THE MANAGEMENT APPROACH TO INCREASE EFFICIENCY OF DURIAN EXPORTS FROM THAILAND TO THE PEOPLE’S REPUBLIC OF CHINA

Abstract

The objectives of this research article are 1) to study organizational characteristics factors affecting durian export efficiency. 2) to study durian business management factors affecting durian export efficiency. 3) to analyze and propose management guidelines to increase efficiency. Exporting durian from Thailand to the People's Republic of China. By using quantitative data obtained from a questionnaire tool. Data were collected from a sample of 294 organizations. Statistics and data analysis included number, percentage, mean, standard deviation. One-way analysis of variance and multiple regression analysis. The results of the research found that 1) organizational characteristics factors affecting durian export efficiency include location and the proportion of nationality of shareholders in the business. They are significantly different at the .01 level and registered capital. and duration of business They are significantly different at the .05 level and the number of employees The difference is not statistically significant. 2) Durian business management factors affect durian export efficiency. It was found that durian business management affects durian export efficiency. The results are statistically significant at the .01 level. 3) Management guidelines to increase the efficiency of durian exports include: should focus on promoting soft power, developing the production of processed durian, promoting the production of quality Thai durian for export to the People's Republic of China. Promote the maintenance of hygiene of durian in the production process to reduce environmental impacts. Raise the level of creating a high quality Thai durian brand, building confidence among consumers. Amending the rules and conditions for transporting and importing fresh durian between Thailand and the People's Republic of China. Raise the ideals and professional skills of workers and develop the integration of digital systems in the durian export production process.