Developing of Marketing Knowledge for Chiang Mai Local Cafe Business Among Chinese Visitors

• Main Author: Ma Ruyun
• Other Authors: Lect.Dr.Chalermpon Kongjit
• Format: Independent Study
• Language: English
• Published: เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่ 2020
• Online Access: http://cmuir.cmu.ac.th/jspui/handle/6653943832/69447
• Institution: Chiang Mai University

The purpose of the study is to help Chiang Mai local cafe understand the preferences of Chinese tourists and attract more Chinese tourists to cafe. In order to find out the preference attributes of Chinese tourists and generate reliable and scientific strategies, this study analyses the key customer preference attributes, the perspective of knowledge creation of customers, and uses active brain-writing skill to study them from the perspective of thinking innovation. Therefore, in the research, the Creative Problem Solving (CPS) model and 5A marketing model are combined to study customer information and customer preference attributes. The CPS model as a theory combines with the concept of 5A, to support the idea generation to develop a process. The result of this study is to develop a prototype of market and decoration of various facilities of local cafe. Includes the key preference attributes of customer knowledge creation and development for cusing the market, products, equipments, services and other aspects to create strategies. In addition, the knowledge of further active generation by using brain-writing is also involved in the prototype. Prototype can provide guidance for Chiang Mai local cafe to provide better service and better market choice, improve customer satisfaction, conform to the customer thinking of 5A theory, and attract more Chinese tourists.