Analysis of the Determinants of Marketing Strategies of Mountain Bikes in China

Research Article
Open access

Analysis of the Determinants of Marketing Strategies of Mountain Bikes in China

Yifan Li 1*
  • 1 Hefei No.1 High School    
  • *corresponding author guhao1985@hhu.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/38/20231902
AEMPS Vol.38
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-097-4
ISBN (Online): 978-1-83558-098-1

Abstract

Under the condition of highly developed modern market economy, mountain-bike marketing draws wide attention in the society. However, it has not received due attention from relevant parties in academic research. Based on the current situation, particularly the phenomenon of mountain-bike craze, this article takes behavioral economics as the theoretical basis, applying the method of literature and investigation analysis of what factors can influence the marketing of mountain bikes. In this context, this paper, applies a questionnaire to investigate the relevant population, or exactly a semi-structured questionnaire was used in this study, which combines the advantages of fully structured questionnaire and completely unstructured questionnaire, simultaneously making the formulation and implementation of questionnaire more efficient, providing the interviewee with a certain degree of flexibility and freedom. The findings show that consumers’ expectation and the factors of mountain bikes, such as quality and price have a greater impact on its marketing than the price. Accordingly, this paper proposes that mountain bike manufacturers and businesses should take targeted marketing measures on the basis of ensuring product quality, like customized marketing and value marketing.

Keywords:

consumer psychology, mountain bike, marketing

Li,Y. (2023). Analysis of the Determinants of Marketing Strategies of Mountain Bikes in China. Advances in Economics, Management and Political Sciences,38,147-153.
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References

[1]. Ooi, S. K., Yeap, J., and Low, Z.: (2022). Loyalty towards telco service providers: the fundamental role of consumer brand engagement. European business review (1), 34.

[2]. Ibarra-Cantu, C., and D. F. Cheetham: Consumer multicultivation in multicultural marketplaces: Mexican immigrants’ responses to the global consumer culture construction of Tex-Mex as Mexican food." Journal of Business Research 134(2021).

[3]. Akhter, A., Fakir, J., Mamun, A. A., and Molla, R.: Analysing the uses of shock advertisement strategy on consumer products: a study on dhaka city. International Journal of Business and Management, 23(6), 38-52 (2021).

[4]. Wandosell, G., Parra-Meroo, M. C., Alcayde, A., and Baos, R.: Green packaging from consumer and business perspectives. Sustainability, 13(3), 13,56 (2021).

[5]. Dalmarco, D., and Hamza, K. M.: Barriers to the adoption of sustainable standards by consumer goods companies: a conceptual model. International Journal of Innovation and Sustainable Development, 16(1), 82 (2022).

[6]. Vogel, S.: Psychology of the consumer in social media. Floor Covering Weekly (17), 71(2022).

[7]. Fennis, B. M.: Self-control, self-regulation, and consumer wellbeing: a life history perspective. Current opinion in psychology, 46, 101,344 (2022).

[8]. Saxena, R., Kalia, A., Aggarwal, C., and Goyal, S.: Role of consumer psychology and culture in luxury goods consumption. Advances in Social Sciences Research Journal, 8(6), 203-223 (2021).

[9]. Mamlouk, L., and Segard, O.: Big data and intrusiveness: marketing issues. Indian Journal of Science and Technology, 8(S4), 189 (2015).

[10]. Seo, J. H., and Choi, J. T.: Customized mobile marketing platform design utilizing iot based beacon sensor devices. International Journal of Grid and Distributed Computing, 11(8), 57-68 (2018).

Cite this article

Li,Y. (2023). Analysis of the Determinants of Marketing Strategies of Mountain Bikes in China. Advances in Economics, Management and Political Sciences,38,147-153.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-097-4(Print) / 978-1-83558-098-1(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.38
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Ooi, S. K., Yeap, J., and Low, Z.: (2022). Loyalty towards telco service providers: the fundamental role of consumer brand engagement. European business review (1), 34.

[2]. Ibarra-Cantu, C., and D. F. Cheetham: Consumer multicultivation in multicultural marketplaces: Mexican immigrants’ responses to the global consumer culture construction of Tex-Mex as Mexican food." Journal of Business Research 134(2021).

[3]. Akhter, A., Fakir, J., Mamun, A. A., and Molla, R.: Analysing the uses of shock advertisement strategy on consumer products: a study on dhaka city. International Journal of Business and Management, 23(6), 38-52 (2021).

[4]. Wandosell, G., Parra-Meroo, M. C., Alcayde, A., and Baos, R.: Green packaging from consumer and business perspectives. Sustainability, 13(3), 13,56 (2021).

[5]. Dalmarco, D., and Hamza, K. M.: Barriers to the adoption of sustainable standards by consumer goods companies: a conceptual model. International Journal of Innovation and Sustainable Development, 16(1), 82 (2022).

[6]. Vogel, S.: Psychology of the consumer in social media. Floor Covering Weekly (17), 71(2022).

[7]. Fennis, B. M.: Self-control, self-regulation, and consumer wellbeing: a life history perspective. Current opinion in psychology, 46, 101,344 (2022).

[8]. Saxena, R., Kalia, A., Aggarwal, C., and Goyal, S.: Role of consumer psychology and culture in luxury goods consumption. Advances in Social Sciences Research Journal, 8(6), 203-223 (2021).

[9]. Mamlouk, L., and Segard, O.: Big data and intrusiveness: marketing issues. Indian Journal of Science and Technology, 8(S4), 189 (2015).

[10]. Seo, J. H., and Choi, J. T.: Customized mobile marketing platform design utilizing iot based beacon sensor devices. International Journal of Grid and Distributed Computing, 11(8), 57-68 (2018).

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