INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE IN VENICE 2024

Introduction Book

Asst.Prof.Dr. Chayanan Kerdpitak — 2024-02-07

RISK MANAGEMENT MODEL FOR RAJABHAT UNIVERSITIES IN THAILAND

Luedech Girdwichai — 2024-02-07

Abstract— This research endeavors to develop a tailored model of risk management for Rajabhat universities in Thailand, acknowledging the unique contextual challenges and cultural intricacies that influence these institutions. Employing a mixed-methods research design, the study integrates qualitative insights from interviews, focus groups, and a comprehensive literature review with quantitative data obtained through surveys. The research identifies key risk factors, current decentralized risk management practices, and stakeholder perceptions. Drawing on these findings, a unified risk management model is proposed, incorporating centralized governance structures, cultural competency training, and strengthened community engagement. An expert consultation and a pilot implementation validate the model's feasibility and effectiveness. Recommendations include phased implementation, faculty development in cultural competency, and continuous improvement mechanisms. The model aims to enhance the resilience and sustainability of Rajabhat universities by fostering a culturally sensitive and inclusive approach to risk management. This research contributes to the broader discourse on risk management in higher education, offering insights applicable to similar university contexts globally.

SUCCESS FACTORS TOWARD INTERNATIONAL NICHE GURU UNIVERSITY OF SUAN SUNANDHA RAJABHAT UNIVERSITY

Chutikarn Sriviboon — 2024-02-07

Abstract—The establishment of the International Niche Guru University within the esteemed Suan Sunandha Rajabhat University marks a significant venture into the realm of global education. This abstract delves into the foundational aspects of success factors critical to the university's mission in shaping leaders within specialized niches on an international scale. The study will employ a mixed-methods research design, combining qualitative and quantitative approaches. The target population includes students, faculty members, administrators, and relevant stakeholders associated with the International Niche Guru University. The comprehensive exploration of success factors at the International Niche Guru University has revealed a multifaceted landscape shaped by various quantitative and qualitative dimensions. Overall, the university demonstrates strengths in faculty competence, program innovation, strategic planning, and international collaborations. However, areas for improvement have been identified, including the need to enhance holistic development opportunities and address challenges in internationalization. The recommendations will guide the university in adapting to emerging challenges and opportunities, ensuring sustained success and prominence in the realm of specialized global education.

STRATEGIES FOR TEACHING AND LEARNING MANAGEMENT AT SUAN SUNANDHA RAJABHAT UNIVERSITY: TOWARD INTERNATIONAL NICHE GURU STATUS

Nuntiya Noichun — 2024-02-07

Abstract— This study delves into the strategies employed in teaching and learning management at Suan Sunandha Rajabhat University, aiming to discern their alignment with the university's pursuit of achieving international niche guru status. Through a mixed-methods approach, combining quantitative surveys and qualitative interviews, perceptions and preferences of faculty, students, and staff were investigated. The findings reveal an overall positive perception of current teaching and learning strategies, with participants expressing satisfaction in specific areas. Notably, there is a clear enthusiasm for innovative pedagogies, signaling a shared desire for dynamic and engaging learning experiences. The study also identifies cultural inclusivity as a crucial element influencing satisfaction levels, emphasizing the need for a diverse and inclusive educational environment. In light of these findings, recommendations are proposed to enhance teaching and learning management, including the incorporation of innovative pedagogies, initiatives to enhance cultural inclusivity, investment in faculty development, strengthening international collaborations, and implementing quality assurance measures.

ORGANIZATIONAL MANAGEMENT MODELS FOR NEW GENERATIONS OF ENTREPRENEURS TO ENHANCE COMPETITIVE EFFICIENCY

Bundit Pungnirund — 2024-02-07

Abstract— As the entrepreneurial landscape undergoes unprecedented transformations propelled by technological advancements, globalization, and a shift in societal values, the effectiveness of organizational management becomes paramount for competitive efficiency and sustained success. This research investigates innovative organizational management models tailored to meet the distinctive needs and aspirations of new generations of entrepreneurs. A mixed-methods approach was employed, encompassing quantitative surveys and qualitative interviews. The study unveiled a pronounced preference among new generations of entrepreneurs for transformational leadership styles, emphasizing the importance of leaders who inspire innovation and prioritize employee development. Technology integration emerged as a pivotal factor, with entrepreneurs acknowledging its positive impact on communication, process efficiency, and remote work capabilities. Purpose-driven organizational models gained prominence, reflecting a shift towards businesses aligning goals with social and environmental purposes. The positive correlation between organizational agility and competitive efficiency highlighted the significance of adaptive practices. By illuminating effective models that enhance competitive efficiency, the research seeks to empower entrepreneurs with the knowledge and strategies required to navigate the complexities of the contemporary business landscape, ensuring the resilience and long-term success of their ventures.

A MODEL OF DIGITAL FILMMAKING FOR GENERATION Z IN THAILAND

Somsak Klaysung — 2024-02-07

Abstract— This research explores the dynamic landscape of digital filmmaking for Generation Z in Thailand, aiming to develop a comprehensive model aligned with the unique preferences and practices of this demographic. Utilizing a mixed-methods approach, combining quantitative surveys and qualitative interviews, the study investigates digital media consumption habits, technological proficiency, social media integration preferences, narrative inclinations, and the significance of cultural representation in filmmaking. Quantitative data analysis reveals Generation Z's proclivity for short-form videos and interactive storytelling on social platforms. The study underscores their high level of technological proficiency and the integral role of social media in content creation and consumption. Qualitative insights highlight a desire for visually engaging and culturally resonant narratives. Synthesizing these findings, the developed model emphasizes user-friendly technological interfaces, seamless social media integration, culturally authentic storytelling, and visually dynamic content creation. Recommendations include strategies for technology accessibility, social media integration, narrative development, community engagement, and continuous feedback mechanisms.

EXPORT INNOVATIONS OF SMALL AND MEDIUM BUSINESS ENTREPRENEURS IN THAILAND

Sun Lei — 2024-02-07

Abstract—As the global business landscape undergoes a profound transformation driven by digital technologies, this study investigates the Characteristics of Successful International Trade for Thai Entrepreneurs in the Digital Transformation Era. Employing a mixed-methods approach, combining quantitative surveys, qualitative interviews, and document analysis, the research explores the strategic elements that contribute to the success of Thai entrepreneurs engaged in international trade. The key focus areas include the adoption of digital tools and technologies, strategic market research practices, the integration of digital solutions into supply chain management, and the measurement of success metrics such as revenue growth and market share. The findings reveal that successful entrepreneurs exhibit a nuanced understanding of digital dynamics, effectively leveraging technology to enhance operational efficiency, navigate global markets, and foster adaptability. The study provides actionable insights for entrepreneurs, policymakers, and stakeholders, emphasizing the importance of continuous adaptation and proactive engagement with digital transformation to achieve sustainable success in the international trade arena.

