%0 Journal Article
%T Research on the Business Strategy of Chinese Brand in Thailand: A Case of Sichuan Cuisine
%A Ying Tang
%A Zhen Chen
%A Yitong Deng
%J Open Journal of Business and Management
%P 532-541
%@ 2329-3292
%D 2020
%I Scientific Research Publishing
%R 10.4236/ojbm.2020.82032
%X <span style=\"font-family:Verdana;\">The Belt and Road initiative has brought
opportunities for the introduction of Chinese food into Thailand. As one of the
representative cuisines in China, Sichuan cuisine coincides with the spicy taste
preferences of Thai consumers. Through SWOT analysis, this research focuses </span><span><span style=\"font-family:Verdana;mso-bookmark:OLE_LINK19;\"><span style=\"font-family:Verdana;mso-bookmark:OLE_LINK20;\"><span lang=\"EN-US\" style=\"letter-spacing: -0.15pt; font-family: Verdana;\" pro=\"\" minion=\"\" capt\",serif;mso-bidi-font-weight:bold;mso-fareast-language:zh-cn;\"=\"\">on </span></span></span><span style=\"font-family:Verdana;mso-bookmark:OLE_LINK19;\"><span style=\"font-family:Verdana;mso-bookmark:OLE_LINK20;\"><span lang=\"EN-US\" style=\"letter-spacing: -0.15pt; font-family: Verdana;\" pro=\"\" minion=\"\" capt\",serif;mso-bidi-font-weight:bold;\"=\"\">the business strategy of Sichuan Cuisine Enterprises
in Thailand. The reasonable selection is the standardized production with local
original taste. And the corresponding measures are discussed to improve the original
communication of Sichuan Cuisine culture and the standardized management of Sichuan
Cuisine Enterprises in Thailand.</span></span></span></span>
%K Sichuan Cuisine
%K Thailand Consumer
%K SWOT Analysis
%K Original
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=98541