THE USAGE OF ONLINE COMMUNICATION TECHNOLOGY TO DEVELOP MARKETING MIX OF SMALL AND MEDIUM ENTERPRISES IN NONTHABURI PROVINCE IN THE ERA OF THAILAND 4.0

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วิศนันท์ อุปรมัย
อภิรดี สราญรมย์

Abstract

The objectives of this research are (1) to study the current status of marketing operations, and the needs to apply online communication technology in order to develop marketing mix of SMEs in Nonthaburi, and (2) to propose the guidelines for applying online communication technology in order to improve marketing mix of SMEs in Nonthaburi. The research method is qualitative research by initially studying relevant documents and government policies. Data collection was conducted by in-depth interview from 30 samples of SMEs in Nonthaburi. The research instrument was semi-structured interview questionnaire. Data analysis was conducted by content analysis method. The results revealed that (1) most SMEs in Nonthaburi still lack specific skills for applying online communication technology to efficiently develop their marketing mix, (2) guidelines for applying online communication technology to develop marketing mix including; increasing the efficiency for external and internal communication, developing distribution channels to provide a full range of services for customers, creating the advertisement and public relation to promote their product and their organization image, and giving more knowledge and skills to all staffs focused on applying online communication technology. By adopting and implementing these recommended guidelines, SMEs in Nonthaburi will significantly improve their marketing mix as well as can respond to their customers’ needs in the era of Thailand 4.0 effectively.

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อุปรมัยว., & สราญรมย์อ. (2019). THE USAGE OF ONLINE COMMUNICATION TECHNOLOGY TO DEVELOP MARKETING MIX OF SMALL AND MEDIUM ENTERPRISES IN NONTHABURI PROVINCE IN THE ERA OF THAILAND 4.0. Panyapiwat Journal, 11(3), 1-14. Retrieved from https://so05.tci-thaijo.org/index.php/pimjournal/article/view/231987
Section
Research Article

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