ส่วนผสมทางการตลาดของธุรกิจในเขตพัฒนาเศรษฐกิจพิเศษภาคเหนือตอนบน

ชัยยุทธ ชิโนกุล

บทคัดย่อ

The objective of this study is to study Marketing Environments, Marketing Mix, and Marketing Environments affecting Service Marketing Mix of enterprises in Upper Northern Special Economic Zone (Ching Rai province). The study employed both qualitative and quantitative research. Questionnaire was a research tool used to collect quantitative data from sample chosen from the Chiang Rai Chamber of Commerce members to complete 214 questionnaires; structured interview was also applied as a qualitative research tool. The quantitative research showed majority of sample units were male, 31-40 year-old retailers. Overall the sample considered the external environments “Opportunities” at a “High” level, and “Threats” at a “Low” level. Journals, mobile devices together with accessories are best-selling items, respectively.The products are mostly distributed through retail channel and priced with cost-plus pricing strategy. For sales boost, advertising is a key promotional tool mainly displayed on signage. Opinion on 7Ps Marketing Mix is totally rated at a “High” level. Marketing environments—economic and technology affected service marketing mix. According to qualitative research, the Upper Northern Special Economic Zone is probably successful due to its geographical factor which supports North-South Economic Corridor (NSEC). There are three districts, in three border checkpoints located in the special economic zone which have potential in trade, travel, and agriculture.It is advisable that special economic zone policy be kept continued under any government. There should be no further development in a new special economic zone if any obstacles were found.Road and railway construction should be constructed to facilitate development in this area. Further, the government has to determine an obvious policy on foreign investment control to prevent agricultural market monopoly. It is desirable that the Federation of Chiang Rai Industries along with the Chiang Rai Chamber of Commerce enable enterprises to secure their sustainable growth in the Upper Northern Special Economic Zone.