Factors of Successful Online Marketing Strategy to Food Distribution SMEs

• 영문명: Factors of Successful Online Marketing Strategy to Food Distribution SMEs
• 발행기관: 한국유통과학회
• 저자명: Chusripat PANAWAN Chailom PEERAWAT
• 간행물 정보: 『유통과학연구(JDS)』제20권 제12호, 71~null쪽, 전체 1쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.12.31

영문 초록

Purpose: This study aimed to apply factors of successful online marketing strategy for food distribution SMEs and the effects of these successful strategies to achieve higher performances. Research design, data, and methodology: Questionnaires were used to collect data from 400 samples of SMEs in Thailand. We employed structural Equation Modeling techniques for data analysis. Results: The results revealed that distribution strategies directly affected the success of business operations, as follows: 1) Customer communication channels, product variety, preserved privacy, and personal service had direct positive effects on the distribution success in terms of financial perspective, customer perspective, internal process perspective, and earning and growth perspectives; 2) Ability to learn a competitor had a positive direct relationship with the distribution success in terms of financial perspective and learning and growth perspectives, excluding customer perspective and internal process perspective; and 3) Responses to market on time had a positive and direct influence on distribution success in terms of customer, internal process perspective and learning and growth perspectives excluding financial perspective. Conclusions: This research has made an essential contribution to SMEs that they should focus on and adopt these 6ODS+4BSC concepts as development guidelines for food distribution SMEs to be more efficient and effective.

목차

1. Introduction

2. Literature Review

3. Research Model and Materials

4. Methodology

5. Results

6. Discussion

7. Conclusion

References

키워드

Factors of Successful Online Marking Strategy Food Distribution SMEs