A Study On The International Pricing Strategy Of Thai Cross-border E-commerce Companies

In Thailand,cross-border e-commerce has become a new industrial model to promote economic development.At the end of the 20th century,the Thai government and business sector launched a series of efforts to promote the development of cross-border e-commerce,such as launching a new website to enable transactions from foreign buyers like Thaitrade.com.On the platform,Thai sellers can sell their products to consumers across the world.However,for Thai entrepreneurs who are not experienced in this area,cross-border e-commerce is not easy.Because you must understand tax matters,billing systems,logistics formats,including how to do marketing to sell your products.So,all the things mentioned are more complicated than buying and selling domestically.In this article,the researcher wants to focus on the price factor.In order to understand the cross-border electronic pricing strategy in each category,which type of pricing strategy is most effective.Whether the pricing is related to the consumer's purchasing decision.Therefore,this study is a quantitative study.The sample group is 400 Internet consumers in Thailand who use questionnaires as a data collection tool.And use statistical software program to analyze the data.The statistics used are percentages,averages,and standard deviations.And in testing the research hypothesis,the researcher uses Pearson correlation to do testing.The results show that the overall pricing strategy of cross-border e-commerce,the respondents were highly satisfied with the 7 strategies.The order is "cost plus pricing","perceived value pricing","value pricing" ","Follow the market pricing method","Group pricing method","Discount and discount pricing method","Psychological pricing method".The results of the hypothesis test show that the relationship between "the pricing strategy of cross-border e-commerce" and "consumers' decision to purchase products in cross-border e-commerce" is relatively low to very low.In addition to the questionnaire method of quantitative research,in order to strengthen the content of this article,this research has also done case studies.The purpose is to understand more pricing strategies from the perspective of cross-border e-commerce,and to describe the pricing strategies between cross-border e-commerce companies and the pricing factors in Thailand,and to what extent affect pricing strategies.Researchers think this is an interesting topic research,and chose Thailand as my designated study area.Through qualitative case analysis of three Thai cross-border e-commerce companies "BANGKOK CUTETY NATURAL Co.,Ltd.","ANANDA GRANDEUR Co.,Ltd." and "BAKANPARAWOOD INDUSTRY Co.,Ltd.".From this research,the researchers found that although these companies have different goals and price strategies,the results show that they might not get the profit in every year even they have a lot of experience in the cross-border e-commerce market.