THE RELATIONSHIP OF MODERN MARKETING STRATEGIES AFFECTING THE COMPETITIVE ADVANTAGE OF LOCAL BUSINESS TOWARDS THE HOLDING OF THE CHINESE INVESTORS
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Abstract
This research aims to study the opinions towards the competitive advantage creation of local business in Chiang Mai province and to analyze the factors affecting the competitive advantage creation of local business towards the holding of the Chinese investors. This is a quantitative research. A questionnaire was used as the instrument to collect data from the research sample consisting of 393 entrepreneurs in Chiang Mai province. Data were analyzed using the descriptive statistics and inferential statistics of multiple regression analysis. The results showed that: (1) the opinion toward the overall competitive advantage creation of local business was at the high level; when specific aspects of the competitive advantage creation were considered, it was found that the aspect of competitive ability received the highest opinion rating mean, followed by those of modern marketing, entrepreneurial potential, and customer satisfaction, all of which receiving opinion rating means at the high level; (2) factors affecting the competitive advantage creation of local business in Chiang Mai province composed of two dimensions: the positive factors affecting the competitive advantage creation were the customer satisfaction (Beta = 0.590), the modern marketing (Beta = 0.463), and the entrepreneurial potential (Beta = 0.076), respectively; in contrast, the negative factor affecting the competitive advantage creation was the ability to compete (Beta = -0.325). All of these factors led to the predictive power of 82.30 per cent which was significant at the .01 level of statistical significance.
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