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 on 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.
References
[1]
Zeng, G., Frank, G. and Henk, J.V. (2012) Dilemma of Authenticity versus Standardization: Expansion Strategies of Restaurant Groups in China. International Journal of Hospitality Management, 31, 1090-1100.
https://doi.org/10.1016/j.ijhm.2012.01.006
[2]
Zeng, G., Sun, S., Zhu, H., Liu, B. and Cai, X. (2013) Translocal Restaurants’ Cultural Production under the Paradox of Globalization and Locality: Case Studies from Guangzhou. Scientia Geographica Sinica, 33, 291-298.
[3]
Guthman, J. (2008) Bringing Good Food to Others: Investigating the Subjects of Alternative Food Practice. Cultural Geographies, 15, 425-431.
https://doi.org/10.1177/1474474008094315
[4]
Cook, I., Hobson, K., Hallett. L. and Guthman, J. (2010) Geographies of Food: ‘Afters’. Progress in Human Geography, 35, 104-120.
https://doi.org/10.1177/0309132510369035
[5]
Xia, Y. (2017) New Countermeasures of Sichuan Cuisine Internationalization Based on SWOT Analysis. Sichuan Provincial Correspondence Institute for Administrators, No. 2, 7-10.
[6]
Huang, X. (2016) Study on the Etiquette Difference and Its Causes in the Diet Culture between China and Thailand. Reform and Opening, No. 24, 111-113.
[7]
Xiao, T.T. and Li, Y.Y. (2017) A Survey on the Preferences of Thai Students in Guangxi Province for Chinese Dishes. Peasant Adviser, No. 5, 201-202.
