Work

Research on the Business Strategy of Chinese Brand in Thailand: A Case of Sichuan Cuisine

Year: 2020

Type: article

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.

Source: Open Journal of Business and Management

DOI: 10.4236/ojbm.2020.82032

Authors: Ying Tang, Zhen Chen, Yitong Deng

Institutions: Lingnan Normal University, Macau University of Science and Technology

Language: English

Topic: International Business and FDI

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3006710240

FWCI: 0.533

Cites: 3

Cited by: 3

Related to: 10