The Impact of Marketing Methods on Consumers' Consumption Strategies-Taking Master Kong’s as an Example
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The Impact of Marketing Methods on Consumers' Consumption Strategies-Taking Master Kong’s as an Example

Qi Wang 1*
1 City University of Macau
*Corresponding author: T24090116841@cityu.edu.mo
Published on 13 August 2025
Journal Cover
AEMPS Vol.210
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-319-2
ISBN (Online): 978-1-80590-320-8
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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.

Keywords:

Marketing Method, Consumption Strategies, Master Kong.

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Wang,Q. (2025). The Impact of Marketing Methods on Consumers' Consumption Strategies-Taking Master Kong’s as an Example. Advances in Economics, Management and Political Sciences,210,65-71.

References

[1]. Zhu, Q., Li, J., Lin, X., Lu, F., Jang, J.: A BP neural network product design optimization model based on emotional design and sustainable product design. Applied Sciences 14(14), 6225 (2024)

[2]. Design Rush: 3 tasks that product designers do in 2019 - plus, the top 16 product design agencies, according to Design Rush. PR Newswire-PRWeb (2019)

[3]. Folkes, V.S., Matta, S.: The psychology of package size: How larger-looking packages increase product value perceptions. Journal of Consumer Psychology 33(1), 1-14 (2023)

[4]. Zhang, X., Ji, L., Liu, X.: Differentiated advertising, heterogeneous consumers and suitable design of platform merchant. Mathematics 13(10), 1545 (2025)

[5]. Muis, I., Adhi, T.M., Kamalia, R.F.: THE IMPACT OF DIGITAL MARKETING AND INNOVATION ON MARKETING PERFORMANCE IS INFLUENCED THROUGH THE DEVELOPMENT OF A COMPETITIVE ADVANTAGE. Revista De Gestão Social e Ambiental 18(8), 1-17 (2024)

[6]. Tybout, A.M., Artz, N.: Consumer psychology. Annual Review of Psychology 45, 131 (1994)

[7]. Tingyi (Cayman Islands) Holding Corp.: Master Kong Holdings 2023 Annual Report. (2024)

[8]. Quan, H., Li, S., Zeng, C., Wei, H., Hu, J.: Big data and AI-driven product design: A survey. Applied Sciences 13(16), 9433 (2023)

[9]. Lei, X.: The Positive Analysis of Consumer in Purchasing Decision-making. ProQuest Dissertations & Theses Global (2004)

[10]. Bin, S.: Social network emotional marketing influence model of consumers' purchase behavior. Sustainability 15(6), 5001 (2023)

References

[1]. Zhu, Q., Li, J., Lin, X., Lu, F., Jang, J.: A BP neural network product design optimization model based on emotional design and sustainable product design. Applied Sciences 14(14), 6225 (2024)

[2]. Design Rush: 3 tasks that product designers do in 2019 - plus, the top 16 product design agencies, according to Design Rush. PR Newswire-PRWeb (2019)

[3]. Folkes, V.S., Matta, S.: The psychology of package size: How larger-looking packages increase product value perceptions. Journal of Consumer Psychology 33(1), 1-14 (2023)

[4]. Zhang, X., Ji, L., Liu, X.: Differentiated advertising, heterogeneous consumers and suitable design of platform merchant. Mathematics 13(10), 1545 (2025)

[5]. Muis, I., Adhi, T.M., Kamalia, R.F.: THE IMPACT OF DIGITAL MARKETING AND INNOVATION ON MARKETING PERFORMANCE IS INFLUENCED THROUGH THE DEVELOPMENT OF A COMPETITIVE ADVANTAGE. Revista De Gestão Social e Ambiental 18(8), 1-17 (2024)

[6]. Tybout, A.M., Artz, N.: Consumer psychology. Annual Review of Psychology 45, 131 (1994)

[7]. Tingyi (Cayman Islands) Holding Corp.: Master Kong Holdings 2023 Annual Report. (2024)

[8]. Quan, H., Li, S., Zeng, C., Wei, H., Hu, J.: Big data and AI-driven product design: A survey. Applied Sciences 13(16), 9433 (2023)

[9]. Lei, X.: The Positive Analysis of Consumer in Purchasing Decision-making. ProQuest Dissertations & Theses Global (2004)

[10]. Bin, S.: Social network emotional marketing influence model of consumers' purchase behavior. Sustainability 15(6), 5001 (2023)

Cite this article

Wang,Q. (2025). The Impact of Marketing Methods on Consumers' Consumption Strategies-Taking Master Kong’s as an Example. Advances in Economics, Management and Political Sciences,210,65-71.

Data availability

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

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Data-Driven Decision Making in Business and Economics

ISBN: 978-1-80590-319-2(Print) / 978-1-80590-320-8(Online)
Editor: Vartiak Lukáš
Conference website: https://2025.icftba.org/Bratislava.html
Conference date: 12 December 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.210
ISSN: 2754-1169(Print) / 2754-1177(Online)

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