กลยุทธ์การสื่อสารการตลาดดิจิทัลของซุปเปอร์มาเก็ตในจังหวัดเชียงใหม่

Abstract

This research was conducted to study the digital marketing communication strategies of supermarkets. in Chiang Mai The researcher conducted an interview based study on digital marketing communication strategies. Tops Supermarket's digital marketing communication strategy includes a strategy to reach customers through Tops Shop Online through promotions and discounts, A new retail market penetration strategy. Focus on timely interaction between buyers and sellers, Communication strategy via Facebook Bringing social issues to take advantage of social trends, Communication strategies for personal shop assistant via Line for the convenience of ordering products, A strategy to build brand loyalty through membership cards. Buying products through online channels can collect points, Brand communication strategies for organic products Through the sincere market through online channels Is a brand that supports organic products, a strategy to reach customers through Tops Mobile App via smartphones. That is easy to order products from Tops. Rimping Supermarket's digital marketing communication strategies include Chat To Shop. Online ordering create convenience in ordering products, communication strategies to be a premium supermarket and have quality products. The target group is high-end customers. Digital marketing communication strategy "5 colors of vegetables" to reinforce the availability of agricultural products that are safe from toxic substances., Strategies for accumulating membership card points through online systems All purchases of products can collect Points, Digital marketing communication strategies through health education and product knowledge, communication strategies through premium grade imported products. to reinforce being a premium supermarket brand.