กลยุทธ์การสื่อสารการตลาดของธุรกิจสินเชื่อรถยนต์ บริษัท ลีสซิ่งกสิกรไทย จำกัด

Abstract

The  objectives of  were  to  study  “the  marketing communication strategies Leasing Auto  Finance of Kasikorn Leasing Company Limited” is a type of Qualitative research methods were used to arolyze data from related documents during 4 Years (2011-2014) and in-depth interviews with ex-manager, manager and 5 subordinater. The result of this research found that the company has planned their marketing communication strategies in 7 processes. Starting with analysizing current marketing situation, target customers, establishing marketing communication objective, design the message, selecting marketing communication tools, setting the total promotion budget measurement and evaluation.  Moreover, it found money achievements for Kasikorn Leasing Company Limited management concept of “K-Value Chain Solutions” to customer-centric and dintegrated marketing communication tools: public relations, advertising and sale promotion. In addition, they applied the personal selling and direct marketing to put the marketing communication through the target customers for maximum efficiency.