Guidelines For Improving Efficiency to Increase the Competitiveness of Online Sales Business
Keywords:Efficiency Development Approach / Marketing Strategy / Competitiveness / Online Sales Business
The objectives of this research were (1) to study the level of marketing strategies that influence the competitiveness of online sales businesses (2) To study the factors of developing marketing strategies that influence the competitiveness of online sales businesses and (3) To propose guidelines for improving the efficiency and competitiveness of online sales business. Used a combination of research methods. Quantitative research: The sample used in the study was 300 online business entrepreneurs using questionnaires as a study tool. The statistics used in the analysis are descriptive statistical data analysis and inferential statistical analysis. Used to analyze the model of a query. Stepwise Multiple Regression Analysis. Qualitative research: Semi-structured interviews were used as study tools. The 18 key contributors were government officials and private sector officials involved in competitiveness development. The results of the study found that the level of marketing strategies that influence the competitiveness of online sales businesses consisted of (1) Marketing Promotion Capability (2) Pricing Capability (3) Channel Capability (4) Product Development Capabilities and (5) Communication Capabilities for the level of competitiveness of online sales businesses consist of (1) Cost (2) Reliability (3) Product Quality and (4) Speed. For the factors, developing marketing strategies that influence the competitiveness of online sales businesses. It can be written as a regression equation in the form of a standardized score as follows: competitiveness of online sales business = .878 + (.289 * Marketing Promotion Capability) + (.215 * Product Development Capabilities) + (.201 * Pricing Capability) + (.116 * Communication Capabilities) and guidelines for improving the efficiency and competitiveness of online sales businesses. It was found that the key channel to improve competitiveness efficiency is to create opportunities for businesses selling products online through communication between brand owners and consumers through electronic devices or technologies such as social media, Mobile phones or the Internet are considered low-cost communication channels. In particular, social networks are very useful to make brand owners confident that their brand image and messages will be sent directly to consumers advertising products through online media. If done simultaneously with other advertising media such as television, radio, magazines, etc., it will help consumers to access products seamlessly, making online sales more efficient.