ANALYSIS OF CHINESE LANGUAGE SERVICE IN THAILAND’S REAL ESTATE INDUSTRY: CASE STUDY OF TC DEVELOPMENT
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Abstract
“TC Development” is Thailand’s real estate company which has marketing policy on Chinese
customers. The company was the case study of this research. The research aim to investigate the current
situation of Chinese language service in real estate industry of Thailand and how it effect to Chinese
customers, as well as aim to show the trend in the future of the services and recommend that how the
services should be in the right way for the companies doing marketing among Chinese customers, for the
profit in term of attracting Chinese customers to Thailand’s real estate market.
After study and analysis the informations from investigation, interview and making the
questionairs author found that it has relationship between Thailand’s real estate industry and business
Chinese language, business Chinese language is one of crucial factors encouraging the real estate industry
in Thailand. Most of Chinese customers (77.78%) are satisfied with Chinese language service of customer
assistants of the company, this response resulted from good Chinese language skill of customer assistants
hired by the company. But just only 42% of Chinese customers expressed that are satisfied in overall
Chinese language services because other services are still not provided well and efficiently. Moreover
44% of Chinese customers thought the company has to expand range of the services to be more holistic.
Generally, 5p theory includes Price, Place, Promotion, Package and Product. But in fact it can
not overlook customer service strategies, Therefore for designing a good system of Chinese language
services, this thesis made the recommendation about the marketing strategies of Chinese language services.
From the theory created three concreate measures; 1. From Chinese language service creation strategy to
“Comprehensive real estate Chinese language services system”; 2. From Chinese language service works
planning strategy to “Real estate Chinese language service working scheme”; 3. From efficiently staff
training strategy to “Real estate Chinese language staff development policy”. These policies aim to solve
the problems and enhance Chinese language service of the company and other real estate company in
term of development and enhancement.
Article Details
Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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