RESEARCH ON BRAND CONSTRUCTION AND MARKETING OF WAHAHA GROUP IN CHINA

Weijie, Zhao (2025) RESEARCH ON BRAND CONSTRUCTION AND MARKETING OF WAHAHA GROUP IN CHINA. Masters thesis, Universitas Pendidikan Ganesha.

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Abstract

Brand construction is one of the significant activities that could be associated with different companies and their capacities of growing the opportunity in a competitive market. The beverage industry of China is among others that observe progressive growth through recent years, making the potential of strong competition among businesses also probable. A literature review is one of the most ignorant sections of the thesis paper analysed the research on brand construction and marketing of the Wahaha group in China. The theoretically underpinned by relevant Consumer Culture Theory (CCT), Integrated Marketing Communications (IMC) Theory and Diffusion of Innovation Theory in this chapter. A conceptual framework has been developed to develop a relation between the dependent and independent variables of this research thesis. The strategies plays an important role in marketing, Wahaha has implemented various kinds of strategies that are used for earning a huge amount of profit. In this generation the new technologies enabled the companies like Wahaha for expanding their business by implementing some impactful strategies to strengthen their business and to hold a strong position in the market for the betterment of the companies like Wahaha. Enhancing digital marketing leveraging, brand construction, innovative product lines,fostering the practices of sustainable, addressing regulatory challenges, strengthening distribution channels and expanding market reach will ensure that Wahaha continues to thrive the consumer preferences and changing market conditions. These recommendations should help the Wahaha to navigate the complexities of the modern market while sustaining the brand equity and ensuring long-term success.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Business, Brand, Construction, Awareness, Marketing, Wahaha, China, Digital, Technology, Innovation, Position
Subjects: L Education > L Education (General)
Divisions: Pascasarjana > Program Studi Ilmu Manajemen (S2)
Depositing User: Zhao Weijie
Date Deposited: 05 Mar 2025 05:20
Last Modified: 05 Mar 2025 05:20
URI: http://repo.undiksha.ac.id/id/eprint/23676

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