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โครงการรวบรวมและจัดทําวารสารอิเล็กทรอนิกส์ มหาวิทยาลัยเกษตรศาสตร์

์
Thai J. For. 31 (1) : 46-54 (2012) วารสารวนศาสตร 31 (1) : 46-54 (2555)

นิพนธตนฉบับ

การตลาดของผลิตภัณฑไมประกอบพลาสติกในประเทศไทย

Marketing of Wood Plastic Composite Products in Thailand

ศุภศิษย ศรีอักขรินทร Supasit Sriarkarin
สันติ สุขสอาด Santi Suksard
วุฒิพล หัวเมืองแกว Wuthipol Hoamuangkaew
ทรงกลด จารุสมบัติ Songklod Jarusombuti

คณะวนศาสตร มหาวิทยาลัยเกษตรศาสตร จตุจักร กรุงเทพฯ 10900
Faculty of Forestry, Kasetsart University Chatuchak, Bangkok 10900, Thailand
E-mail: e22kny@gmail.com

รับตนฉบับ 1 เมษายน 2554 รับลงพิมพ 26 เมษายน 2554

ABSTRACT

The production, marketing and five competition forces analysis of wood plastic composite
(WPC) products in Thailand were analyzed. A designed questionnaire was used to interview five
respondents. Statistical analysis used the frequency, percent, mean, minimum, and maximum.
The results of the study revealed that in 2009 there were only five active WPC entrepreneurs.
The majority of raw materials used for WPC production were sawdust and thermoplastic and
production was approximately 4,983 m3, with an increasing annual trend. Obvious obstacles to
the production were: the price of plastic, the price and quality of sawdust, a lack of workers, and
aging machinery. WPC products could be divided into three groups: solid, hollow, and C-shaped
with clipped lock. The length varied between 2.5 and 6.0 m and the thickness and width varied
from 0.8 to 5.0 cm and 1.3 to 30.0 cm, respectively. Of the products, 92% were distributed to the
domestic market. The structure of market was an oligopoly. Obstructions to new entrants were
mostly caused from being new-entry products, benefits in price from import shipment s, and not
having certification to meet the industrial standard. Based on five competition forces analysis,
there has been close competition in the production design to optimize products. New entrants
might require a high budget to invest in running their business. Vinyl, wood cement board, and
sawn wood were replacements for WPC products. Due to the economical recession, and to
enhance the sales volume, buyers were playing a major role in bargaining, even the raw-material
sellers, who had taken advantage to bargain as raw plastic plays an important role in the production
lines of many business sectors. Furthermore, saw-dust was also being increasingly required for
production.

Keywords: marketing, wood plastic composite