Research on the development strategy of the Thai pavilion in Yiwu international trade city, China
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2019
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2562
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eng
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190 leaves
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b207984
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Qian, Xianglin (2019). Research on the development strategy of the Thai pavilion in Yiwu international trade city, China. Retrieved from: https://repository.nida.ac.th/handle/662723737/5011.
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Research on the development strategy of the Thai pavilion in Yiwu international trade city, China
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Abstract
China Yiwu International Trade City Thailand Pavilion development strategy research has two main purposes: 1) to understand the Chinese people's perception and recognition to Thai goods, 2) to develop the Thai Pavilion's market strategy to promote the development of the Thailand Pavilion.
This study adopts a combination method of quantitative research and qualitative research. Quantitative research mainly uses questionnaires to conduct random questions and answers among 200 customers in Yiwu International Trade City, China. During a period from Monday to Sunday, questionnaires were distributed in the Trade City and collected in time. The collected questionnaires were processed through manual statistics and were reorganized and analyzed using EXCEL and SPSS, mainly focus on the number of average and percentage. Qualitative research mainly includes literature research method, in-depth interview method, and group discussion. The research objects of this study are customers in Yiwu Trade City, as well as officers in charge of business trade. This study has made in-depth interviews with people who are familiar with trades between China and Thailand, Yiwu Trade City, and the Thai Pavilion, including: 2 staff members of the Thai Pavilion, employees in 2 neighbors of the Yiwu Trade City Thai Pavilion(totally 4 persons), and 3 long-term customers of the Thai Pavilion, 3 non-Thailand Pavilion customers, 3 government officers, which is a total of 15 people. The researchers sorted out the interview data, classified it, and formed interview materials. Then based on this, they conducted qualitative research, referred to the main theory and actual situation, and finally formed a research report.
Research results: 1) China and Thailand are close neighbors of each other and have a history of friendly exchanges for thousands of years. Since the formal establishment of diplomatic relations in 1975, the economic and trade cooperation between the two countries has shown a flourishing development. Bilateral trade and two-way investment increased rapidly. With the completion of the China-ASEAN Free Trade Area and the development of the “One Town One Product” project in Thailand, the Thai Pavilion of Yiwu International Trade City in China arised at the historic moment. 2) The products of the Thai Pavilion mainly include Thai crocodile leather products, including: crocodile belts, crocodile leather wallets, etc.; cubiloses with pure natural characteristics of Thailand; dried durian and dried longan which were made from tropical fruits with Thai characteristics etc.; Thai fragrant rice; Thai-style decorative crafts; Thai massage essential oils and herbal soaps; after years of business development, the company's management is increasingly formalized. They have team work, marketing strategy development team, sales team, pricing of goods, etc. But there still exists many shortcomings. Through quantitative and qualitative research, data collection and analysis, we found that the company needs further improvement. We have seen that most people know about Thai products. The quality of Thai products are accepted by Chinese people, both on its production, packaging design and labeling. The products are novel in design with good quality of raw materials, not mention its nice product image and food safety, which all leave a good impression about Thai products. Thai products are moderately priced, neither very expensive nor very cheap. Although the price of Thai products in Thailand is relatively cheap, the price of Thai products in China is more expensive than in Thailand, as there are transportation logistics, taxation, customs clearance fees, etc., but compared with Chinese products of the same quality, they are still cheaper. 3) Strategy: Strengthen the internal management, continue to maintain the superiority of Thai Pavilion's distinctive products, and actively adjust itself in the background of the one belt and road, interconnection and interworking and territorialization which are all great opportunities, actively introduce cross-border e-commerce method, and combine online and offline forms to make the Thai pavilion even more powerful and flourishing.
Keywords: Thai Pavilion; Thai products; development; strategy
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Thesis (Ph.D. (Management))--National Institute of Development Administration, 2019