Guidelines for successful Thai fresh durian export business to the People's Republic of China under the concept of creative economy strategy, entrepreneurial characteristics, and competitive advantages

Abstract

This Article aimed to study (1) the current situation and problems of fresh durian exporters, and (2) propose the guidelines for a successful Thai fresh durian export business to the People's Republic of China under the concept of creative economy strategy, entrepreneurial characteristics, and competitive advantages. The research design is qualitative research, using the concepts of entrepreneurial characteristics, creative economy strategy, competitive advantage, and business success as the research framework. The research areas were the Central, Northeastern, Western, Northern, and Southern regions. Key informants were 10 fresh durian exporters. They were selected by a purposive method. The instrument for collecting data was a semi-structured interview. Analyze data by Descriptive statistics and Content Analysis. The research results were found as follows;

1. The results of the research, according to Objective 1, revealed that Thai fresh durian entrepreneurs currently maintain a competitive advantage in the Chinese market due to their reputation and experience. However, key challenges include strict quality control measures, high costs and transportation, and competition from Vietnam. At the same time, there are limitations in the knowledge of small entrepreneurs and marketing that need to adapt to Chinese consumer behavior.


2. The results of the research, according to Objective 2, found four key approaches:
   1) developing innovative entrepreneurs with a global vision; 2) creating differentiation and added value through the creative economy strategy 3) upgrading standards and logistics to create competitive advantage; and 4) building confidence and expanding markets toward sustainability.

The knowledge/findings from this research, integrating entrepreneurial characteristics, creative economy strategy, and competitive advantage, provide new insights that help explain the success of Thai fresh durian exports to China. These insights can be used as strategic and policy guidelines for the future development of the durian industry and other Thai agricultural products.