of corporate image and brand. Then showed the contradictory opposition on“promotion” and “price”.
References
Berger, Tita.(2016). Place, imaginary, identity: Place ethnography in truth or consequence.
Bhadra, Amit.(2013).”Innovative Approaches to Non Price Sales Promotion”.
Asia Pacific Journal of Management & Entrepreneurship Research.
Bolar, K., & Shaw, B.(2015).End-user Acceptance of Online Shopping Sites in India. Journal of Internet Banking and Commerce 20.2.
Blankson, Charles& P. Kalafatis, Stavros.(2014).Comparisons of media types and congruence in positioning of service brands.The Journal of Product and Brand Management
Biggs, Helen F.,& Calvert, Philip (2013). Marketing to teens: a study of twoNewZealandpubliclibraries.Vol. 34, Iss. 8/9,705-719.
Cole Ehmke, Joan Fulton, & Jayson Lusk (2013). Marketing’s Four P’s: First Steps for New Entrepreneurs
Chinese business directory. National Enterprise Credit Information, 2015.From http://www.qiye.gov.cn/
Danes, Jeffrey E & ; Lindsey-Mullikin, Joan (2012).Expected product price as a function of factors of price sensitivity. The Journal of Product and Brand Management
Elaine Barnett & James Thomas (2009). Methods for the synthesis of qualitative research: a critical review
Fink A & Litwin M.S.(2002), From Albaugh, Jeffrey, MS, APRN, CUCNS; Hacker, Eileen Danaher, PhD, APN, AOCN
(2008). Measurement of Quality of Life in Men With Prostate Cancer Food and Agriculture Organization (FAO). Statistics of World Economic Situation. 2015.From:http://www.fao.org/home/en/
Gordon, Ross. (2012). Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal
Goi, T. (2011). An Analysis of Marketing Strategies of Boutique Hotels in Thailand.
Gordon, Ross. (2012). Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal
Guangyang Liu (2016). Rice Market Investigation Report 2012-2016. Time, December 2016.
Haak, Steffen& Weinhardt, Christof (2014).Optimizing customized services: efficient computation in large Service Value Networks. Information Systems and eBusiness Management; Heidelberg Vol. 12, Iss. 3, (Aug 2014): 307-335.
Hon, Robin Fairlie (2011). Naked marketing: How the 4Ps have destroyed business and what to do instead. Journal of Direct, DataandDigitalMarketingPractice;Basingstoke:Vol. 12, Iss. 3.
Jackson, Graham & Ahuja, Vandana (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice.
Jessa S. ( 2014). The Marketing Mix. From www. Marketing teacher.com
Jiaxun Yu (2012).Market Strategy Design of Emerging Industrial Products
Jing Wang (2016). Behavioral Psychology in Sales.Khan, Muhammad Tariq (May, 2014). The Concept of ‘Marketing Mix’ and its Elements (A Conceptual Review Paper).
Kalafatis Stavros P. (2010). The differential impact of brand equity on B2B co-branding. London, UK.
Luca, Nadina Raluca & Suggs, L Suzanne (2010). Strategies for the Social Marketing Mix: A Systematic Review. Social Marketing Quarterly, Vol. 16, Iss.4.
Manasan, Rosario G (2011). Reforming Social Protection Policy: Responding to the Global Financial Crisis and Beyond
Martensen, Anne& Mouritsen, Jan (2016).Using the power of Word-Of- Mouth to leverage the effect of marketing activities on consumer responses.
Murshid, Mohsen Ali, & Mohaidin, Zurina (2016). Physician perceived value as a mediating variable between marketing mix strategy and physician satisfaction. Asia Pacific Journal of Marketing and Logistics; Patrington Vol. 28, Iss. 5.
Myers, Dante P.,& Major, Debra A (2017)Work–Family Balance Self- Efficacy’s Relationship With STEM Commitment: Unexpected Gender Moderation. The Career Development Quarterly.
