A Study On The Marketing Strategy Of Chinese Tourists In Siam Paragon Shopping Center, Bangkok, Thailand

In the tourism market in Thailand, China has become Thailand’s biggest tourism market. China is increasingly developed into the world economic powerhouse, the Chinese people’s living standard is increasing day by day, Thailand attaches great importance to the development of China’s tourism market, tourism cooperation prospects are very broad. As Thailand attraction and one of the popular shopping center of Siam Paragon shopping center, this article through the analysis of Chinese tourists in Siam Paragon of consumer behavior and empirically the factors influencing the service satisfaction, find Siam Paragon in the operating process of 7 P’S marketing mix strategy for reference, adopt corresponding marketing strategies, aimed at enhancing Siam Paragon shopping center of service quality and competitiveness, promote the development of tourism in Thailand.Through the design and the questionnaires, collect and analyze data, this paper get the following conclusion:In an interview in 405 for Chinese tourists,69.63% of visitors have come more than once Siam Paragon shopping center; visitors with a variety of ways to Thailand to play together, one of the most common way is to hand in hand with relatives; visitors to the shopping center highlights the diversity, the purpose of the top three shopping, shopping and dining; 42.96% of visitors can accept 2-3 hours of shopping or entertainment,32.59% of the visitors can accept 1 to 2 hours of shopping or entertainment; in the plans for the consumption amount of survey results in the top two options is 1000-5000 the Thai baht and the 5000-10000 baht; respondents through introducing publicity materials, travel agencies, the way such as Internet way, relatives and friends know shopping center; and visitors encounter the most problem is the language barrier; the last 64.69 respondents willing to once again go to shopping center. In addition, the correlation analysis conclusion,...