MARKETING CAPABILITY, MARKETING STRATEGY, AND PERFORMANCE OF LIQUOR ENTERPRISES: A PERSPECTIVE OF RETAILERS IN GUIZHOU, REPUBLIC OF CHINA
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This research aims to 1) study the levels of marketing capability, marketing strategy, and performance of liquor enterprises in Guizhou Province and 2) analyze the effects of marketing capability and marketing strategy on the performance of liquor enterprises in Guizhou Province. A quantitative research approach was applied in this study with a sample size of 392 retailers of M-Group enterprise in Guizhou Province, Republic of China. Data analysis employed descriptive statistics, including percentage, mean, and standard deviation for demographic characteristics, while multiple regression statistics were calculated to analyze related factors and test hypotheses. The study results have revealed that marketing capabilities and strategies positively influence the enterprise’s performance, with statistical significance at the 0.001 level, and can predict 50.80% of Guizhou liquor enterprise performance. The study results provide recommendations for policymakers and entrepreneurs to develop effective marketing capabilities and strategies to influence and ultimately improve the corporate performance of Guizhou liquor enterprises in China.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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