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.

	PDF Che Chang Hi_thesis.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (1MB)
	PDF Ly Thu Thao_BA KM angol bírálati lap Kulső.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (184kB)
	PDF Ly Thu Thao_BA KM angol bírálati lap BELSŐ.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (136kB)

Absztrakt (kivonat)

<p dir="ltr" style="text-align:left;"></p><p><i>In recent times, there has been a notable surge in the growth and advancement of the social media platform, TikTok. The significant expansion is occurring on a global scale and in substantial quantities. The sudden popularity of an entirely new social networking platform poses both prospects and obstacles for enterprises. The objective of this research paper is to analyze the marketing strategy of Che Chang Hi, a recently established enterprise that has achieved remarkable growth through leveraging the TikTok platform. The research employed secondary data to collect information pertaining to the promotional activities undertaken by Chang Hi. To assess customer satisfaction, the study utilized a questionnaire approach via Google Forms. In the end, Barry Connolly's Social Media Brand Community model was set as the framework to give the evaluation of the strategy with the results collected from the survey and previous documents. After 3 weeks of collecting answers for the survey, the final obtained number was 212 responses from the 4 generations of ages: under 18 years old, 18 to 35 years old, 36 to 50 years old, and over 50 years old. The conclusion was an eventual assessment of the strategy if it was successful or failed and an illustration of SWOT of these circumstances. Furthermore, recommendations were provided for brands who are planning to apply a similar promotion method.</i></p><br><p></p>

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

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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