Digital Marketing Strategy Development to Competitive Advantage
Article Sidebar
Main Article Content
Abstract
The purposes of this research were to: 1) to study the situation of marketing problems and competitive strategies of community enterprises jasmine rice grower beef cattle of Ban Nong AR Khun, Prasat Subdistrict, Huai Thap Than District Sisaket Province, 2) to develop digital marketing strategies to create competitive advantages of community enterprises, 3) to study the relationship between digital marketing strategies and the competitive advantages of community enterprises, and 4) to study the relationship between the competitive advantages of community enterprises gained competitive advantage through efficiency in marketing operations. The target groups for collecting qualitative data were 13 people and quantitative data were 55 people. Using descriptive statics method and multiple regression for hypotheses testing. Findings were as follows; 1) the situation of marketing problems in beef cattle feed products were not enough to meet the demand. Competitive strategies of community enterprise groups were to make a difference by improving beef cattle feed formulas and many formulas. In addition, using cost strategies to reduce production costs. 2) Digital marketing strategy development, It was found that there was a focus on social media through communication channels and building relationships with other websites. 3) Digital marketing strategies have a positive relationship and impact on the competitive advantage of community enterprise groups, especially social media orientation and affiliate relationship capability and 4) Competitive advantage has a significant relationship and positive impact on efficiency of marketing performance.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นลิขสิทธิ์ของวารสารทดสอบระบบ ThaiJo2 หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารทดสอบระบบ ThaiJo2 ก่อนเท่านั้น
References
Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, 14(4), 222–232.
Community Enterprise Promotion Division Department of Agricultural Extension. (2016). Interesting community enterprises. http://www.sceb.doae.go.th/Ssceb2.htm [in Thai]
Community Enterprise Promotion Division Department of Agricultural Extension Sisaket Province. (2021). Community enterprise information/community enterprise network. http://www.smce.doae.go.th/ [in Thai]
Hair, J., Black, B., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate data analysis. Prentice Hall, Upper Saddle River, NJ.
Information and Statistical Data Group Information and Communication Technology Center, Department of Livestock Development. Report on the number of Beef cattle farmers in the year 2021. https://opendata.nesdc.go.th/ [in Thai]
Khankaew, C. (2019). Digital marketing strategy and marketing performance evidence from service businesses in Thailand. Chulalongkorn Business Review, 41(159), 1-32. [in Thai]
Krueger, R. A., & Casey, M. A. (2000). Focus groups: A practical guide for applied research. Thousand Oaks, CA: Sage.
Kwangsawad, A. & Chaipattanametee, P. (2013). Factor to Accomplish the Affiliate Marketing for Internet Entrepreneur: A preparation to AEC. Rajamangala University of Technology Rattanakosin. [in Thai]
Laudon, Kenneth C. & Guercio traver,carol. (2004). E-commerce: business, technology, society (2th ed.). Boston: pearson/Addission wesley
Lie, D., Inrawan, A., Sisca, S., Silitonga, H. P., & Sudirman, A. (2023). Adoption of social media marketing: Contribution of knowledge management and market orientation to competitive advantages. Acceleration of digital innovation and technology towards society 5.0, 185-192.
Maesincee, S. (2016). Unraveling the code for "Thailand 4.0", creating a new economy, overcoming the middle-income trap. http://www.thairath.co.th/ content/613903 [in Thai]
Marquardt, M. J. (2011). Developing the learning organization building the learning organization: Mastering the 5 elements for corporate learning. (Wicharn, B., translator). (8th ed.). Expert Net. [in Thai]
Miller, A., & Dess, G. G. (1996). Strategic management (2nd ed.). McGraw-Hill.
Muangsan, R., & Watakit, U. (2021). Marketing Development for Silk Business Entrepreneur in Nakhochaiburin. Journal of MCU Peace Studies, 9(2), 817-829.
Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1(2), 1-15.
Panpanasakul, C., & Lalitsasiwimon, W. (2019). Creating competitive advantage with information technology and innovation of hotel business in Thailand : Literature Review. MUT Journal of Business Administration, 16(2), 19-39. [in Thai]
Phattiyathani, S. (1998). Educational measurement. Maha Sarakham. Department of Educational Evaluation and Research. Srinakharinwirot University, Maha Sarakham. [in Thai]
Porter, M. E. (2007). Technology and Competitive Advantage. The Journal of Business Strategy. 5(3), 60-78.
Rosenbusch, N., Brinckmann, J., & Bausch, A. (2011). Is innovation always beneficial? A meta-analysis of the relationship between innovation and performance in SMEs. Journal of Business Venturing, 26(4), 441-457.
Ruenrom, G. (2018). The identification of research problems in digital marketing for Thailand in the future. Chulalongkorn Business Review, 40(157), 100-140. [in Thai]
Vorhies, D., & Morgan, N. (2005). Benchmarking marketing capabilities for sustained competitive advantage. Journal of Marketing, 69(1), 80-94.
Yasa, N., Giantari, I., Setini, M., & Rahmayanti, P. (2020). The role of competitive advantage in mediating the effect of promotional strategy on marketing performance. Management Science Letters, 10(12), 2845-2848.