THE RELATIONSHIP BETWEEN PRODUCT CREATIVITY AND THE SUCCESS OF ENTREPRENEURS IN OTOP PRODUCTS IN THAILAND

Siri-orn Champatong — 2024-02-07

Abstract—The One Tambon One Product (OTOP) initiative, a cornerstone of Thailand's local economic development, seeks to empower entrepreneurs to create unique products reflecting the cultural identity of individual tambons. This study investigates the nuanced interplay between product creativity and the entrepreneurial success of those engaged in OTOP products. Through a mixed-methods approach, encompassing quantitative surveys, in-depth interviews, and thematic analysis, the research explores the experiences of entrepreneurs across diverse tambons in Thailand. The study reveals a positive and statistically significant correlation between high levels of product creativity and entrepreneurial success. Entrepreneurs demonstrating greater creativity in their OTOP product development reported increased market penetration, revenue generation, and a profound positive impact on local communities. Qualitative analysis identified challenges such as limited resources and market access issues. Government support programs and the establishment of a supportive creative ecosystem were identified as opportunities to overcome challenges and foster success. To capitalize on these findings, recommendations include targeted training programs to enhance creative capacities, strengthened government support programs, the establishment of a collaborative creative ecosystem, and initiatives to address market access challenges.

CREATING AN IMAGE WITH DIVERSITY FROM NATIVE PLANTS IN NUTRITION IN PHRAEK NAM DAENG SUBDISTRICT, AMPHAWA DISTRICT, SAMUT SONGKHRAM PROVINCE

Akapong Inkuer — 2024-02-07

Abstract— The research on creating an image with diversity from native plants in nutrition in Phraek Nam Daeng Subdistrict, Amphawa District, Samut Songkhram Province is qualitative and quantitative research to explore native plant diversity in nutrition. To apply the image design of Phraek Nam Daeng Subdistrict, Amphawa District, Samut Songkhram Province. Focus on conducting surveys to obtain facts and context about the community. Based on in-depth interviews with local sages, Community leaders and community members found that local plants that are found to be very common and commonly used as food are Nipa palm, Seablite, and Azima sarmentosa. However, a native plant that is suitable for use in developing community products to create an image and identity is seablite, as it is a year-round plant that is popular for consumption. The appropriate product is Crispy Seablite, which is fried and dried at 80 degrees Celsius and will keep its shape intact. In addition, an important element in creating an image for the community is the environment in which the coastal area is located, which is a mangrove forest with mangrove roots as a symbol. To design patterns on packaging Product image satisfaction assessment results are at the highest level. It has an average of 4.80 (SD. 0.422), and the image per package is at the highest level. It has an average value of 4.80 (SD. 0.422). The packaging style consists of patterns and colors that come from the diversity of local plants, allowing it to represent the identity of the community at the highest level. It has an average of 4.94 (SD. 0.238).

LOGISTICS MANAGEMENT STRATEGIES AND EFFICIENCY OF LOGISTICS OPERATIONS IN THE AUTOMOTIVE PARTS MANUFACTURING INDUSTRY IN THAILAND

Martusorn Khaengkhan — 2024-02-07

Abstract— This study delves into the dynamic interplay between logistics management strategies and operational efficiency within the automotive parts manufacturing industry in Thailand. As a vital player in the global automotive supply chain, the industry's ability to streamline logistics operations is crucial for sustained growth and competitiveness. The study employs a mixed-methods approach, combining surveys and interviews to provide a comprehensive understanding of current practices, challenges, and opportunities. The study reveals a pervasive adoption of advanced technologies, including RFID, IoT, and analytics, indicating a commitment to enhancing visibility and decision-making throughout the supply chain. Participants emphasize the importance of lean principles and supply chain optimization practices in minimizing waste and improving overall efficiency. The industry generally perceives itself as operationally efficient, with technology adoption correlating positively with cost-effectiveness. Timely deliveries, while generally satisfactory, face challenges related to transportation bottlenecks. This study contributes valuable insights for industry stakeholders, policymakers, and academics, guiding strategic decisions to enhance logistics efficiency and sustainability within Thailand's automotive parts manufacturing sector. As the industry continues to evolve, these findings offer a roadmap for fostering a resilient and competitive logistics ecosystem.

MESSAGE DESIGN STRATEGIES FOR COMMUNICATING THAI CULTURE IN TELEVISION PROGRAMS

Pongsawee Supanonth — 2024-02-07

Abstract—In the context of Thailand, a country rich in cultural heritage and traditions, the effective communication of Thai culture through television programming necessitates strategic message design. This study delves into the intricate world of message design strategies within Thai television programs, aiming to authentically communicate the richness of Thai culture. Employing a mixed-methods research approach, the research examines visual, linguistic, and narrative elements to unravel the complexities of cultural representation on the television screen. Through content analysis, in-depth interviews with key stakeholders, and audience surveys, the study explores the nuanced approaches employed by content creators. The research concludes with practical recommendations for content creators, advocating for strategic cultural collaborations, continuous audience feedback integration, enhanced linguistic representation, globalization navigation strategies, and increased digital literacy for online engagement. The findings contribute valuable insights to content creators, scholars, and policymakers seeking to enhance the effectiveness of message design strategies for communicating Thai culture through television programs.

RELATIONSHIP BETWEEN MODERN MARKETING CAPABILITIES AND MARKETING PERFORMANCE OF BEVERAGE BUSINESSES IN THAILAND

Nattapong Techarattanased — 2024-02-07

Abstract—The vibrant and competitive landscape of Thailand's beverage industry necessitates a nuanced understanding of the intricate relationship between modern marketing capabilities and marketing performance. This study investigates the adoption and impact of modern marketing strategies, including digital initiatives, social media engagement, data analytics utilization, e-commerce integration, and innovation practices within beverage businesses in Thailand. The research aims to discern correlations between the deployment of these modern marketing capabilities and key marketing performance metrics, such as brand visibility, customer reach, market share, and return on investment. The study's significance lies in its potential to inform strategic decision-making for businesses, guide policymakers, and contribute insights to the evolving nature of marketing in Thailand's dynamic beverage industry. The methodology involves an extensive literature review, a robust research design, and data analysis, leading to comprehensive findings that may guide businesses in optimizing their marketing strategies for sustained growth and competitiveness in the ever-evolving marketplace.

