Che Chang Hi’s marketing strategy based on the strong development of TikTok in Vietnam

Ly Thu Thao (2023) Che Chang Hi’s marketing strategy based on the strong development of TikTok in Vietnam. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Inrecent times, there has been a notable surge in the growth and advancement ofthe social media platform, TikTok. The significant expansion is occurring on aglobal scale and in substantial quantities. The sudden popularity of anentirely new social networking platform poses both prospects and obstacles forenterprises. The objective of this research paper is to analyze the marketingstrategy of Che Chang Hi, a recently established enterprise that has achievedremarkable growth through leveraging the TikTok platform. The research employedsecondary data to collect information pertaining to the promotional activitiesundertaken by Chang Hi. To assess customer satisfaction, the study utilized aquestionnaire approach via Google Forms. In the end, Barry Connolly's SocialMedia Brand Community model was set as the framework to give the evaluation ofthe strategy with the results collected from the survey and previous documents.After 3 weeks of collecting answers for the survey, the final obtained numberwas 212 responses from the 4 generations of ages: under 18 years old, 18 to 35years old, 36 to 50 years old, and over 50 years old. The conclusion was an eventualassessment of the strategy if it was successful or failed and an illustrationof SWOT of these circumstances. Furthermore, recommendations were provided forbrands who are planning to apply a similar promotion method.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	business marketing, marketing, marketing strategy, online communication theory, online marketing, Tiktok
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Aug. 03. 16:34
Utolsó módosítás:	2023. Aug. 03. 16:34

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