4 กกก
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กกก (IMC) HA?N กIกGก กJ474กH?SกกVOAS\HA??OO กJLIAVO44 jกA3กVOAS\HA?7H464ก6A4ก3 >?กLMJก 647H4G4>B6กVOAS\HA?K4 4Lก64 cLI@KSO6A4 6A6V46?IAJ6A A764C7CH >?กกIV4jกAG4>B6 KAO7O46Oก4 ก LL@Hก?AOQ IMC LSTกIกL7L7I?I?IO >?74 6AH?S O >t SIAMC กOAก3? กLก 6AAMCกก64 ก4กLกA Call Center IJAC {{ 7H4กjกAJ 4ก c6AHกJกก74AJQHA 6 O 6
1. ก>t (Advertising)
2. กSIAMC (Public Relations)
3. กก (Direct Marketing Communication) 4. กOAก (Sales Promotion Communication) 5. O (Personal Communication)
6. กVกLกAก (Sponsorship and Event)
28
G47H434AHก (Key Informant) K4กONก@กก34A74ก 46K4O
" ...ก)<')= 2 ! X ก ก<:กX :กXก :กXK) #ก) X)Cก . `#'() Operation @)+)กก ', # ก(?#); (^ก*
)?' FC(?:ก: 7-Eleven), + ) Line Group Chat, !&;;ก()<?:< =! '(:ก Xก .ก( #ก)(; ก<:ก!, ') )$ก#:; , <(กก<'(ก),
POP. R ; #)::ก)
<! '( Social Network &' Facebook ก !"ก)
&'))กก<:ก..."
" ...IMC )=' #='&' 7-Eleven #) R ; ก) branding , = pattern ก , #, :ก ก @ (' 6,000ก(' +') #) 200 ก(' ='&'<< stand alone #` ก, Recall Brand K( 6,000 ก # )ก =<ก back up ( 7-Eleven + C +C @C(+)ก.q%R&'( #, ##).q%R=! ก<: ก()ก() :ก ก ,ก +<.+:) (..."
"... ก, R ; !Lก..ก # ก##C..ก ,= =C, facebook ') ( +'ก) !" ก<ก)=' ก')# ) )='=.!.)W'ก +)ก,;RX#
ก' <ก+);RX# ,ก' ) "
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ก%R) Catering @)=<ก+<<..."
743ก?VMCกก346Q ?AJKAOAกLกS_LL?
H?P?O L@7H446AJก>?AJกVOA6 2 กVOAHกP J4@ก7H4 347LL 6
1. กกกVOAก>?กAJกSIAMCกJ?ก46 KAOOLI ST>S>AOP I@647HAO H64J@iI7OกOP GOOก 76Cก O JAC76Cก C3O76Cก KAOOLIST75CHAQOP FC conference STกSIVA>?7H4G4Lก3VกP434ASIVAกOP3 4 7-Eleven ST4 cHOJQSTกกIV47H4676CกK443OISTก SIAMCSกOSกK4JกH
2. กก6B?ก6Cก 46กRK4@ก@ LV3? STก B?74 4 branding AJก@>>ก46KSK47VกLV7O34ก5 KAOO LISTAC6J?OH44 S\?ก6 A64 I 6 ST4 STก7H4 G4>B6K4LL@C6 H7H4กJ4OAก3?II@64กOG4>B6 STกI@64JกH
กGO Social Media 6 Facebook ISTOJ34NG4>B6K4O?I KAOJ?6O74LO? cAAJASIA .. 2555 IAJ?L@6กK6CST Fanpage SIA 10,000 6 7O3 Social Media JQกRK4AJกI@>S>AOP34JAJ?O7 3IQ AJกI@647HAOPJK4AJก@กA 7OกOPกRAJกSIAMC 64JLI@3Q7OIกQP O647O KC กL 6CA ST4 AJ กSIAMC43JAJ?O3467H4ก644 กLกQกRLIAJก>CSJ 7H4QI6A4 I6A7H4L 7H4ก64K4HRL346?O?P JกQ
?STกกกSกOSกK4Jก4?
2 ก6:5:;34802/8 (Secondary data)
Lกกก 6464IA34A Lกก JAC Hก
?MC I?กL?JกJ?34LกNOP AQ34ALกCR G4L?K4
30
@กก 646434A344 @ASI?VกC74STกกก 346 JQ
>4A3ก5
กก 34ALก6A O >4A3G4>B6ก57S_LLV?AJก A3Q?OO cS_LLV4ก5AJ7H4กHกH?IG4SIกก??O?I?
7H[OกR34AV7MVกLJQ KAOOLIST46J J3?A34 4J?OIก H4 ก5IJAJ?A 4OSTก7H4กG4>B6QQ >?iI7ก4@ก ?O VA AH?? >? ST4 G4>B6?AกAก5?R I7H46A@6[Aก ก3ก5 ก7H4ก3ก M??3ก 6AI Iก7H4 O HL>S>A L@7H4AJก3O3734ก56O34 4ก5OPKAOO LIIKHกR4OHก?VMCOP@A3O3ก6O3O LLI46AกO364 7H4G4>B6กก4O64ST?OK A44กRLIกกIกNC IกST 6ALกBกJO64K4
4 7-Eleven G4SIกก?7H[OกRSTH7G4J34AV7MVกL4ก5 Lก4 7-Eleven AJ3STL@AกSI G4HLHROI>ก7ก Se4ก5J63Q >?64QLIกVOAS\HA?JST6KSJ344 7-Eleven AJก
@ก?VMCก Marketing Mix 34ASTก?VMCHก346 >?AJ64J HกH?QกVOAก5IKAO7Oก5 I?AJ64J@iIกOP 6364กRQ 6JKAOAกIKAO4?LกKS NJQ346กRLISTกGกก4 7-Eleven I AJกกNJJLISe466LI4ST47ก4@ก ?OVA AH??
