Study on the Influencing Factors of the Internationalized Marketing Strategy of Agricultural Products of CP Group
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Abstract
This Article aimed to study (1) the influencing factors affect the internationalized marketing strategy of agricultural products of CP Group (2) determine self-innovation, target markets, corporate brand, marketing channels affects Internationalized Marketing Strategy of Agricultural Products of CP Group. This study adopted the quantitative research method, 450 electronic questionnaires were distributed and 397 valid questionnaires were recovered, with a recovery rate of 88.22%. Analysis data by Descriptive statistics and Content Analysis. Combined with comparative advantage theory and international marketing theory.The research results were found as follows: (1) The factors of the internationalized marketing strategy of agricultural products of CP Group are self-innovation, target markets, corporate brand, marketing channels; (2) Self-innovation, target markets, corporate brand, marketing channels has a positive effect on internationalized marketing strategy. Recommendations of internationalized marketing strategy of agricultural products of CP Group should focus as follow aspects: (1) Strengthening independent innovation; (2) Rationalization of target markets; (3) Enhance the brand effect; (4) Improvement of marketing channels.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร มจร ปรัชญาปริทรรศน์
ข้อความในบทความที่ได้รับการตีพิมพ์ในวารสาร ถือเป็นความรับผิดชอบของผู้เขียนบทความ และข้อคิดเห็นนั้นไม่ถือว่าเป็นทัศนะและความรับผิดชอบของกองบรรณาธิการวารสาร มจร ปรัชญาปริทรรศน์
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