Social Media Strategy For Batik SMEs Using Customer Knowledge Management

摘要

the batik company’s owner lacks of effective marketing strategy which causes few Chinese customers to attend the batik training course. The aim of this study is to develop social media strategy to promote Batik and Batik training courses to Chinese customers using the framework of customer knowledge management. Text mining and Kano model are used to analyze knowledge about customer and knowledge from customer. Then, the research design knowledge for customer to enhance customer experience. The output is the social media prototype developed for Thai batik SMEs to deliver product information and booking services to Chinese customers.