Marketing Communications Strategies for Creating Brand Image to Increase the Competitiveness of Gems and Jewelry Trade in Chanthaburi.
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Abstract
The objectives of this research were to study marketing communication strategy as well as problems and obstacles in marketing communication strategy for corporate image building to increase the competitiveness of the gem and jewelry trade in Chanthaburi. This research was qualitative research and data were collected by documentary investigation, in-depth interview, focus group and observation participation. The results revealed that communication strategy consisted of 3 forms: sender strategy, message strategy, and media strategy are integrated marketing communication. Integrated marketing communication tools combined with personal media, point-of-sales sellers, marketing activities, public relations, social media advertising, various promotions, and story telling through the experiences between senders and receivers by building the identity of store names and operators. Honest trading behavior affected image recognition that ultimately affected reputation. Increasing competitiveness was based on a 6-area assessment of environmental factors. Relevant and supportive industry issues were still considered to be inferior to the competitor. Problems and obstacles were lacking knowledge, understanding, building acceptance, common interpretation, internal communication and budget for media production. It also found problems and obstacles in the economic dimension.
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