A Study of Chinese customer's demand on Thai skin care product under the framework of knowledge management

Abstract

China has been Thailand's largest trading partner for six years, the trade cooperation between the two countries is grow with each passing day. However, Thailand’s exports to China are mainly agricultural products, few skincare products are exported to China. If enterprises possess the capability to understand the preferences of Chinese customers, improve their products to align with customer needs, they will gain substantial benefits. Therefore, how to learn about Chinese women customers' demand for skin care products has important research significance. This paper focuses on Chinese female customers’ demand for skin care products, takes Chinese women aged 20-40 as the research object, from which 50 people were randomly selected for investigation. Take customer knowledge management theory as the research framework, and uses the Kano model as the research tool to investigate Chinese customers’ demand for skin care products. According to the Kano results, this paper makes a comparison between Thai skincare products’ current functions and Chinese customers’ demands. Finally, this paper summarizes the problems that need to be improved in Thai enterprises and proposes effective measures. This research can further enrich the application field of customer knowledge management and Kano model, and also provides research result for Thai companies to understand the preferences of Chinese consumers.