กระบวนการสื่อสารส่งเสริมการตลาดสมุนไพรอภัยภูเบศร

Abstract

The objectives of this research are (1) to study the communication process to promote the marketing of Abhaibhubej herbal products of the Foundation of Chao Phraya Abhaibhubej through various communication channels; (2) to study factors that facilitate the branding process of ‘Abhaibhubej’ via in-depth interviews with the pharmacist and set of questionnaire is used to collect quantitative information from 420 male and female samples whose age ranked from 20 to 60 years. The questionnaires are distributed in Bangkok and Prachinburi. The findings from the research show that in the communication process aimed at promoting the marketing of Abhaibhubej Herb Products, there are mutual communications among communicators in the organization so as to disseminate the knowledge. The mentioned messages are communicated via three channels, i.e., press, human media and specialized media, to the receivers which are the public.The information obtained from the questionnaire survey reveals that the medium that enables the tidings concerning Abhaibhubej Herbal Products to reach most samples is the human medium, Internal factors include the incidents that all the administrators and the operational staffs of the organization have the work philosophy that goes in the same direction; the foundation is a non-profitable organization; the marketing scheme of the organization is academic; the organization has the headquarters that has historical and architectural values; the products are reliable in terms of safety; and the production process does not harm environments. External factors include the healthy concern that has become fashionable, the people who use the products and the economy that has enforced people to spend less money.