A research on internationalization of distribution system and change of manufacturer-oriented marketing in Thailand

点击翻译按钮获取中文摘要

The first purpose of this research is analyzing the process of entry of hypermarkets in Thai regional market and its impact on local economy. I summarized results of household survey, interviews to enterprises and published statistics, and clarified following three facts concerning the influences of hypermarket in the northeastern cities. The first, results of the study showed that hypermarkets have succeeded in converting high-income level consumers in Ubon into customers. However, because Ubon do not have a sizeable middle-class population, hypermarkets have reached out to tourists and the local low-income groups. The second, although hypermarkets are direct and strong competitors to small domestic retailers, the domestic retailers in Ubon managed to survive better than expected. The third, hypermarkets have not greatly influenced the distribution of agricultural products in Ubon. They continue to depend on traditional middlemen, who also act as educators to farmers and collect farming products efficiently. I contributed these result to the English refereed academic journal, and resulted in printing.One more purpose of this research is analyzing the effect of retail modernization to manufacture-oriented distribution channels, and concerning this problem, I conducted interview survey to cosmetics and toiletries manufactures and market analysis by practical use of market research data, and clarified following facts. The first, there were further progress of direct transaction to retail after retail modernization. The second, standardization of negotiation technique with large-scale retailers and also progress of transferring know-how of shop management which the manufacturer has developed conventionally in the home country.