TOURIST EXPECTATIONS AND SATISFACTION IN THAILAND'S TRAVEL EXPERIENCES OF CONSUMER GENERATION Y

Ittipoom Promma — 2024-02-07

Abstract— This study investigates the nuanced interplay between tourist expectations and satisfaction within the context of Thailand's diverse travel experiences. Drawing upon a mixed-methods research design, our exploration delves into the multifaceted factors that influence the perception and contentment of visitors exploring the cultural, culinary, and natural wonders of Thailand. Quantitative analyses reveal a high overall satisfaction level among tourists, emphasizing the significance of cultural immersion, culinary exploration, accommodation quality, engagement with natural attractions, and the integration of technology. The study uncovers cultural authenticity as a central theme, underscoring the pivotal role of genuine experiences in shaping tourists' perceptions. Thai cuisine, recognized for its sensory allure, emerges as a key driver of satisfaction, along with the impact of accommodation quality, the enchantment of natural landscapes, and the convenience of technological amenities. In conclusion, this research not only contributes to a deeper understanding of the complex dimensions of tourist expectations and satisfaction but also provides actionable insights for stakeholders in the tourism industry. By unraveling the intricacies of what enhances the modern traveler's experience in Thailand, this study aims to inform strategies that promote sustainable tourism practices and elevate Thailand's global appeal as a premier travel destination.

FINANCIAL FEASIBILITY STUDY OF INVESTING IN THE ELDERLY CARE SERVICE BUSINESS IN THAILAND

Krisada Sungkhamanee — 2024-02-07

Abstract—The aging population in Thailand has led to an increased demand for elderly care services. As the country experiences demographic shifts, there is a growing interest in investing in the elderly care sector. This study conducts a financial feasibility analysis to assess the viability and potential returns of investing in an elderly care service business in Thailand. The study aims to provide potential investors with insights into the financial viability, risks, and potential returns associated with entering the elderly care market. The research employs a comprehensive financial feasibility study methodology, incorporating both quantitative and qualitative assessments. The financial feasibility study reveals key insights into the potential profitability of investing in the elderly care service business in Thailand. The analysis includes considerations of initial investment costs, operational expenses, revenue projections, and potential challenges. Additionally, regulatory compliance, market competition, and the unique demands of the aging population are examined to provide a holistic view of the business landscape. The findings suggest that, despite the challenges associated with entering the elderly care service sector, there exists a significant opportunity for investors. The financial feasibility study offers valuable insights into the potential returns on investment, helping potential stakeholders make informed decisions about entering the growing market of elderly care services in Thailand.

COMPETITIVE EFFICIENCY MODEL FOR NEW ERA ENTREPRENEURS IN HEALTH PRODUCTS IN THAILAND

Wanida Suwunniponth — 2024-02-07

Abstract— As Thailand's health products industry undergoes a transformative evolution, propelled by heightened consumer awareness and technological advancements, the entrepreneurial landscape within the sector is becoming increasingly dynamic. This study endeavors to unravel the intricate factors influencing competitive efficiency among new era entrepreneurs operating in the realm of health products in Thailand. This research employed a mixed-methods, quantitative surveys and qualitative interviews to provide a comprehensive understanding of the entrepreneurial dynamics at play. The investigation identifies and analyzes key determinants of competitive efficiency, focusing on innovation, market orientation, technological integration, and regulatory compliance. Quantitative analyses reveal statistically significant correlations between competitive efficiency and each of the identified factors, emphasizing their individual impact on entrepreneurial success. Qualitative insights, garnered through in-depth interviews with entrepreneurs and industry experts, shed light on the nuanced strategies employed to navigate the multifaceted challenges of the health products landscape in Thailand. The study concludes by offering actionable recommendations for entrepreneurs, policymakers, and academics, emphasizing the importance of embracing innovation, prioritizing market understanding, leveraging technology effectively, and establishing robust regulatory compliance practices.

MARKETING INNOVATION STRATEGIES FOR THE SUCCESS OF SPA ENTERPRISES IN THAILAND

Chutima Klaysung — 2024-02-07

Abstract—With an increasing emphasis on digital platforms, customer loyalty, and strategic collaborations, spa enterprises are navigating a dynamic landscape to achieve sustained success. This study aims to analyze marketing innovation strategies employed by spa enterprises in Thailand and assess their impact on business success. A mixed-methods approach was adopted, combining quantitative surveys and qualitative interviews. Surveys were distributed to spa owners and managers across diverse geographical regions, and in-depth interviews were conducted to garner nuanced insights. Quantitative analysis revealed a dominant reliance on digital marketing, with over 90% of spa enterprises adopting online strategies. The analysis underscores the significance of digital marketing, loyalty programs, and collaborations in shaping the success of spa enterprises in Thailand. Challenges, including resource constraints and cultural considerations, coexist with opportunities for local and global market expansion. To optimize marketing innovation strategies, spa enterprises are recommended to invest in digital expertise, enhance loyalty programs, actively pursue strategic collaborations, integrate cultural elements in marketing, innovate continuously, overcome resource constraints, monitor and analyze data, and actively participate in wellness tourism initiatives.

QUALITY OF AUDITING AFFECTING SUCCESS IN OPERATING SMALL AND MEDIUM-SIZED ENTERPRISES

Pranee Tridhoskul — 2024-02-07

Abstract— This study delves into the pivotal role of auditing quality in shaping the success trajectories of small and medium-sized enterprises (SMEs) in the diverse and dynamic business landscape of Thailand. The primary objective of this study is to investigate the nuanced relationship between the quality of auditing practices and the operational success of SMEs in Thailand. This study employs a mixed-methods research design, integrating both quantitative and qualitative approaches. The dual design allows for a comprehensive exploration of the relationship between the quality of auditing practices and the operational success of small and medium-sized businesses (SMEs). The study results sheds light on the intricate relationship between auditing quality and the success of small and medium-sized businesses in Thailand. By acknowledging and addressing the unique contextual factors at play, the research contributes valuable insights for strategic decision-making, regulatory compliance, and sustainable growth within the dynamic Thai business landscape.

