The Development for Marketing Strategy of Trders’ Gem Retail Tak Province

Abstract

The objectives of this research were to study the states, problems, and factors related to the marketing of gem retailers in Tak Province, to develop marketing strategies for gem retailers in Tak Province, and to try the strategies, evaluate the trial results, and evaluate the strategies. Simple group 173 people. The data were collected by questionnaires, focus group discussion, workshops, connoisseurship, strategy trial, strategy trial evaluation, and strategy assessment. The researcher analyzed the data using frequency, percentage, mean, standard deviation, and content analysis. The research findings showed that the design of gemstones is modern. The quality of gemstones was also checked to ensure they were suitable for the price. The problem revealed that the retailers lacked skilled workers with experience in gem manufacturing. As for the related factor, the result showed that gem retailers have good knowledge of gems. There were six marketing strategies for gem retailers in Tak Province, consisting of 1) developing the gem trading center of Tak Province, 2) promoting the use of social media marketing, 3) developing the manufacturing process of gem products, 4) promoting the development of gem-quality inspection and certification systems, 5) increasing public relations potential for gem retailers, and 6) creating a new generation of entrepreneurs who have potential in gem trading in a new way with a body of knowledge. As for the second strategy experiment, indicators 1-3 found that the overall strategy experiment evaluation result was at a high level. The developed strategy can be used in actual operation and passes the criteria according to all the specified strategy indicators. The evaluation of marketing strategies revealed that the strategies were consistent, appropriate, profitable, and feasible from a high level to the highest level.