กลยุทธ์การปรับตัวของผู้ประกอบการร้านค้าทอ!ี ยู่ในห้างสรรพสินค้าแห่งหน!ึงในย่านอนุสาวรีย์ชัยสมรภูมิ

Abstract

This research aim to study the ability to manage the stores in the mall operator in the monument and study the market competitiveness of enterprises store in a mall in the Monument. By collecting data, concept, theory and related document. Researcher stated 135 sampling of survival of department store at
victory monument, use questionnaire as a tools for collecting data in descriptive and quantitative analysis by frequency distributions, percentage, mean, standard deviation, statistical hypothesis Pearson Correlation significant level 0.05
The research result found that mostly gender of sampling is female, age between 30-40, Bachelor graduate, most business operators on clothes and jewelry, during the business less than 5 years, and the profits from the sales. 50001-100000 baht. The marketing strategy is mainly to focus on. The introductory price fixing defining the product introduction phase, new goods Modern distribution, the slogan of the brand recognition, the outdoor billboards to create frequency and focus of customer access, the need and demand affect buying decisions, proposed products or services that are appropriate to each client individually, the services we offer to meet the needs of the individual customer experience, easy to use its support for all ages highest level. the survival of households most stores cater to the management and control costs over time At the highest level.