SUCCESS FACTORS FOR INTERNATIONAL TRADE OF THAI ENTREPRENEURS IN THE DIGITAL TRANSFORMATION ERA

Pichamon Chansuchai — 2024-02-07

Abstract— As the global business landscape undergoes profound shifts in the Digital Transformation Era, Thai entrepreneurs engaging in international trade face a spectrum of challenges and opportunities. This study investigates the critical success factors shaping the outcomes of Thai entrepreneurs in the dynamic interplay of globalization and digital evolution. Through a comprehensive mixed-methods approach, blending quantitative surveys and qualitative in-depth interviews, the research illuminates the nuanced dimensions of success. Quantitative findings, derived from a diverse sample of Thai entrepreneurs, underscore the pivotal role of digital technologies in international trade success. Entrepreneurs emphasizing e-commerce proficiency and data-driven decision-making consistently report heightened satisfaction in their global ventures. Complementary qualitative insights reveal the intricate dance of cross-cultural competencies and the imperative of agile business model innovation in response to the ever-evolving global marketplace. These findings and recommendations serve as a compass for entrepreneurs, policymakers, and industry stakeholders seeking not only to survive but to thrive in the rapidly evolving and interconnected world of international trade.

ENTREPRENEURIAL CHARACTERISTICS AFFECTING ENTREPRENEURIAL INTENTIONS OF BUSINESS ADMINISTRATION STUDENT AT RAJABHAT UNIVERSITY

Chanpen Meenakorn — 2024-02-07

Abstract—Entrepreneurship has emerged as a transformative force in contemporary business landscapes, with an increasing emphasis on fostering entrepreneurial mindsets within higher education. This study investigates the entrepreneurial characteristics that significantly influence the intentions of Business Administration students at Rajabhat University to embark on entrepreneurial ventures. A mixed-methods research design was employed, integrating quantitative survey data and qualitative insights from in-depth interviews. The participants, drawn from various academic levels, provided a diverse representation of the Business Administration student body. In-depth interviews explored students' perceptions of entrepreneurship, the influence of the educational environment, and the role of cultural dynamics. Thematic analysis was applied to identify patterns and nuances within qualitative data. Quantitative results indicated a positive correlation between risk-taking propensity, innovation, proactiveness, opportunity recognition, and entrepreneurial intentions. Qualitative insights emphasized the impact of the educational environment and cultural values on students' entrepreneurial mindsets. The study's insights have implications for curriculum development, institutional policies, and the broader entrepreneurial ecosystem. By nurturing entrepreneurial characteristics, educational institutions can play a vital role in preparing students for innovative and impactful contributions to society.

INTEGRATED MARKETING COMMUNICATION MODEL FOR PROMOTING CULTURAL TOURISM IN THAILAND

Poramatdha Chutimant — 2024-02-07

Abstract—Cultural tourism stands as a significant driver of economic growth and cultural preservation in nations globally. This study investigates the effectiveness of an Integrated Marketing Communication (IMC) model in promoting cultural tourism in Thailand. Employing a mixed-methods approach, the research combines quantitative surveys with qualitative stakeholder interviews to offer a holistic understanding of the impact of the IMC model on tourist perceptions, behavior, and stakeholder perspectives. The quantitative analysis reveals compelling insights into the influence of the IMC model on tourist perceptions of Thailand's cultural offerings. A substantial percentage of surveyed tourists reported heightened impressions, showcasing the model's efficacy in shaping positive destination perceptions. Digital channels, notably social media and online campaigns, emerged as powerful tools in influencing tourist decisions, with a synergistic effect observed when integrated with traditional media strategies. The research concludes by emphasizing the importance of continuous adaptation and strategic interventions to ensure the sustained success of the IMC model in promoting cultural tourism in Thailand. The findings present a blueprint for refining IMC strategies, with a focus on digital innovations, community engagement, and sustainable messaging.

ACCEPTANCE OF TECHNOLOGY IN THE CONTEXT OF INDIVIDUAL INCOME TAX RETURN FILING VIA THE INTERNET

Nutcha Phasuk — 2024-02-07

Abstract—This study explores the acceptance of technology in the specific context of individual income tax return filing via the Internet among Thai people. The transition from traditional to digital tax filing methods raises questions about factors influencing acceptance, including perceived ease of use, perceived usefulness, trust, security, and the impact of government-led initiatives. A mixed-methods approach was employed, combining qualitative in-depth interviews with quantitative surveys. The participants, representing diverse demographics, were selected through stratified random sampling. The qualitative phase aimed to capture nuanced perspectives, while the quantitative phase utilized the Technology Acceptance Model (TAM) to analyze factors influencing technology acceptance. The findings reveal a generally positive attitude toward online tax filing, with participants acknowledging the convenience and usefulness of digital platforms. However, concerns about data security and trust pose significant challenges. Qualitative insights provide depth to the statistical results, highlighting the importance of user experience, government initiatives, and digital literacy. The recommendations include enhancing security measures, tailoring educational initiatives, improving user experience, and addressing the digital divide. Policymakers, tax authorities, and technology developers can leverage these insights to refine strategies and promote wider acceptance.

AWARENESS OF PLASTIC WASTE MANAGEMENT POLICIES AND PLASTIC WASTE MANAGEMENT BEHAVIORS OF GENERATION Y BEVERAGE CONSUMERS IN THAILAND

Yuthapoom Thanakijborisut — 2024-02-07

Abstract—This research delves into the critical intersection of environmental awareness, plastic waste management policies, and the behaviors of Generation Y beverage consumers. With a global imperative to address the escalating plastic pollution crisis, this study investigates the level of awareness among Generation Y consumers regarding existing plastic waste management policies and assesses the impact of this awareness on their plastic waste management behaviors. A survey is employed to gauge the awareness levels of Generation Y beverage consumers regarding plastic waste management policies. The study aims to understand the extent to which this demographic is informed about relevant policies. The research scrutinizes the plastic waste management behaviors of Generation Y consumers, encompassing their recycling habits, single-use plastic reduction efforts, and receptiveness to sustainable alternatives. A critical analysis is undertaken to determine the correlation between awareness of plastic waste management policies and the actual behavioral patterns of Generation Y consumers. This research holds significance in providing empirical insights into the complex relationship between policy awareness and behavioral patterns among Generation Y beverage consumers. The findings have implications for policymakers, environmental advocates, and businesses seeking to align their practices with the growing sustainability expectations of this consumer demographic.

PERCEIVED BRAND VALUE INFLUENCING THE DECISION TO PURCHASE ELECTRIC CARS

Kanittha Seskhumbong — 2024-02-07

Abstract— In the dynamic landscape of sustainable transportation, this study has sought to unravel the intricate relationship between perceived brand value and the decision-making process of Thai Generation Y consumers in the context of electric car purchases. The convergence of quantitative survey data and qualitative in-depth interviews has provided comprehensive insights, shedding light on the factors that significantly influence the preferences of this discerning demographic. The study unequivocally establishes the critical role of a positive brand image in shaping the decision-making process of Thai Generation Y consumers. Elements such as reputation, design aesthetics, and overall brand identity have emerged as pivotal factors, influencing attitudes and preferences toward electric cars. Technological innovation and environmental commitment have proven to be key drivers of perceived brand value. Factors like reliability, driving range, and the overall driving experience have been identified as critical influencers, shaping the perceived brand value associated with electric cars among Thai Generation Y. The recommendations provide actionable strategies for stakeholders to navigate the evolving preferences of Thai Generation Y consumers, fostering a positive environment for the successful integration of electric cars.

THE IMPACT OF AUDIT QUALITY ON THE OPERATIONAL SUCCESS OF COMPANIES LISTED ON THE STOCK EXCHANGE OF THAILAND

Khwanchat Wongjantip — 2024-02-07

Abstract— This study explores the intricate relationship between audit quality and the operational success of companies listed on the Stock Exchange of Thailand (SET). Employing a mixed-methods approach, the research integrates quantitative surveys and qualitative interviews to provide a comprehensive understanding of the impact factors shaping operational outcomes. The quantitative phase of the study reveals significant correlations between key indicators of audit quality and financial performance metrics. Auditor independence emerges as a crucial factor positively associated with operational success and demonstrate higher return on assets (ROA) and return on equity (ROE). Similarly, effective audit committees and consistent adherence to auditing standards are found to contribute to improved operational efficiency and financial stability. The qualitative interviews with stakeholders find that stakeholders perceive a strong link between audit quality and operational success, emphasizing the role of high-quality audits in maintaining stakeholder confidence and financial transparency. Additionally, regulatory frameworks are identified as significant impact of audit quality, shaping the overall operational landscape. Practitioners in the field are urged to strategically align audit processes with a focus on auditor independence, effective audit committees, adherence to auditing standards, and investments in technology and transparent communication with stakeholders are emphasized as crucial elements for sustained operational success.

DISTINGUISHING DIFFERENCES IN PURCHASING BEHAVIOR OF BAKERY PRODUCTS BETWEEN BRICK-AND-MORTAR STORES AND SOCIAL NETWORK STORES

Ladaporn Pithuk — 2024-02-07

Abstract—In the ever-evolving landscape of consumer behavior, the bakery sector in Thailand undergoes a significant transformation as traditional brick-and-mortar stores coexist with the rise of social network stores. This study aims to discern the nuanced differences in purchasing behavior among Thai consumers, investigating the factors influencing their choices between the sensory charm of brick-and-mortar stores and the digital convenience offered by social network platforms. A mixed-methods research design was employed, combining quantitative surveys and qualitative in-depth interviews. A diverse sample of Thai consumers, spanning various demographics and purchasing behaviors, participated in the study. The quantitative phase utilized structured questionnaires to gather demographic data, preferences, and factors influencing the choice of purchasing channels. The qualitative phase involved in-depth interviews to capture cultural nuances and provide a deeper understanding of participants' experiences. The findings revealed distinct patterns in purchasing behavior. Brick-and-mortar stores were favored for their cultural connections, sensory experiences, and community ties. In contrast, social network stores attracted consumers seeking convenience, a diverse range of bakery options, and cost-effective choices. Cultural influences, convenience factors, pricing perceptions, and the role of social media emerged as key influencers in shaping consumer preferences.

COMPONENTS OF EXECUTIVE LEADERSHIP AFFECTING EFFECTIVE PERSONNEL MANAGEMENT AT RAJABHAT UNIVERSITY

Khajeerat Phumphruk — 2024-02-07

Abstract— In the dynamic realm of higher education, the role of executive leadership is instrumental in shaping the work environment and personnel management practices within academic institutions. This study explores the key components of executive leadership and their impact on effective personnel management at Rajabhat University. A mixed-methods research design is employed, incorporating quantitative surveys and qualitative interviews. The survey gathers perceptions from faculty and staff regarding executive leadership components, while interviews with key leaders provide qualitative insights. The study identifies gaps in visionary leadership communication, inclusive governance implementation, alignment of strategic decision-making, integration of ethical leadership, team-building strategies, employee well-being initiatives, strategic use of technology, and innovation in academic practices. These gaps present opportunities for improvement in leadership practices at Rajabhat University. The implications of addressing these gaps extend beyond immediate improvements in personnel management. A positive and inclusive workplace culture contributes to higher faculty and staff satisfaction, increased productivity, and the university's overall success in fulfilling its educational mission.

A STUDY OF TECHNIQUES FOR ORGANIZING EFFECTIVE EXECUTIVE MEETINGS AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Juneerut Jannit — 2024-02-07

Abstract—This study investigates the techniques for organizing effective executive meetings at Suan Sunandha Rajabhat University, with a focus on enhancing decision-making processes and fostering collaborative governance. Employing a mixed-methods research approach, the study integrates qualitative insights from interviews, focus groups, and document analysis with quantitative data obtained through surveys and observations. Key findings highlight the importance of strategic meeting design, transparent communication practices, and optimized technology integration. Stakeholders express the need for structured agendas, standardized communication protocols, and targeted technology training. The study concludes with practical recommendations, emphasizing continuous improvement, cultivating a culture of collaboration, and exploring emerging technologies. Implementing these strategies is expected to elevate the efficiency and impact of executive meetings, contributing to the university's commitment to excellence in education and governance.

