Thai Sports Industry and the Development of Marketing Strategies

Abstract

In the current social trends, the lives and lifestyles of people change rapidly according to social and technological trends. The trend of health care is constantly increasing and widespread, resulting in business growth related to sports equipment. As a result, the global sports industry has annual revenue generated from 121.4 to 145.3 billion US dollars. Also, the Thai sports industry has grown greatly including the manufacturing of sportswear and accessories, digital media business as well as sports marketing business. It can be seen that the "sports industry" is a crucial business and becomes one of the factors to create economic value and it has an average annual gross domestic product (GDP) growth rate of 5.6 percent. “Sports Industry Development” is included in the 6th National Sports Development Plan (2017 - 2021); however, small and medium businesses still have lower values ​​and net profits as revenue decreases. Therefore, to increase the competitiveness of the sports business, it is necessary to develop the sales channels to reach more customers and what businesses need to consider is the ability to generate income in the changing economy and the ever-changing consumer behavior. To conduct business and maintain quality, there should be a homogeneous mix of online channels and offline channels as a guideline for the development of a perfect and suitable marketing strategy.