The objectives of this research were 1) to study opinions of entrepreneurs in the Special Economic Zones (SEZs) of the Upper Northern and Upper Northeastern located in Chiang Rai, Nong Khai, and Mukdahan provinces on service marketing mix, 2) to compare op inions of the entrepreneurs in the three provincial SEZs on service marketing mix, and 3) to analyze problems and obstacles of the Upper Northern and Upper Northeastern SEZs. This study used mixed methods research. Quantitative data collected from 425 questionnaires were analyzed using statistics, i.e., Percentage, Mean, Standard Deviation and One-Way ANOVA. In addition, secondary data from in-depth interviews conducted with executives were used to support the research. The research results revealed that 1) majority of the respondents rated opinions on service marketing mix at a “high” level overall. When considering each aspect, the opinions concerning product mix were rated at the “highest” level while the others were rated at “high”, 2) comparisons of the overall opinions on service marketing mix revealed similarities among entrepreneurs in different zones, 3) qualitative research pointed out that Chiang Rai lacked land area to perform service activities and Nong Khai together with Mukdahan were unattractive to the investors. The findings suggested that the strengths of Chiang Rai should be used as a model for international trade development. The findings also suggested standardized products, competitive prices, new social media and accessible online distribution channels, technology-based advertisement, and physical evidence development to be implemented. Moreover, the study revealed that all parties involved need to understand marketing environments under the context of the SEZs in the three provinces. The Upper Northern and Upper Northeastern SEZs should not be cancelled but they may be transformed into duty-free trade cities to promote tourism and other types of new service development.
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