| Title: | A Marketing Strategy Analysis of Xiaolongkan Hotpot in Thailand |
| Author: | Wu Jiawei |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | ตีพิมพ์ในวารสาร (Journal Name) Modern Academic Development and Promotion Journal Vol.4 No.2 pp.648-663 Click PDF |
Abstract
With the accelerating globalization of the catering industry, Chinese hotpot brands have increasingly expanded into overseas markets, and Thailand has emerged as a strategic destination due to its open food culture, growing middle class, and high acceptance of international cuisines. However, significant challenges arise from differences in consumer preferences, cultural background, pricing sensitivity, and competitive intensity in the local catering market.This study conducted a systematic analysis of the marketing strategy of Xiaolongkan Hotpot in the Thai market by applying the 4Ps marketing mix theory, namely product, price, place, and promotion.
Against this background, this research aimed to evaluate how Xiaolongkan adapts its product offerings, pricing mechanisms, distribution channels, and promotional strategies to the Thai market, and to examine the impact of these marketing mix elements on consumer purchase intention. By identifying the strengths and limitations of Xiaolongkan’s current marketing practices, the study sought to provide targeted insights for optimizing its marketing strategy and enhancing its competitiveness and sustainable development in the Thai catering market.
This research adopted the quantitative method. Primary data were collected through a questionnaire survey targeting consumers who have dined at Xiaolongkan Hotpot in Thailand, Statistical analysis techniques, including descriptive analysis, reliability and validity tests, correlation analysis, and regression analysis, were applied to examine the influence of the four marketing mix elements on consumer purchase intention.
The findings indicate that product strategy has the most significant influence on consumer purchase intention, followed by price, place, and promotion strategies. While Xiaolongkan’s product quality and store environment are highly recognized, deficiencies remain in product localization, pricing competitiveness, online channel coverage, and public relations activities. Based on the research results, this study proposes targeted recommendations to optimize Xiaolongkan’s marketing strategy in the Thai market.
This research contributes to the application of the 4Ps marketing theory in the international catering industry and provides practical insights for Chinese catering brands seeking sustainable development in overseas markets.
Keywords: Xiaolongkan Hotpot, marketing strategy,4Ps Theory,international catering, Thai market
6717195426 Wu Jiawei, 2568 (2025), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), A Marketing Strategy Analysis of Xiaolongkan Hotpot in Thailand, ตีพิมพ์ในวารสาร (Journal Name): Modern Academic Development and Promotion Journal, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย