กลยุทธ์การตลาดเพื่อสร้างคุณค่าการรับรู้อาหารไทยประยุกต์สู่อาเซียน
Keywords:
Service Marketing Strategy, Perceived Value, Thai Fusion food, ASEAN MarketAbstract
The research is aimed at studying and surveying the Thai fusion food business
around the gateway to ASEAN and to study the marketing strategy of perceived value for
Thai fusion food to the ASEAN market. This was a survey research, applying questionnaires
to 693 Thai food entrepreneurs in Bangkok metropolis and outskirt areas and rural areas
(specifically gateway to ASEAN). data analysis consisted of frequency, percentage, mean,
standard deviation, and skewness. The research indicated that factors of fusion food
mostly were general food 57.30 percent, ala carte 89.90 percent, number of personnel not
over 25 61.0 percent, time of establishment 11 – 20 years (59.70 percent), upcountry
location (52.40 percent), AEC marketing was Thailand 73.6 percent, ASEAN market
averaging 4.77, Thai fusion food information through internet media (79.90 percent),
present performance compared with the past year increase profit not more than 25
percent (58.70 percent), Thai fusion food business had service marketing strategy of
perceived value in Thai fusion food to ASEAN market at a high level (χ
= 3.77), for service
marketing strategy (χ
= 4.02) such as strategy of food and customers’ demand,
communication, convenience, managerial cost. In the case of Thai fusion food valued
perception, it was at a high level (χ
= 3.52) and covered environment, good food price,
quality of service, admirable acceptance, happiness in dining, times and energy,
reputation, food nutrition and safety.
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