The Impact of Marketing Methods on Consumers' Consumption Strategies-Taking Master Kong’s as an Example
Year: 2025
Type: article
Abstract: As a country with a large population, China has a vast fast-moving consumer goods market. Master Kong is one of them, competing with Uni-President Enterprises, Jinmailang Beverage and other companies for market share. At the same time, scholars must always be vigilant about the impact of the takeaway industry on the fast-moving consumer goods industry, and the increasing popularity of the concept of healthy living in recent years has also posed a major challenge to the fast-moving consumer goods industry. This article will start with studying Master Kong's marketing methods to explore how Master Kong can maintain its competitiveness in adversity, while continuously increasing corporate revenue and expanding the company's influence in China and even the world. It will also study its marketing strategies, including brand co-branding and product design strategies, and communication channel layout to analyze the impact on specific consumer behaviors. Of course, this article also gives relevant examples and makes reference suggestions and hopes that Master Kong will continue to maintain its competitiveness in the future and write its own story.
Author: Qi Wang
Institution: City University of Macau
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413183000