Thailand 4.0 and Marketing 3.0: Business Adaptation of Printing Media

Abstract

The main objective of the article was to study the adjustment of printing business under the government policies, Thailand 4.0 and the Global Market “Marketing 3.0” towards the 21st Century Digital Technology, which are socially and economically integrated and changes the way people live in all dimensions. The author tried to collect data and concepts to analyze the impacts of the changes caused by the three aspects (1) Thailand 4.0, (2) Marketing 3.0, and (3) The adjustments of printing media industry for surviving. The government has recently announced to gear the country to Thailand 4.0, which will turn the country into Digital Thailand. According to the trend, Marketing 3.0 focuses on the consumers brand engagement has influenced the printing industry to adapt their business model for survival. The study viewed that (1) technology modification must be considered by the print media establishments, (2) change business model revenue from print media to various media types that are the core strength of printing media, and (3) change operating procedure from contented resets to contented resets plus digital platform.