Chinese rice market; Thai rice in Xi’an market; Marketing strategies; 4Ps
摘要
Thai rice positioned as a high-end imported product which faced many matters during selling process in Xi’an City. Marketing strategy had a crucial impact on long-term survival and development of enterprises. This study aimed to found which factor will influence the marketing strategy in Thai rice business as marketing mix as research variables. The data used structured interview technique on six interviewees who expert in Thai rice business from four successful enterprises in Xi’an. The study results showed that four factors played different roles in marketing strategy and for Thai rice business, “place” had highest impact on strategy planning, because place directly related to the speed and area of the product into the market. Followed by “product” which was the basic of the trade, the symbol of corporate image and brand. Then showed the contradictory opposition on“promotion” and “price”.
目次
Introduction 117 Literature Review 118 Marketing Strategy 118 Assumption 1: Product is the factor that influence Thai rice business strategy 120 Assumption 2: Price is the factor that influence Thai rice business strategy 120 Assumption 3: Place is the factor that influence Thai rice business strategy 121 Assumption 4: Promotion is the factor that influence Thai rice business strategy 121 Conceptual Framework 122 Assumption 122 Methodology 123 Specific Process of research 123 1. Numbers of the Thai rice Business in Xi’an 123 3. Tools for research 125 4. Question Design and Validity 125 Content collecting and analyzing 128 Result 129 Discussion 132 Conclusion 135 References 136
