The Marketing Communication Model Through Msme Business Activities

Abstract

          Event marketing communication is one of the key marketing strategies of small and medium enterprises. because it boosts the company's competitiveness It is also a vital channel for communicating specifics. related to products or services in order to reach consumers thoroughly, precisely, and precisely Furthermore, entrepreneurs can plan activities based on the changing situation and consumer behavior following the Covid-19 epidemic. As a result, the research objectives were as follows: 1) investigate the level of communication innovation. Contributors External Elements Business performance and event marketing 2) To investigate the impact of communication innovation sponsors, external factors, and marketing activities on business performance. 3) Investigate methods to improve business performance. This is a combined study, and the sample group is defined as Marketing Executives as well as business owners with experience in marketing communications through MSME business activities in Bangkok. A simple random sampling method was used to select 360 people for the quantitative sample. A purposive sampling method was used to select 14 people for the qualitative sample.
          The research found that
          1. Technology, which is an external factor that affects the performance of MSME businesses, is low. Budget constraints exist because the majority of MSMEs are small to medium sized businesses. As a result, the organization should invest in technology to grow. whether in manufacturing or marketing activities As a result, it is difficult to In addition, MSME businesses lack technologically savvy human resources. To implement technology in the organization.
          2. The co-sponsor relationship of the co-sponsor and the consumer affects the performance of the MSME business at a low level. Because it takes time for consumers to become acquainted with and familiar with the product. This story is similar to introducing yourself to the target consumers. Contributors, on the other hand, are only co-sponsoring certain marketing activities. As a result, there is a lack of consistency in developing positive relationships with customers.
          3. The learning experience is one of the elements of communication innovation that affects the performance of MSME businesses at a low level. Because consumers now have a variety of easy-to-access channels for receiving news. As a result, organizing activities in their original format will result in marketing activities that are uninteresting to consumers.
          4. The image of activity marketing affects the performance of MSME businesses at a low level. It can be explained that MSME entrepreneurs lack personnel with knowledge in creating activities. To create clarity in determining the image of marketing activities.