Show simple item record

dc.contributor.authorBoonyasan Kwanruetaien_US
dc.contributor.authorขวัญฤทัย บุญยะเสนาen_US
dc.contributor.authorRungrodruttanagorn, Suveenaen_US
dc.contributor.authorสุวีณา รุ่งโรจน์รัตนากรen_US
dc.contributor.authorSattayapanich, Arttakarnen_US
dc.contributor.authorอรรถการ สัตยพาณิชย์en_US
dc.contributor.authorKasemputrueangsri, Kasemen_US
dc.contributor.authorเกษม เขษมพุฒเรืองศรีen_US
dc.contributor.authorBuachum, Suracharten_US
dc.contributor.authorสุรชาติ บัวชุมen_US
dc.date.accessioned2021-09-07T09:02:00Z
dc.date.available2021-09-07T09:02:00Z
dc.date.issued2021-09-07
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/3669
dc.descriptionรายงานวิจัย -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2560en_US
dc.description.abstractThailand is one of the few countries in the world that provides the whole value chain of the textile industry, with over 4,700 local textile producers and 800,000 to one million workers, making this industry the second-most important employment sector. In 2016, the industry’s export revenue was valued at almost USD 7 billion, contributing to over 3% of total exports. The Association of Southeast Asian Nations (ASEAN) is the biggest international market for Thailand clothing export (23%), and expected to become the world's fourth largest market by 2030. However, Thai cloth entrepreneurs are facing major problems that demand attention, including labour costs, new design and product development, and, in particular, online marketing. The Thai fashion and textile industries should define a clear strategic move through integrating textile with fashion with a view “toward sustainable creative industries with strong soft power”. The purpose of this study is to analyse competitiveness of Thai cloth entrepreneurs in relation to online management and integrated marketing communications (IMC) in the ASEAN market. The research instrument involves a descriptive cross-sectional, mixed-method study in Thailand. For quantitative data, 60 cloth entrepreneurs are invited to complete a questionnaire before and after our “online management and IMC” training programme, and a qualitative in-depth interview study is conducted with 10 cloth entrepreneurs. The 2017 survey returned 100% participation with general agreement that a website and Facebook are the most important IMC tools for online marketing in the ASEAN market. Before training, the participants had knowledge and skills regarding the ASEAN Free Trade Area (AFTA), online communication and social media tools in intermediate level, while they had less knowledge and skills concerning social media web design and online gallery. After training, the statistics show an increase in entrepreneurs’ level for all knowledge and skills. Furthermore, the findings from in-depth interviews show that, with regard to entrepreneurial competitiveness, in relation to the ability of online management and IMC, there is a requirement for further training and government support. In addition, the 10 cloth entrepreneurs agree that time management and quality of product and service control are very important for online business.en_US
dc.description.sponsorshipRajamangala University of Technology Phra Nakhonen_US
dc.language.isothen_US
dc.subjectOnline social networkingen_US
dc.subjectการสื่อสารการตลาดen_US
dc.subjectTextile industryen_US
dc.subjectอุตสาหกรรมสิ่งทอen_US
dc.subjectReady-made garmentsen_US
dc.titlePotential analysis of thai cloth entrepreneurs toward for influence of competitiveness and integrated marketing communications of online social networking in ASEAN marketen_US
dc.title.alternativeการวิเคราะห์ศักยภาพของผู้ประกอบการเสื้อผ้าสำเร็จรูปชาวไทย ด้านการแข่งขันและการสื่อสารการตลาดเชิงบูรณาการผ่านเครือข่ายสังคมออนไลน์ในตลาดอาเซียนen_US
dc.typeResearch Reporten_US
dc.contributor.emailauthorkwanruetai.b@rmutp.ac.th.en_US
dc.contributor.emailauthorsuveena.r@rmutp.ac.ten_US
dc.contributor.emailauthorarttakarn.s@rmutp.ac.then_US
dc.contributor.emailauthorhenryabac@yahoo.comen_US
dc.contributor.emailauthorsurachart.b@chandra.ac.th.en_US
dc.contributor.emailauthorarit@rmutp.ac.then_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record