DEVELOPING TRAINING PROGRAMS TO ENHANCE WORK EFFICIENCY OF PERSONEL AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Busara Srikanok — 2024-02-07

Abstract— In the dynamic landscape of higher education, the efficiency and effectiveness of personnel are critical for the sustainable success of academic institutions. This study focuses on the development and implementation of targeted training programs at Suan Sunandha Rajabhat University, aimed at augmenting the work efficiency of its personnel. Employing a comprehensive mixed-methods approach, the research integrates quantitative assessments and qualitative insights to discern the impact of the training interventions. Quantitative assessments reveal a substantial enhancement in participants' knowledge and skills, indicating the success of the tailored training interventions. Concurrently, performance metrics analysis illustrates positive trends in efficiency indicators across diverse departments, underlining the practical applicability of the training content. Qualitative exploration, conducted through interviews and focus group discussions, provides nuanced perspectives on the perceived impact of the training. Participants express heightened confidence in applying newfound skills, fostering improved team dynamics, and contributing to a positive organizational culture. The findings serve as a valuable resource for academic administrators, instructional designers, and policymakers seeking to cultivate a culture of continuous improvement and excellence in university administration.

PROCUREMENT MANAGEMENT IN ACCORDANCE WITH THE MINISTRY OF FINANCE'S REGULATIONS ON PROCUREMENT AND GOVERNMENT SUPPLIES MANAGEMENT, 2017

Supaporn Prajongjai — 2024-02-07

Abstract— This study provides a comprehensive analysis of procurement management practices within government entities, with a focus on the effectiveness and impact of the Ministry of Finance's Regulations on Procurement and Government Supplies Management, enacted in 2017. Employing a mixed-methods research design, the study integrates qualitative insights from stakeholder interviews and document analysis with quantitative data obtained through surveys and performance metrics evaluation. The findings reveal a positive trajectory in the awareness, transparency, and efficiency of procurement practices since the implementation of the regulations. Stakeholder perceptions underscore the regulations' role in fostering transparency and accountability, while performance metrics demonstrate improvements in procurement cycle times and compliance rates. Sectoral variances and challenges, including technological readiness and interpretation disparities, are identified, prompting targeted recommendations for ongoing adaptation and enhancement. Recommendations emphasize the importance of sector-specific strategies, technology integration, and continuous stakeholder engagement to optimize the regulations' effectiveness. The commitment to regular reviews and adaptability underscores the regulatory framework's relevance in the dynamic landscape of government procurement.

DEVELOPING ENGLISH LANGUAGE SKILLS FOR EXCELLENCE IN SECRETARIAL WORK AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Charinthip Hirannukhrao — 2024-02-07

Abstract— In response to the evolving demands of a globalized professional landscape, Suan Sunandha Rajabhat University initiated a comprehensive program aimed at enhancing the English language skills of its secretarial professionals. This study presents the abstract of an in-depth analysis that evaluates the effectiveness and impact of the English language skills development program. Through a mixed-methods research design incorporating both qualitative interviews and quantitative surveys, the research delves into the outcomes of the program and provides valuable insights into the transformative journey undertaken by secretarial professionals at the university. The findings of this study contribute valuable insights into the transformative potential of English language skills development programs for secretarial professionals. As organizations continue to navigate a globalized environment, the study's recommendations serve as a roadmap for institutions seeking to optimize language proficiency initiatives and foster holistic professional growth. By aligning with the broader vision of Suan Sunandha Rajabhat University for excellence in secretarial work, this study serves as a catalyst for ongoing improvements, emphasizing the dynamic nature of language skills development within a multicultural and interconnected professional landscape.

AN ANALYSIS OF PARTICIPATION IN NATIONAL AND INTERNATIONAL ACADEMIC CONFERENCES AMONG PERSONNEL AND STUDENTS OF THE FACULTY OF MANAGEMENT SCIENCE AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Kanmanas Muensank — 2024-02-07

Abstract—As academic conferences play a pivotal role in fostering scholarly exchange and professional development, understanding the patterns and dynamics of participation becomes crucial for institutions aiming to enrich their academic culture. This study delves into the landscape of conference engagement within the Faculty of Management Science at Suan Sunandha Rajabhat University, exploring the motivations, challenges, and opportunities for both personnel and students. A mixed-methods approach was employed, combining quantitative surveys with qualitative in-depth interviews and focus group discussions. Quantitative analysis revealed distinct patterns based on academic ranks and student academic years. Senior faculty members displayed heightened participation, while senior students exhibited increased engagement in their final academic years. Financial constraints emerged as a significant challenge for both groups, influencing the frequency of participation. Mentorship emerged as a crucial success factor, impacting sustained engagement. These insights contribute to the ongoing dialogue on elevating the scholarly culture within the faculty, paving the way for sustained academic growth and excellence.

THE APPLICATION OF GOOGLE SHEETS IN ENHANCING THE ROLE AND DUTIES OF THE EXECUTIVE SECRETARY AT THE FACULTY OF MANAGEMENT SCIENCE, SUAN SUNANDHA RAJABHAT UNIVERSITY

Arissara Songkroh — 2024-02-07

Abstract—This study investigates the transformative impact of integrating Google Sheets into the daily operations of Executive Secretaries within the Faculty of Management Science at Suan Sunandha Rajabhat University. Employing a mixed-methods approach, the research explores both quantitative data from surveys and qualitative insights from interviews and focus group discussions. Quantitative findings reveal a high frequency of Google Sheets usage among Executive Secretaries, with a significant positive correlation between tool usage and perceived improvements in administrative efficiency, communication, and task coordination. Qualitative analysis uncovers key themes, including time efficiency, enhanced accuracy in data management, and the fostering of a collaborative work culture. Success factors, such as user proficiency, collaborative work practices, and consistent IT support, emerge as crucial elements influencing the positive outcomes reported by Executive Secretaries. The recommendations focus on continuous training, professional development opportunities, and the establishment of a feedback mechanism to ensure sustained proficiency and address emerging challenges. The findings contribute on the transformative potential of technology in redefining the roles and duties of administrative professionals in academic institutions.

ATTITUDES TOWARDS PARTICIPATION IN ACADEMIC SERVICE PROJECTS AMONG ACADEMIC PERSONNEL AND STUDENTS AT THE FACULTY OF MANAGEMENT SCIENCE, SUAN SUNANDHA RAJABHAT UNIVERSITY

Araya Yordchim — 2024-02-07

Abstract— This study investigates attitudes towards participation in academic service projects among academic personnel and students within the Faculty of Management Science at Suan Sunandha Rajabhat University. Employing a mixed-methods research design, the study aims to provide a comprehensive understanding of the motivations, challenges, and impacts associated with community engagement within the academic community. The quantitative phase involves a structured survey instrument, exploring motivations, perceived benefits, challenges, and demographic information. Concurrently, the qualitative phase incorporates in-depth interviews and focus group discussions to delve into the nuanced aspects of attitudes towards service projects. Preliminary findings reveal a predominant motivation rooted in a strong sense of social responsibility among both academic personnel and students. The study identifies time constraints and communication challenges as significant barriers, emphasizing the need for flexible engagement models and enhanced communication strategies. Successful projects are characterized by meaningful community-university partnerships, contributing to a transformative impact on the institutional culture. The recommendations aim to foster a culture of community engagement, aligning with the university's mission to contribute meaningfully to societal development.

