The Development of Print Media Business Management in Thailand

Abstract

This research entitled Development of Print Media Business Management in Thailand aimed to 1) Describe the current conditions of print media business management in Thailand 2) Identify the problems and obstacles of print media business management in Thailand at present and 3) Propose guidelines for the development of print media business management in Thailand. This study employed a mixed methods research approach. The quantitative data were collected through questionnaires administered to 400 print media consumers in Bangkok and analyzed using descriptive statistics. The qualitative data were obtained from in-depth interviews with 15 key informants and analyzed through content analysis and synthesis. The findings revealed that 1) Consumers tend to consume less print media and increasingly use digital media concurrently; however, printed media in the form of textbooks and academic books remain important. At the same time, print media businesses have been significantly affected by technological changes and shifts in consumer behavior, causing traditional management practices to be inconsistent with the current competitive environment. 2) The problems and obstacles in print media business management were rated at a high to very high level, particularly in marketing (mean = 4.31), technology (mean = 4.19), and management (mean = 4.19), followed by control, production, operations, and human resources. These findings reflect the necessity for technological adaptation, improvement of management systems, quality control, and personnel skill development. 3) The guidelines for developing print media business management should emphasize integrated organizational development in all aspects by applying digital technology to management, production, and marketing processes, along with human resource development. In addition, the Deming Cycle (PDCA) can be applied as a framework for continuous operational development and improvement in order to enhance efficiency, quality, and sustainable competitiveness.