https://has.hcu.ac.th/xmlui/handle/123456789/12 คณะบริหารธุรกิจ /Faculty of Business Administration Thu, 27 Aug 2026 05:14:18 GMT 2026-08-27T05:14:18Z https://localhost:443/xmlui/bitstream/id/f463b9ba-e44f-4bf5-b5ac-e007fabe55ef/Faculty Logo_Business Administration.jpg https://has.hcu.ac.th/xmlui/handle/123456789/12 https://has.hcu.ac.th/xmlui/handle/123456789/6184 消费下行新常态下中国江西省中小型传统食品加工企业 营销组合策略优化研究 Ziqing Liu; Jingyan Zhao 本文采用了PEST模型、SWOT分析模型、4PS、4CS、4RS营销组合模型，并通过文 献研究法、探索研究法、深度访谈法，针对中国江西省中小型传统食品加工企业的市 场营销组合策略研究得出以下结论：中国政府出台的《食品安全法》规范了企业自 身，税收优惠政策有效减轻了企业负担；原材料价格波动、融资难题及劳动力成本上 升挤压企业利润，国民收入增长推动消费需求向高端化、新奇化转变；老龄化与饮食 结构变化导致传统食品消费群体萎缩，但消费习惯改变也催生了新的市场机遇；数字 化转型、绿色工艺及冷链技术等为企业提升效率与产品品质提供了支持。本论文的创 新点在于研究对象和研究环境背景的创新，调研者对中国江西省中小型传统食品加工 企业在消费下行新常态下的市场营销策略进行深入研究，并提出了优化建议，希望为 江西省中小型传统食品加工企业的发展提供参考。; This study adopts PEST, SWOT, 4Ps, 4Cs and 4Rs models, combined with literature research, exploratory research and in-depth interviews, to explore the marketing mix strategies of small and medium-sized traditional food processing enterprises in Jiangxi Province, China. The results show that the Food Safety Law and preferential tax policies regulate enterprise operation and reduce operational burdens. Fluctuating raw material prices, financing difficulties and rising labor costs compress corporate profits. Rising residents’ income drives consumption upgrading, while population aging and changing dietary habits shrink the traditional consumer group yet create new market opportunities. Digital transformation, green production and cold chain technology help improve operational efficiency and product quality. This paper features innovative research objects and contexts. It proposes targeted optimization strategies under the sluggish consumption trend, providing practical references for the development of local food enterprises. Proceedings of the 13th National and International Conference on "Research to Serve Society", 24th-25th July 2026 at Huachiew Chalermprakiet University, Bangphli District, Samutprakarn, Thailand. p. 188-202 Thu, 01 Jan 2026 00:00:00 GMT https://has.hcu.ac.th/xmlui/handle/123456789/6184 2026-01-01T00:00:00Z https://has.hcu.ac.th/xmlui/handle/123456789/6183 泰国中小型民营重型机械租赁企业市场营销策略研究 Heru Chen; Jingyan Zhao; Jie Fu 随着泰国基础设施建设和城市化进程的加快，重型机械租赁行业呈现出持续增 长的趋势。然而，中小型民营企业在市场竞争中普遍面临品牌影响力不足、营销理念 落后及资源整合能力有限等问题。本文以泰国曼谷C重型机械有限公司为例，运用PEST 分析、波特五力模型、SWOT分析、4P与4C营销理论，对泰国中小型民营重型机械租赁 企业的市场营销现状及问题进行了系统研究。研究发现，C公司在产品和渠道布局方面 具有一定优势，但其营销策略仍存在产品同质化、定价模式单一、促销手段不足及数 字化推广能力薄弱等问题。针对上述问题，本文提出了优化建议，包括：强化差异化 服务与品牌建设、采用灵活定价策略、构建线上线下融合的营销渠道、以及提升数字 化营销与客户关系管理能力。研究结果对于提升泰国中小型民营重型机械租赁企业的 市场竞争力、完善营销体系以及推动行业可持续发展具有一定的参考价值。; With the acceleration of infrastructure construction and urbanization in Thailand, the heavy machinery rental industry has shown a steady growth trend. However, small and medium-sized private enterprises generally face challenges such as weak brand influence, outdated marketing concepts, and limited resource integration capabilities. This study takes C Heavy Machinery Co., Ltd. in Bangkok, Thailand as a case study and applies the PEST analysis, Porter’s Five Forces Model, SWOT analysis, and the 4P and 4C marketing theories to conduct a systematic investigation of the marketing strategies of small and medium-sized private heavy machinery rental enterprises in Thailand. The results indicate that C possesses certain advantages in product and channel strategies, but still suffers from serious product homogeneity, a single pricing model, insufficient promotional approaches, and a lack of digital marketing capabilities. Based on these findings, this paper proposes several improvement strategies, including strengthening service differentiation and brand building, adopting flexible pricing mechanisms, developing integrated online and offline marketing channels, and enhancing digital marketing and customer relationship management. This research provides valuable insights for improving the market competitiveness of small and medium-sized private heavy machinery rental enterprises in Thailand, optimizing their marketing systems, and promoting sustainable industry development. Proceedings of the 13th National and International Conference on "Research to Serve Society", 24th-25th July 2026 at Huachiew Chalermprakiet University, Bangphli District, Samutprakarn, Thailand. p. 203-227 Thu, 01 Jan 2026 00:00:00 GMT https://has.hcu.ac.th/xmlui/handle/123456789/6183 2026-01-01T00:00:00Z https://has.hcu.ac.th/xmlui/handle/123456789/6182 泰国高校大学生对性别多样性的认同感研究 Zhicheng Pan; Jie Fu; Jingyan Zhao 本论文以泰国H高校大学生为研究对象，聚焦其在多元性别文化背景下对性别多 样性与性别认同感的概念理解、特征认知及接纳态度，搭建个人、家庭、学校、社会 四维分析框架。采用便利抽样线上发放问卷242份，回收有效问卷188份，有效回收率 77.6%；借助SPSS完成信效度、均值、交叉分析，补充独立样本T检验、ANOVA、皮尔逊 相关分析，并构建回归模型识别关键影响因素。