กลยุทธ์การตลาดธุรกิจค้าปลีกในบริบท พฤติกรรมผู้บริโภคที่เปลี่ยนไป

บทคัดย่อ

From evolution in communication technology which drives new channel distribution emerge both online and offline result in easier way to tab and browse into product, retail store, information and service in the same time all day and night from every part of the globe. Retail business growth in the next 3 years is predicted to have an impact from the growth of an online store according to a changing of consumer behavior. Thus this study focusing on competitive retail business marketing strategy in a changing circumstance which composes of 1. A Study of consumer buying behavior portrayal how consumer shop online and offline in term of 3 criteria there are geographic, generation and product category 2. A Study of consumer buying process toward online
shopping following FFF Model 3. A Study of motivating factor in buying process. From the study we found that the lowest price is not the final choice decision to enhance customer demand and boost up sales in developing strategic plan anymore retail business should manage strategy in 5 area as follows 1. Tailor made product offering to individual customer via information analyzing management to identify customer needs and want. 2. Escape price war by attaching product value added or making product bundling to make it more complicate in price comparing. 3.  ntegrated or blurring the burden between online and offline channel utilizing new technology such as QR Code or Virtual Reality to simulate the environment or store ambient to make new experience of browse and feel to customer. Moreover the firm should implement FFF Model to build up customer faith in consumer buying decision process by creating security privacy and trustworthiness. 4. Developing Royalty Program through customer relationship management such as offering frequency buying reward or special price and managing sales promotion by applying motivating factors to attract customer. 5. Provide sophisticate staff to serve customer in offline store and attach after sale service according to customer satisfaction factors with an
online store.