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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว

China’s per capita GDP surpassed $12,700 in 2022. The market for Thai
fruits is growing with expanding Chinese consumer income and deepening
distribution channels into rural areas and third and fourth-tier cities. What are
the new consumer behavior and its implication for marketing?

This book will address the questions raised above. It is about how Thai fruits can
sustain their growth and reach the potential in China, how Thai stakeholders
can embrace the opportunities and meet the challenges, how the soil can
bear fruit—fruit that will last.

It starts with a recount of our journey of discovery to introduce the research
settings and methodology, followed by an overview of the supply
chain of Thai fruits to China. The production and market of six Thai fruits
(durian, longan, mangosteen, mango, young coconut and pomelo) are
scrutinized afterwards, building towards our proposed strategy of “Demand
Driven Supply Chain”:

Chapter 1: Methodologies
Chapter 2: Supply Chain
Chapter 3: Production
Chapter 4: Market
Chapter 5: Strategy

4 Prologue