FACTORS OF SUCCESS OF BAG EXPORT ENTREPRENEURS IN THAILAND

Surin Sony, Tanapol Kortana, Chompoo Saisama, Ekachai Youngvanich

ABSTRACT:

This research has the objective: 1) to study the level of entrepreneur potential variables, digital marketing strategy of the bag exporting enterprises in Thailand. The researcher survey 110 enterprises and 5 people who are senior executives of luggage export establishments in Thailand. The sampling will be entrepreneurial at of 550 people. The results found that Entrepreneur Potential (ENPOT) was at a high level with an average of 4.26. When considering each side found that Vision Export Bags (VISIN), Export Skilled (EXPSK), Export Bags Know-how (EXKNO) were all High Level with an average between 4.19 - 4.32. Digital Marketing Strategy (DGTMK) was high with an average of 4.38. When considering each side found that Modern Marketing Communications Utilization (MDNMK), Social Media Orientation (MDORT), Content Marketing Potential (CONTC), Influencer Focused Online Marketing (INFLU), Online Reputation Management (ONRPT) were high to very high with an average between 4.23 - 4.62. Management innovation (MGINO) was high with an average of 4.37. When considering each side found that Product aspect (PRDCT), Process aspect (PROCS), Service aspect (SERVI) were at high to very high levels with an average of 4.27 - 4.51. The success of bag export entrepreneurs in Thailand (SCBEE) was high with an average of 4.35. When considering each side found that Higher Profitability (HIPRF), Customer and Market Favorability (POPU), High Competitive Potential (CMPT) were high to very high with an average between 4.26 – 4.53.

KEYWORDS: Export, Thailand, Innovation, Entrepreneur

DOI: 10.62788/R6d7X4m1Nw

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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