Developing Guidelines for Offline and Online Marketing Channels for Chinese Dishes Catering in Nakhon Pathom, Thailand

Abstract

This paper investigates the developing guidelines for multiple integrated marketing channels. The guidelines aid the business to use both offline and online methods with the theory of development for various marketing channels. In this study, we use qualitative research classifying into three groups of key informants: 1) nineteen Chinese dishes catering entrepreneurs in Nakhon Pathom province, 2) three marketing and business administration experts, and 3) two food business experts. As for the results, it was found that there are four development guidelines: 1) Single-Channel Marketing through offline by using telephone communication with applying the word-of-mouth strategy; 2) MultiChannel Marketing through online by developing the central site of Facebook Official named “Nakhon Pathom Chinese dishes catering, Chinese dishes catering entrepreneurs”; 3) Increase Cross-Channel Marketing; and 4) Omni-Channel Marketing to sell Chinese dishes catering through food delivery platform (Grab). Additionally, in order to raise the Chinese dishes catering for food quality and comprehensive services, it is important to broaden the marketing channels for Chinese dishes catering business clients in order to be well-known in the form of advertising and public relations through online and offline media.