full2010.pdf - page 1049

1011
Parttime lecturer, Department of Marketing, Faculty of Business Administration, Rajamangala University of Technology
Srivjjaya, Songkhla, 90000
the producers of processed seafood products to create new products and package for value added and service
customers.
Keywords : Processed seafood products, Market development, Package
‡ÎµœÎµ
°»˜µ®„¦¦¤Ÿ¨· ˜£´–”r°µ®µ¦š³Á¨Âž¦¦¼žÄœž¦³Áš«Åš¥¤¸ÂœªÃœo¤Á¡·É¤¤µ„ ¹Êœ Ž¹ÉŠÁž}œ„µ¦Á¡·É¤
šµŠÁ¨º°„Ä®o„´Ÿ¼o¦·Ã£‡Äœ„µ¦Á¨º°„ŽºÊ°Ÿ¨·˜£´–”rš¸É ¤¸‡ªµ¤Â˜„˜nµŠÂ¨³Âž¨„Ä®¤n ¹Êœ ¨³¥´ŠÁž}œ„µ¦ ¥µ¥˜¨µ—
—oª¥ —´Šœ´Êœ „µ¦¡´•œµ˜¨µ—¨³Ÿ¨·˜£´ –”r°µ®µ¦š³Á¨Âž¦¦¼ž‹¹Š¤¸‡ªµ¤Îµ‡´˜n°Ÿ¼ož¦³„°„µ¦Â¨³Ÿ¼o¦·Ã£‡ ‡º°
šÎ µÄ®oÁ„·—Ÿ¨·˜£´ –”rÄ®¤n¹ÊœÄœ˜¨µ— ×¥„µ¦Á¡·É¤¦¼žÂÂ¨³¦µ˜·°ŠŸ¨·˜£´–”rÄ®o¤¸‡ªµ¤®¨µ„®¨µ¥ ¦ª¤™¹Š
„µ¦¦·®µ¦„µ¦Ÿ¨·˜Ä®o¤¸˜oœš»œ˜Éε ˜n µ¤µ¦™¦´„¬µ‡»–£µ¡Â¨³‡»–‡n µ °Š·œ‡oµš» „—oµœÅªo ŗo ¦ª¤š´ÊŠnŠŸ¨Äœ
£µ¡¦ª¤šµŠ—oµœÁ«¦¬“„· ‹ °Šž¦³Áš« š¸É µ¤µ¦™¦oµŠ¦µ¥Å—o Ä®o„´šo°Š™·É œÂ¨³Ÿ¼ož¦³„°„µ¦Å—o ¦³
„µ¦˜¨µ—„È Áž}œž{‹‹´¥®œ¹ÉŠš¸Énª¥¥„¦³—´‡ªµ¤ÎµÁ¦È ‹ °ŠŸ¨·˜£´–”r „µ¦¡´•œµŸ¨·˜£´–”r„ÈÁž}œ„·‹„¦¦¤®œ¹ÉŠš¸É¤¸
‡ªµ¤Îµ‡´˜n°„µ¦—εÁœ·œ„· ‹„µ¦Áž}œ°¥n µŠ¥·ÉŠ ¦ª¤Åž™¹ Š„µ¦„¦³‹µ¥·œ‡o µÅž¥´ŠŸ¼o¦· ㇰ¥nµŠš´Éª™¹ŠÂ¨³¤¸
ž¦³·š›·£µ¡ „µ¦¡´•œµ¦¦‹»£´–”r„ÈÁž}œ°Š‡rž¦³„°®œ¹ÉŠ °ŠŸ¨· ˜£´–”r ¨³Áž}œ‹»—Á¦·É¤˜oœ °Šn ªœŸ¤šµŠ
„µ¦˜¨µ—š¸É¤¸‡ªµ¤Îµ‡´˜n°„µ¦—εÁœ·œŠµœšµŠ„µ¦˜¨µ—Ťnœo °¥Åž„ªnµn ªœŸ¤šµŠ„µ¦˜¨µ—˜´ª°ºÉœ Ç Å—o „n
