The Marketing Innovation leading to Sustainability in Printing Industry

Abstract

The purpose of this study is to study 1). Study the current situation of printing enterprises, focusing on the marketing problems of current printing enterprises. 2) Explore the causal relationship of various factors that affect the sustainable development of printing enterprises caused by marketing innovation. 3) Developing a business model as a model for marketing innovation can contribute to the sustainability of the printing business. Mixed method research includes quantitative research. Researchers collected data using questionnaires from Bangkok printing operators and customer samples. 146 people. Analyze data through mean and standard deviation, regression analysis Can find the relationship of linear regression analysis. And qualitative research. The researchers collected 12 in-depth interviews from in-depth interviews. Then check the triangular data and generate inductive conclusions. The results of the study found that

          This paper analyzes the present situation of printing enterprises, focuses on the current marketing problems of printing enterprises, and makes feedback analysis on customer satisfaction, and generally finds that the feedback level is at a consistent level (= 3.909 S.D = 0.619)  When classifying the aspects with the highest level of comments, in order: Product (=3.980 S.D=0.720) Process (=3.947 S.D=0.670) Promotion (=3.927 S.D=0.662) A causal study on the factors influencing marketing innovation that lead to the sustainability of printing business Discovering that customer satisfaction factors are negatively and directly influenced by innovation factors. Direct path coefficient=-0.01. Competitive advantage is negatively and directly affected by innovation factors. (Innovation) Direct path coefficient=-0.11 and customer satisfaction. The direct path coefficient is -0.05, and sustainability is directly affected by the negative impact of innovation factors. Direct path coefficient=-0.04, low customer satisfaction. (Direct path coefficient=-0.02) The development of business models is a model of marketing innovation, which contributes to the sustainability of printing business. We must pay attention to the quality of environmentally friendly products