Business Performance of Selected Apparel Companies in Jiangxi, China Through Media Marketing: Developing A Comprehensive Sales Performance Evaluation Model

This study aimed to analyze the media marketing strategies and business performance of global Chinese garment enterprises, with a focus on developing a comprehensive sales performance evaluation model. The model aims to align with the latest marketing trends, emphasize global business operations, and foster the sustainable growth of Chinese apparel enterprises in an increasingly competitive international market. By understanding the interplay between marketing strategies and business outcomes, this research provides valuable insights into optimizing sales performance in the garment sector. The study adopted a descriptive-comparative-correlational design, enabling an in-depth analysis of the relationships and differences among variables. Data were collected from employees of three well-established garment enterprises in Jiangxi Province: Company A, Company B, and Company C. A total of 323 employees from these companies were randomly selected to ensure a representative sample for the study's objectives. To guarantee the reliability and accuracy of the findings, the investigation employed a standardized assessment tool. This tool was developed using a self-constructed survey questionnaire specifically designed to capture critical data on media marketing strategies and their impact on business performance. The questionnaire assessed various dimensions of marketing efficiency, employee perspectives, and organizational performance metrics. The findings of this study are expected to provide actionable recommendations for Chinese garment enterprises aiming to enhance their global competitiveness. Additionally, the results will contribute to a broader understanding of the strategic role of media marketing in fostering sustainable business growth.