Manasan, Rosario G (2011). Reforming Social Protection Policy: Re sponding to the Global Financial Crisis and Beyond.
Murshid, Mohsen Ali; Mohaidin, Zurina; Yen Nee, Goh;(2016).Physician perceived value as a mediating variable between marketing mix strategy and physician satisfaction. Asia Pacific Journal of Marketing and Logistics; Patrington
Muangkhot, Sureerat; Ussahawanitchakit, Praprukbaramee.(2015). Strategic marketing innovation and marketing performance: an empirical investigation of furniture exporting businesses in Thailand.The Business & Management Review.
Mingyang Yu .(2009). World economic structure. Personal Interview. Nusari J.(2010). Brand Management and Business Value.
Naeem Muhammad, Salam, Abdus and Ali, Muhammad (2011).Breeding performance of sustainable fish Ctenopharyngodon idella through single intramuscular injection of Ovaprim-C at Bahawalpur, Pakistan
Ozkaya, Hayri Erkan. (2011).The antecedents and the consequences of innovation capabilities
Pongpatipat, Chatdanai (2014).The effect of online reviews on attitude and purchase intention: How consumers respond to mixed reviews
Qingchun Li. (2014). Rice Market Investigation Report 2010-2014. Time December 2014.
Qing Su .(2016). Culture of Chinese Food and habitue..
Ruiliang,Yan. (2008).Pricing strategy for companies with mixed online and traditional retailing distribution markets. The Journal of Product and Brand Management.
Singh, Ranjit and Bhowal, Amalesh. (2011). Development of market- ing-driven measure of risk perception. The Journal of Risk Finance. Vol. 12,2: 140-152.
Susan Kirkland.(2009). Marketing Using the 4Ps: Product,Place,Price and Promotion.。
Sarkar, Dev Narayan and Pareek, Gagan.(2013). Rural Marketing Mix in Bhutan: An FMCG Perspective, IUP Journal of Management Research.
Shuval Kerem, & Harker Karen.(2011). Is Qualitative Research Second Class Science?. A Quantitative Longitudinal Examination of Qualitative Research in Medical Journal
Ta Peter. (2014). Evaluation of a 4-Phase Bioimplant as a Delivery Vehicle for rhBMP-2
Thusyanthy, Vadivelu; Senthilnathan, Samithamby(2012). Customer Satisfaction in Terms of Physical Evidence and Employee Interaction. IUP Journal of Marketing Management.
Tollin, Karin & Schmidt, Marcus (2015).Marketing’s contribution from the perspective of marketing executives.Marketing Intelligence & Planning; Bradford Vol. 33, Iss. 7,
Virvilaite (2009). Visual Merchandising Impact on Impulse Buying Behaviour. Procedia - Social and Behavioral Sciences.Volume 213, 1 December 2015.
World Market and Trade. December 30, 2016. From apps. fas. usda. gov/ psdonline /circulars/grain-rice.pdf
Wood, Matthew (2012).Marketing social marketing.Journal of Social Marketing
Wong, Stanley Kam-Sing.(2012).The influence of green product competi tiveness on the success of green product innovation. European Journal of Innovation Management. Vol. 15, 4: 468-490.
Xiangyun Wu (2009). Marketing management.
Xiucheng Fan & YuXiang Zheng (2014). Marketing Management: New
Development of Theory and Practice
Xiawen Sheng(2015)Competitive Relationship between Vegetable Trade under the Agreement of Zero Tariffs on Agricultural Products between China and Thailand.
Yuyun Zheng.(2013).The Current Situation and Development Prospect of Sino - Thai on Economic and Trade Relations. Trade Economy, vol 3.
Zhidong Zhang (2015).Current Analysis and Forecast of Chinese Rice Market.
Zhimin Tang and Orrasa Rattana-amornpirom (2012). Trade Aspect of Asian Rice Market : The Prospect of Thai Rice Export to China.