A PROACTIVE MODEL OF PUBLIC RELATIONS THROUGH SOCIAL MEDIA TO ELEVATE THE IMAGE OF THE FACULTY OF MANAGEMENT SCIENCE AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Kanyakorn Sujarittnetikarn — 2024-02-07

Abstract— In an era where digital communication shapes perceptions, academic institutions must strategically leverage social media to enhance their image and engage effectively with stakeholders. This study presents a comprehensive investigation into the development, implementation, and impact of a proactive model of public relations (PR) through social media, with the specific aim of elevating the image of the Faculty of Management Science at Suan Sunandha Rajabhat University. A mixed-methods research design was employed, combining qualitative and quantitative approaches. In-depth interviews with key stakeholders provided nuanced insights into current perceptions, while content analysis of existing social media content identified successful strategies. Surveys and social media analytics were used for quantitative assessments, providing a holistic view of the proactive PR model's impact. The implementation of the proactive PR model resulted in a positive shift in stakeholder perceptions, with increased awareness and favorable views of the faculty. The proactive PR model has demonstrated its potential to elevate the image of the Faculty of Management Science. By embracing recommendations and iteratively refining strategies, the faculty can continue to leverage social media as a powerful tool for strategic communication, fostering positive relationships with stakeholders and reinforcing its position as a leading academic institution

DEVELOPING THE GOVERNMENT ADVANCE LOAN PROCESS AT THE FACULTY OF MANAGEMENT SCIENCE, SUAN SUNANDHA RAJABHAT UNIVERSITY

Weena Kunyeat — 2024-02-07

Abstract—In response to the dynamic landscape of financial management in higher education, this research presents the development and implementation of an innovative Government Advance Loan Process at the Faculty of Management Science, Suan Sunandha Rajabhat University. The aim of this initiative was to enhance operational efficiency, user satisfaction, and compliance with financial regulations within the institution. An interdisciplinary approach was adopted, incorporating exploratory research, needs assessment, and technology evaluation to inform the system's design. The development process emphasized a user-centric design, involving faculty, staff, and key stakeholders in shaping the system's functionalities. Continuous feedback mechanisms, pilot testing, and iterative refinements were employed to ensure the system met user expectations. Analysis results demonstrated a substantial increase in user satisfaction, with users praising the streamlined processes and reduced processing times. The system exhibited efficiency gains, as evidenced by a notable decrease in loan processing times. Compliance with financial regulations and governance standards was rigorously upheld, fostering transparency and accountability. To further enhance the system's functionality, recommendations include continuous user training, feature expansion, cybersecurity measures, integration with other institutional systems, and a focus on scalability and future-readiness.

THE DEVELOPMENT OF AN ELECTRONIC BIDDING OPERATIONS MANUAL FOR THE FACULTY OF MANAGEMENT SCIENCE, SUAN SUNANDHA RAJABHAT UNIVERSITY

Thanakit Phipatsakunkamon — 2024-02-07

Abstract—This manual serves as a comprehensive guide for faculty members, administrative staff, and vendors involved in the electronic bidding process, with the primary goals of enhancing transparency, promoting efficiency, and ensuring compliance with regulations. The development process of the manual involved a systematic approach, incorporating stakeholder needs assessments, literature reviews, and rigorous usability testing. The content was meticulously refined to ensure clarity, comprehensiveness, and alignment with relevant regulations, while also emphasizing user-friendly design and accessibility. The analysis of the manual's impact revealed positive outcomes, including streamlined processes, heightened stakeholder satisfaction, and increased compliance. Stakeholder feedback played a crucial role in refining the manual, leading to valuable recommendations for visual enhancements, regular updates, and continuous user training to further enhance its effectiveness. The recommended enhancements aim to fortify its efficacy, ensuring it remains a dynamic and indispensable resource in an ever-evolving technological landscape. As Suan Sunandha Rajabhat University continues to pioneer innovative practices, this manual stands as a cornerstone in fostering transparency, efficiency, and best practices in electronic bidding processes.

STUDENT SATISFACTION WITH LOAN-RETURN SERVICES FOR AUDIOVISUAL EQUIPMENT IN THE FACULTY OF MANAGEMENT SCIENCE AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Phakaporn Detanant — 2024-02-07

Abstract—This study delves into the nuanced landscape of student satisfaction with loan-return services for audiovisual equipment within the Faculty of Management Science at Suan Sunandha Rajabhat University. Integrating both quantitative and qualitative methodologies, the research aims to provide a comprehensive understanding of student experiences and perceptions regarding the provision of audiovisual aids for academic purposes. The quantitative analysis, encompassing responses from a diverse sample of students, reveals a predominant trend of high satisfaction levels, particularly in aspects related to overall service quality, equipment accessibility, and perceived equipment quality. However, a divergence in perceptions surfaces in the realm of communication effectiveness, pointing to potential areas for improvement. The qualitative analysis unveils rich insights into the student experience. Positive themes emerge, emphasizing the efficiency of the borrowing process, the helpfulness of staff, and the overall seamlessness of transactions. Simultaneously, areas for improvement are identified, notably centered around the need for clearer and more timely communication channels. The study concludes with actionable recommendations tailored to address these key themes, including strategies for communication enhancement, staff training, the establishment of a feedback mechanism, and the exploration of technology integration.

