The expansion of modern trade food retailing in Thailand
The expansion of modern trade food retailing in Thailand
复制标题
泰国现代贸易食品零售业的扩张
DOI：
10.1080/09593969.2014.976764
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发表时间：
2014
期刊：
影响因子：
--
通讯作者：
Randall Shannon
中科院分区：
文献类型：
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作者：
Randall Shannon
泰国拥有近7000万人口，是一个巨大而有吸引力的新兴市场，自20世纪80年代以来吸引了各种外国食品零售商的投资。1997年的经济崩溃和货币贬值带来了新的挑战和机会，导致了新一轮的扩张，但也要求进行管制，但管制没有得到严格执行。泰国一直是许多国家跨国零售商的东道国，其中一些最终退出。随着一系列新的商店形式、扩展的服务、智能手机应用程序和网上购物，以及扩大自有品牌和即食食品的努力，竞争格局继续演变。然而，其中一些产品似乎在泰国消费者行为方面存在潜在冲突。泰国文化对时间的重视程度较低;网上购物的人很少，大多数消费者收入较低，因此可能不会像零售商国内市场的顾客那样被吸引到现代贸易零售商那里。尽管如此，泰国目前是7-Eleven的第二大全球市场和Tesco的第二大国际市场。这就出现了一个悖论，特易购经营的是大卖场，而7- 11是便利店。泰国人想要大卖场式的批量折扣，还是更高价格的便利，还是两者兼而有之？泰国人传统上在湿货市场购物，享受新鲜食品，这与许多努力销售即食食品的零售商的尝试相矛盾。许多泰国人担心面子和地位，这可能是购买自有品牌的障碍。本文介绍了泰国食品零售业的历史和发展，并强调了文化差异如何影响消费者行为。随着东盟经济共同体（AEC）的目标是更广泛地开放边界，商店可能会更多地扩张，并可能产生更多的文化差异。无论是跨国还是国内，食品零售商都需要进一步考虑文化和消费者行为的各个方面，以确定是否调整其战略，而不是从国外复制和粘贴格式。
With a population of nearly 70 million people, Thailand is a large and attractive emerging market, drawing investments from various foreign food retailers since the 1980s. An economic crash and currency devaluation in 1997 brought both new challenges and opportunities, and led to a renewed wave of expansion, but also calls for regulation, which had not been strictly enforced. Thailand has been host to transnational retailers from many countries, several of which ultimately withdrew. The competitive landscape has continued to evolve, with a range of new store formats, expanded services, smart phone applications and online shopping, and a push to expand both private label brands and ready-to-eat foods. However, some of these offerings appear to have potential conflicts in terms of Thai consumer behaviour. Thai culture places low importance on time; few shop online, and the majority of consumers have low incomes, and thus may not be attracted to visit modern trade retailers for the same reasons as customers in the retailers' home markets. Despite this, Thailand is currently the second largest global market for 7-Eleven and Tesco's number two international market. This presents a paradox in that Tesco operates hypermarkets, while 7-Elevens are convenience stores. Do Thais want hypermarket style volume discounts, or higher priced convenience, or both? Thais traditionally have shopped in wet markets and enjoy fresh foods, which contradicts attempts by many retailers striving to sell ready-to-eat foods. Many Thais are concerned about face and status, which may be a barrier towards buying private label brands. This paper describes the history and expansion of food retailing in Thailand and also highlights how cultural differences may affect consumer behaviour. As the ASEAN Economic Community (AEC) aims to open borders more broadly, there will likely be more expansion of stores and potentially more cultural differences. Whether transnational or domestic, food retailers may need to further consider aspects of culture and consumer behaviour to determine whether to adapt their strategies, rather than copy and paste formats from abroad.