The Positioning Strategy Model for Community Enterprise of Service Sector Northern in Thailand

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วรรณพรรณ รักษ์ชน
วิชิต อู่อ้น

Abstract

The purpose of this research was 1) to study factors affecting the performance for community enterprises of the service sector 2) to study the influence on the positioning strategy for community enterprises of service sector and 3) to research results have been developed the positioning strategy model for community enterprises of service sector, In Northern Thailand to succeed in the business. The research methodology is Mixed Methods - a combination of qualitative and quantitative research. The samples were 340 from the Stratified Sampling. The data were analyzed by frequency, percentage, mean, standard deviation, Pearson's product- moment correlation coefficient. Analysis of data by AMOS program. Structural Equation Model (SEM) was used to test the structural relationships and confirm the conceptual framework. The results showed that the factors that would improve the enterprise community service sector. There are 4 elements in Northern Thailand: 1) Competency 2) Data-Driven Marketing 3) Marketing Innovation and 4) Positioning Strategy.

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