TITLE:
Research on the Business Strategy of Chinese Brand in Thailand: A Case of Sichuan Cuisine
AUTHORS:
Ying Tang, Zhen Chen, Yitong Deng
KEYWORDS:
Sichuan Cuisine, Thailand Consumer, SWOT Analysis, Original
JOURNAL NAME:
Open Journal of Business and Management,
Vol.8 No.2,
February
27,
2020
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.