FACTORS AFFECTING THE INTERNAL EDUCATIONAL QUALITY ASSURANCE OPERATIONS WITHIN THE FACULTY OF MANAGEMENT SCIENCE AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Chartlikid Nimngam — 2024-02-07

Abstract—This research investigates the multifaceted factors influencing the internal educational quality assurance operations within the Faculty of Management Science at Suan Sunandha Rajabhat University. Employing a mixed-methods approach, the study combines quantitative surveys and qualitative interviews to provide a comprehensive understanding of the current state of quality assurance and offer strategic insights for improvement. Quantitative analyses revealed a moderate level of perceived stakeholder engagement, emphasizing the necessity of involving faculty, administrators, and students in the quality assurance processes. Both students and faculty stressed the significance of student-centric approaches, and a strong commitment to continuous improvement and adaptability was evident. Qualitative data, derived from in-depth interviews and focus group discussions, complemented the quantitative findings. Based on the findings, strategic recommendations were proposed to enhance stakeholder engagement, strengthen leadership commitment, facilitate comprehensive technology integration, implement tailored faculty development programs, empower student involvement, and foster a culture of continuous improvement. These recommendations aim to guide the faculty in optimizing its internal educational quality assurance operations.

AN EVALUATION OF GOOGLE FORMS FOR STUDENT PARTICIPATION REGISTRATION IN STUDENT AFFAIRS AND CULTURAL ARTS ACTIVITIES AT THE FACULTY OF MANAGEMENT SCIENCE, SUAN SUNANDHA RAJABHAT UNIVERSITY

Patchara Kingkan — 2024-02-07

Abstract—In response to the evolving educational landscape, institutions worldwide are leveraging digital solutions to streamline administrative processes. This study aims to evaluate the effectiveness and user satisfaction of Google Forms in facilitating and enhancing the registration experience within this academic context. A mixed-methods research design is employed, combining quantitative surveys and qualitative interviews. The quantitative phase involves distributing structured surveys to students engaged in student affairs and cultural arts activities, assessing their experiences with Google Forms for registration purposes. Concurrently, qualitative interviews with students and faculty members provide deeper insights into the perceived advantages, challenges, and overall user satisfaction. Preliminary analysis indicates a widespread adoption of Google Forms for student participation registration, with a majority of respondents expressing satisfaction with the platform's user-friendly interface and accessibility. The quantitative data will be triangulated with qualitative findings to offer a comprehensive understanding of the strengths and areas for improvement in utilizing Google Forms for registration purposes. The results aim to inform educators, administrators, and technology providers about the efficacy of Google Forms for enhancing student participation registration processes and fostering a more engaging student experience in extracurricular activities.

A COMPARATIVE STUDY OF STUDENT SATISFACTION WITH ONLINE TEACHING IN THE ACADEMIC YEAR 2023 AT THE INTERNATIONAL EDUCATION CENTER

Treenuch Numsimok — 2024-02-07

Abstract—The academic year 2023 marks a pivotal moment for the International Education Center as it navigates the complexities of online teaching, a paradigm that has become integral to the contemporary education landscape. This study delves into the realms of student satisfaction within this dynamic environment, drawing from global trends, pedagogical practices, technological infrastructure, social interaction, and cultural influences. Employing a comparative research design, this study captures the experiences and perceptions of a diverse student population through surveys, interviews, and focus group discussions, while both quantitative and qualitative analyses provide a comprehensive understanding of the factors shaping student satisfaction. Quantitative analysis reveals an overall positive sentiment towards online teaching, with variations observed across disciplines. Pedagogical approaches, technological infrastructure, social interaction, and cultural factors emerge as influential determinants of satisfaction. Qualitative insights shed light on nuanced challenges, suggested improvements, and discipline-specific variations, providing a holistic perspective. The comparative study underscores the significance of ongoing pedagogical innovation, robust technological support, and cultural competence in enhancing the online learning experience.

DEVELOPMENT OF THE INTERNAL CONTROL MANAGEMENT PLAN FOR THE FACULTY OF MANAGEMENT SCIENCE AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Worawit Khumwong — 2024-02-07

Abstract—This research endeavors to formulate a comprehensive Internal Control Management Plan tailored to the unique needs of the Faculty of Management Science at Suan Sunandha Rajabhat University. A mixed-methods approach, including surveys and interviews with key stakeholders, was employed to assess stakeholder perceptions, pinpoint potential risk areas, and discern the cultural nuances influencing internal controls within the Faculty. Quantitative analysis revealed an overall positive stakeholder perception, alongside the identification of specific risk domains such as financial management and data security. Qualitative insights unearthed cultural considerations, highlighting communication challenges and the necessity for a collaborative cultural framework in internal control practices. The amalgamation of these findings informs strategic recommendations for policy refinement, targeted capacity-building initiatives, technology integration, and the infusion of a culturally sensitive approach within the Internal Control Management Plan. The study serves as a guiding framework for academic institutions aspiring to fortify their governance structures through the strategic deployment of effective internal controls.

THE APPLICATION STATUS OF ENTERPRISE PATENT INFORMATION MANAGEMENT RESEARCH IN CHINESE CREATIVE INDUSTRY PARK

WEI LIN — 2024-02-07

The patent information resource system have taked as the research platform and the enterprise with the registered patent information resource system as the research object. The article analyzes the application of patent information of enterprises, including the amount of patent search and patent selection of registered users, the classification of the nature of the enterprise, the classification of enterprise scale, the classification of national economic industries, etc..This article points out the importance of patent information to the development of enterprises and puts forward suggestions on how to promote and apply patent information in enterprises. That meet the needs of enterprise scientific and technological development.Through some measure will enhance the ability of enterprises to innovate independently. This article analyzes the enterprise patent protection through the platform registered enterprises. Most enterprises have a weak awareness of patent protection. Through the classification and comparison of enterprises, the article puts forward some corresponding measures to improve the patent protection of enterprises.

RESEARCH ON THE DEVELOPMENT OPTIMIZATION PATH OF CHINA'S TRADITIONAL RETAIL INDUSTRY UNDER THE BACKGROUND OF NEW RETAIL

CAI CHEN — 2024-02-07

With the development of The Times, information science and technology are also constantly
innovating. Under this background, a new retail model arises at the historic moment. New retail
means that enterprises, relying on the Internet and using advanced information technology such
as artificial intelligence and big data, upgrade and transform the production, circulation and
sales process of commodities, and strive to reshape the business structure and ecosystem. And
further integrate online services with offline experience and modern logistics. In the past,
people's research on the retail industry mainly focused on the traditional retail industry, that is,
the sale of goods without the support of the Internet and information technology. In this paper,
by means of literature research and case analysis, to the present new retail related literatures
were collected, dimensional analysis under the background of the present new retail formats
problems of China's traditional retail, and in the alibaba group's new retail practice, for
example, to the Chinese traditional retail industry put forward reasonable suggestions for the
purpose of this study.