กลยุทธ์ส่วนประสมทางการตลาดสำหรับกลุ่มนวดเพื่อสุขภาพชุมชนวัดเขาแก้ว อำเภอเมือง จังหวัดตากแบบมีส่วนร่วม

Abstract

The purposes of this research were to 1.) study strength, weakness, opportunity and threat of massage for health group, Wat Khao Kaew Community, Tak Province 2.) study marketing mix factors that affecting decision making for getting massage for health group, Wat Khao Kaew Community, Tak Province and 3.) to achieve marketing mix strategy for massage for health group, Wat Khao Kaew Community, Tak Province. This survey research was conducted by using mix method between qualitative and quantitative research. Key informant was 17 members of massage for health group, Wat Khao Kaew community. The study instrument was an interview and analyzed data by using context and quantitative analysis as a framework. Sample size was 400 users of massage service which calculated from unknown population by using purposive sampling method. The study instrument were questionnaires and analyzed by statistics software. The statistics used for data analysis were logical thinking, frequency, percentage, mean and standard deviation. The research result indicated that

• The strength of Massage for health group, Wat Khao Kaew community is

provide traditional Thai massage and this is the first grouping of masseuses in Muang disraict, Tak province whom famous for massage and self-made herbal steam. Weakness is masseuses lacking development of new massage knowledge and tend to leave the group to provide their own service after gain more experience. Opportunity is people pay more attention to Thai traditional medical service as alternative choice of health care. Threat is hospitals and government agency that provide Thai traditional medical service.

• The first three marketing mix factors that affecting decision making for

getting massage service are; the people factor or experienced masseuse was ranked the highest, followed by service factor which referred to the standardized massage designated by Ministry of Health and appropriate price with service quality.

• Marketing Mix Strategy for massage for health group, Wat Khao Kaew

community , Muang district, Tak province; the following elements were ranked as the three highest. The first one is the people or service provider by encouraging to develop service providers in all steps and service types. For the knowledge and technique will create different duties and specialization of the individuals. Next is service and product, will increase a variety of service that covering the target group. Including creating product that owned by the group with value added. Lastly, improving and decorating physical evidence by making the unique massage room representing the story of the group.