>? ST4 IAJกL@>S>AOP O 66A HAJ>S>AOAก 4 7-Eleven ST4 ก?VMCกOK4@7H464กกVOAS\HA?cSTกVOAก644 7- Eleven @7H4K4กJJ ก?VMC4ก3467Oก>?AJJC ACกRQi3??34 7-Eleven 6 5,000 HO7K?STกN>กSIAMC4 6KS4? HLกQLI4KSJก4ก4C AJกกG4>B6 LV3?
STO7H[O 743กกJHRกRLISTกSIAMCGO KC6 Facebook cกRSTJกHOJSTก4ก4C กSIAMC7H4 G4>B64LกAก3Q cก@กก346Q?NOAJ4?Aก
Lก34AกAB CกIA34ALกกก 6464IA34A Lกก JAC Hก ?MC I?กL?JกJ?34LกN OP AQ34ALกCR O 4ก56QOASe46QกK474ก?VMC OSIAก(Marketing Mix) AST6A7ก@4>?@ 4P 34ASTQy 3กA4
>?64(Product)J4ก56@A3?7H4กOก64กRST64JST6A 4ก3G4>B6 AJ6VB IกI3กAก5กRSTJ?A73IQ 46 (Price) กRQ6J?O7ISกHAI KAOกKSHKAONกกKSIG474กกR 6ก64J34A74ก74 7-Eleven cAJ6AHกH? 4NJ(Place) กก@
JQ3กSe4ก56 กRLIก4 7-Eleven JAJ3QJ74HAIA AJ@3 4J?O7ก4>J? >? 55e HVAIST4JAJ634A74กSTL@
Aก 4กOAก(Promotion) AJก6647Oก7H4CSTJ4Lก 3G4>B6IAJก@>S>A?OO 7H4ก6434AcQ64ISTกI@
647HAOP7H4กOG4>B6Jก4?
7OกSTก@ก>?ก74ก?VMCก>?74 4P AJกก G4>B66O344? O7S_LLV4ก56AJก@กกก H IMC @A74ก4ก56Aก3Q 4jกA3กVOAS\HA?7H464ก 6A4ก3 7H4G4>B6K44Lก64JLI@KSO6A6V46?I6AA764
>?AJS7กกG4>B6JQ
1. ก>t (Advertising) STSก46AกO764H464 7HAO O 7Oก@6[OP กRLIAJกก64 7กQP AJกLV3?
(Selling point) @HOGBbCIS\?647LVJL 7H4STJIVIO?O กLL@3G4>B6 กLกJQ?AJก74>>ก4AC6 ST[ก C7ก4ILL@
CJก4?
2. ก3?>?74ก (Personal selling) Lก4ก56?OB?74 7- Eleven ก3ก56กLกLI6AST4?46 6CC@I 64ST4? ก3?LANI@64II@64AA7H4กG4>B6K4Jก4?
I7O7ก4กOPกRLIAJก@64A7H4A4ก56
3. กOAก3? (Sale promotion) AJก6647OกOP O OSeALI66ASIB>ก>ก4 IA @HRกPSTกV47H4RกPcQ
32
6A STก3??yก64A3Q IS_LLV4ก56K4@>S>AcQ644 ก56IK4AS~ 7-11 OAก4 7-Eleven Jก4?
4. ก7H43OIกSIAMC (Publicity and public relation) OกOLISTก SIAMC LV3? OS_LLVAJกSIAMC7H4กOV66QB?7IB?ก6Cก AAก3Q >?74กGO Social Media 34ASTOSIก4? B?76CกกRO ก SIAMCGO>SCACI5C JAC3OISIกB?76Cก RKcCB?7 6Cก ST4 V66B?ก O Facebook 34ก56JAN7H4VกO34A?J?AA IกK6C 3O I>S>AJP ISTJกOH7กกG4>B67 กA 64IกK4?ORJกH4?
4?34L@ก7SIAJAJL@ก34ก56L@7H4กก กQKAOAN@K46L>?JLIKAOK4AJA?V >C HAC H
? ST4 OกR?AN@กกกA74ก4ก56K4 O Iก74กGO Social Media O Facebook H instagram กRSTJกOJKAO J?6O74LO?IAJSIMGJกH
5
ก
กกก "กกกก (Integrated Marketing Communications) 34ก5 "6" 74 7-Eleven" =>?@ABCD6E ก กกกก (Integrated Marketing Communications) 34ก5 "6" 74 7-Eleven F@F G4>H4Iก>4>D@>
J@>6BK (Qualitative Research) กO?34?กก@ก@>34 34?CP?K?
34?B>K? Dก?K Eก (In-Depth Interview) กG4T@?@Uก@>347 กU 4I34??6DTEFT (Content Analysis ) G4>H4BCG> ?F 34DUX H4@F
U@ 1 BCGกก U@ 2 KC>G@H4
U@ 3 34DกGก>
U@ 4 34D7กI>6FUHC