问卷整体克隆巴赫α系数0.931， KMO=0.719，数据信效度良好。样本中非二元、LGBTQ+群体占比53.72%，高于泰国高校 常规人口分布；全维度测项均值介于2.47–3.41，均低于3.5，其中家庭维度是阻碍性 别认同的首要来源，社会偏见为外部最大约束，学生自身性别文化认知短板最为突 出。研究发现泰国大学生性别多样性认同整体中等偏上，但传统性别规训、家庭教育 保守性、校园性别包容制度缺失、社会刻板印象形成多层制约。据此从个体、家庭、 学校、社会短期-中期-长期分层提出配套对策。研究创新在于首次将融合社会认同理 论、多元文化能力理论的多层分析框架系统性运用于泰国高校学生群体，填补本土细 分群体实证空白，提升研究科学性与校园治理实践价值。; This thesis takes undergraduates from H University in Thailand as research subjects, exploring their comprehension, characteristic perception and acceptance of gender diversity and gender identity under the local multi-gender cultural context, and constructs a four-dimensional analytical framework covering individual, family, school and society. A total of 242 online questionnaires were distributed via convenience sampling, with 188 valid responses collected, representing an effective response rate of 77.6%. SPSS software was adopted for reliability and validity tests, descriptive mean analysis and cross-tabulation. Independent sample T-test, one-way ANOVA and Pearson correlation analysis were further conducted, and multiple linear regression was applied to identify core influencing factors. The overall Cronbach’s Alpha of the questionnaire reached 0.931, and the KMO value was 0.719, indicating satisfactory reliability and validity. Non-binary and LGBTQ+ respondents accounted for 53.72% of the sample, higher than the average distribution of Thai university populations. The mean scores of all measurement items ranged from 2.47 to 3.41 (all below 3.5). Family factors constitute the primary barrier to gender identity acceptance, social prejudice acts as the major external constraint, and insufficient self-awareness of local gender culture is the most prominent individual limitation. Results demonstrate that Thai university students hold a moderately high overall recognition of gender diversity, yet their acceptance is restricted by traditional gender norms, conservative family gender education, insufficient inclusive campus institutions and pervasive social stereotypes. Short-term, medium-term and long-term targeted strategies are proposed from individual, family, school and social perspectives. This research innovatively integrates Social Identity Theory and Multicultural Competence Theory into a multi-layer analytical framework for Thai college students, filling the empirical research gap of this specific local group and providing scientific references for inclusive campus construction. Proceedings of the 13th National and International Conference on "Research to Serve Society", 24th-25th July 2026 at Huachiew Chalermprakiet University, Bangphli District, Samutprakarn, Thailand. p. 228-238 Thu, 01 Jan 2026 00:00:00 GMT https://has.hcu.ac.th/xmlui/handle/123456789/6182 2026-01-01T00:00:00Z https://has.hcu.ac.th/xmlui/handle/123456789/6181 在泰中国留学生文化冲突现状与对策分析 Jiaxin Liu; Jie Fu; Salintip Sirisakdiporn; ศิริทิพย์ ศิริศักดิพร 本文以在泰中国留学生群体为调研对象,帮助中国留学生泰国对文化差异与文化 冲突的概念理解、文化冲突产生的影响以及产生文化冲突因素等方面。本文采用描述 性研究法、文献研究法、定量分析法、问卷调查法和数据分析法，再通过发放调查问 卷的形式，对留学生的文化冲突现状进行调查。在将问卷进行回收分析后得出结论:在 泰中国留学生遇到跨文化冲突问题主要分为3个层面:个人层面、学校层面和社会层 面。给出建议：个人层面：针对语言基础薄弱的问题，应积极参加语言培训班或与当 地学生结伴练习等。学校层面：高校应改进教学模式，采用更多互动式、情境化教学 等。社会层面：社会应营造包容友好的生活环境，提供语言交流平台与文化活动等; Against the backdrop of intensifying Sino-Thai educational cooperation, the rapidly expanding population of Chinese international students in Thailand has rendered cross-cultural conflict a pressing concern for academic success and psychological adjustment. This study empirically examines the multifaceted nature of cultural conflict among this cohort, drawing on Hofstede’s cultural dimensions theory and Berry’s acculturation framework. Using a validated questionnaire (Cronbach’s α = 0.909) administered to a representative sample, the research identifies that conflicts are most pronounced at the individual level, with significant predictors including language proficiency, academic system disparities, and sociocultural distance. The findings contribute to crosscultural adaptation literature by contextualizing existing models within the Southeast Asian higher education setting. Practically, the study offers targeted recommendations for universities, policymakers, and students to mitigate conflict and foster adaptive strategies, thereby supporting the well-being and academic integration of Chinese students in Thailand. Proceedings of the 13th National and International Conference on "Research to Serve Society", 24th-25th July 2026 at Huachiew Chalermprakiet University, Bangphli District, Samutprakarn, Thailand. p. 239-252 Thu, 01 Jan 2026 00:00:00 GMT https://has.hcu.ac.th/xmlui/handle/123456789/6181 2026-01-01T00:00:00Z