Research on the Business Strategy of Chinese Brand in Thailand: A Case of Sichuan Cuisine
Open Access
- 1 January 2020
- journal article
- Published by Scientific Research Publishing, Inc. in Open Journal of Business and Management
- Vol. 08 (02), 532-541
- https://doi.org/10.4236/ojbm.2020.82032
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.Keywords
This publication has 1 reference indexed in Scilit:
- Geographies of food: ‘Afters’Progress in Human Geography, 2010