Research on the Business Strategy of Chinese Brand in Thailand: A Case of Sichuan Cuisine - Open Journal of Business and Management

OJBM > Vol.8 No.2, March 2020

Research on the Business Strategy of Chinese Brand in Thailand: A Case of Sichuan Cuisine ()

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Download as PDF (Size: 596KB) PP. 532-541

DOI: 10.4236/ojbm.2020.82032 1,416 Downloads 2,855 Views Citations

Author(s)

Ying Tang^1*, Zhen Chen^2*, Yitong Deng³

Affiliation(s)

¹Business School, Lingnan Normal University, Zhanjiang, China.
²Guangdong Coastal Economic Belt Development Research Center, Lingnan Normal University, Zhanjiang, China.
³Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau, China.

ABSTRACT

The Belt and Road initiative has brought opportunities for the introduction of Chinese food into Thailand. As one of the representative cuisines in China, Sichuan cuisine coincides with the spicy taste preferences of Thai consumers. Through SWOT analysis, this research focuses on the business strategy of Sichuan Cuisine Enterprises in Thailand. The reasonable selection is the standardized production with local original taste. And the corresponding measures are discussed to improve the original communication of Sichuan Cuisine culture and the standardized management of Sichuan Cuisine Enterprises in Thailand.

KEYWORDS

Sichuan Cuisine, Thailand Consumer, SWOT Analysis, Original

Share and Cite:

Tang, Y. , Chen, Z. and Deng, Y. (2020) Research on the Business Strategy of Chinese Brand in Thailand: A Case of Sichuan Cuisine. Open Journal of Business and Management, 8, 532-541. doi: 10.4236/ojbm.2020.82032.

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