¦µ‡µ „µ¦‹´—‹Îµ®œnµ¥ ¨³„µ¦n ŠÁ¦·¤„µ¦˜¨µ— Ž¹ÉŠŸ¨·˜£´–”r¤·Än ε‡´°¥¼nÁ¡¸¥ŠÂ‡n‡»–£µ¡Â˜nÁ¡¸¥Š°¥nµŠÁ—¸ ¥ª ˜n
¦ª¤™¹ Š¦¦‹»£´–”rš¸É µ¤µ¦™¦oµŠ‡ªµ¤œÄ‹ ¨³¦oµŠ¤¼ ¨‡nµÁ¡·É¤Ä®o„´Ÿ¨· ˜£´–”rŗo Ž¹ÉŠnŠŸ¨˜n°‡ªµ¤ÎµÁ¦È ‹šµŠ
„µ¦˜¨µ—Äœ¦³¥³¥µª˜n °Åž ¦¦‹»£´–”rš¸Éŗo ¦´„µ¦°°„°¥nµŠ—¸‹³nª¥Á¡·É¤¤¼¨‡n µ ‡ªµ¤³—ª„„n¨¼„‡o µÂ¨³¤¸
‡»–‡nµ˜n°„µ¦nŠÁ¦·¤„µ¦˜¨µ— (Kotler, 2003) —´Šœ´Êœ „µ¦«¹„¬µ¡§˜·„¦¦¤„µ¦ŽºÊ°Â¨³„µ¦˜´—·œÄ‹ŽºÊ°Ÿ¨·˜£´ –”r
°µ®µ¦š³Á¨Âž¦¦¼ ž °ŠŸ¼o¦·Ã£‡ Á¡ºÉ°‹³Å—o œÎµÅž¼n„µ¦¡´ •œµŸ¨·˜£´–”r¨³¦¦‹»£´–”rš¸É˜¦Š„´‡ªµ¤˜o °Š„µ¦
°Š˜¨µ— œ´„„µ¦˜¨µ—‹¹ Š‡ª¦Ä®o‡ªµ¤Î µ‡´Äœž¦³Á—Èœ—¸Š„¨n µªÁ¡ºÉ°Ÿ¨ÎµÁ¦È‹šµŠ„µ¦˜¨µ—Äœ°œµ‡˜
ª·›¸„µ¦ª·‹´¥
Šµœª·‹´¥‡¦´ÊŠœ¸ÊnŠ„µ¦«¹„¬µ°°„Áž}œ 3 —oµœ ž¦³„°—oª¥
1. «¹„¬µ‹µ„„µ¦Îµ¦ª‹Ÿ¼oŸ¨·˜°µ®µ¦š³Á¨Âž¦¦¼žÂ¨³Ÿ¼o¦·Ã£‡ —´Šœ¸Ê
1.1 Ÿ¼oŸ¨·˜ : ¨³Îµ¦ª‹Á„¸É¥ª„´„¦³ªœ„µ¦„µ¦Ÿ¨·˜Â¨³„µ¦˜¨µ—‹µ„Ÿ¼oŸ¨·˜°µ®µ¦š³Á¨ ž¦¦¼Äœ¡ºÊœš¸É
˜Îµ¨¤nªŠŠµ¤ ‹Îµœªœ 5 ¦µ¥ ‡· —Áž}œ 25% °Š‹ÎµœªœŸ¼oŸ¨· ˜š´ÊŠ®¤— 20 ¦µ¥ °Š¡ºÊœš¸É®¤¼n š¸É 3 ˜Îµ¨¤nªŠŠµ¤ °ÎµÁ£°
·Š®œ‡¦ ‹´Š®ª´—Š ¨µ Ž¹É Šž¦³„°—oª¥ 1) „¨»n¤Ÿ¼o Ä®noµœoµœ¤n ªŠŠµ¤®¤¼n 3 2) „¨»n ¤œµŠÅ®ª ®œ»—š°Š
3) „¨»n ¤œµŠ¤µÁ¦¸¥¤ Á®¨µ³Á®¤ 4) „¨»n¤œµŠ°» Å®¤ ªŠ«r¤» µ ¨³5) „¨»n¤œµŠÅ®¤ œ˜°œ ¨³Á„ȝ¦ª¤¦ª¤
ץčo °™µ¤Â´¤£µ¬–rĜž¦³Á—Èœ˜¨µ— °ŠŸ¨·˜£´–”r°µ®µ¦š³Á¨Âž¦¦¼ž
1.2 Ÿ¼o¦·Ã£‡: «¹„¬µÃ—¥„µ¦ Pre-test ×¥„µ¦Äo °™µ¤ ™µ¤„¨»n¤˜´ª°¥nµŠš¸ÉÁž}œŸ¼o¦·Ã£‡š¸É ŽºÊ°
Ÿ¨·˜£´ –”r°µ®µ¦š³Á¨Âž¦¦¼žÄœ¡ºÊœš¸É°ÎµÁ£°Á¤º°Š ¨³°ÎµÁ£°®µ—Ä®n ‹´Š®ª´—Š ¨µ ‹Î µœªœ 31 ¦µ¥ Á¡ºÉ°˜o°Š„µ¦
¡´ •œµŸ¨·˜£´–”rÄ®o °—‡¨o°Š„´¡§˜·„¦¦¤„µ¦ŽºÊ° °ŠŸ¼o¦·Ã£‡