Promotion of Thai Film Industry’s Competitive Advantage under Free Trade

Abstract

Film industry is considered a high potential creative industry which can bring Thailand competitiveness under the current globalization and free trade. Consequently, this study aims to examine Thai film industry’ competitive advantage and also propose policies to promote its competitive advantage. Moreover, this qualitative research primarily relies on literature review and in-depth interview with related persons. The findings reveal that Thai film industry’s competitive advantage is relatively low, especially under demand dimension. In order to promote the competitive advantage of Thai film industry, entrepreneurs, professional association, education institution and government have to work cooperatively and improve their operations in accordance with the suggested strategy map.