Digital Market of Golden Dried Longan: A Data-science Analysis

Abstract

This paper aims to study the digital market of golden dried longan. Data Scraping was used to figure out overview of online golden dried longan market via Alibaba platform due to the most popular search of word “Golden Dried Longan”. The methodology began with collecting the search words, then observed the pattern of repeated words from searching and feedback to analyze common pattern, frequency and meaning. Results were found that, according to search words, golden dried longan market is currently small relatively to longan market, but it is possible to expand in the future. Chinese companies are the market leaders in the biggest market which is China, while domestic markets and Asia markets are following. Considering the feedback opinions from both consumers of Thai markets and foreign markets, the top 3 common factors that made consumers decide to buy dried longan consists of quality, price, and the delivery speed. Policy suggestions are 1) to increase public relations for consumer’s recognition of golden dried longan 2) to encourage Thai entrepreneurs to produce premium golden dried longan and 3) to promote commerce through digital platforms to create new trade channels without having to go through middle-man market