malee03.doc        
30/3/98
3.        صˡС觢ѹ
Ѩ觤 ͡ػäͧСͺ㹍
صˡ ֧ҡ¢ͧ繤觢ѹЍ
ӹҨͧͧмմѧ

3.1        Ѩ觤稢ͧСͺصˡ
(1)        Brand Awareness        ͧҡӼмлͧǹ
˭ӤѭѺͧ¡äҢͧԹҡ  ѧ鹡÷
СͺöзͧԹж١ʪҵԍ
ͧԹ  СѺҫԹºҡ͹ա
(2)        㹡ûҳʹ ͧҡҧԴѵ؍
Ժͧա÷ӻСѹҤлҳëǧ˹  ա駍
ѷ ͧʵ͡Թҷ§ͫʹͧѺͧâͧ
Ҵ ʵ͡ԹʹͧѺʹ 㹡üԵСÍ
ѡҡ٧
(3)        ѧüԵ§  Сͺ÷ʺصˡ
èդ״蹢ͧѧüԵöͧѺͧÍ
ѹǹ㹪ǧ㴪ǧ˹
(4)        ͢ͧسҾʪҵԢͧԹ  㹡üԵͧҵðҹǺ
سҾʪҵԢͧԹ繷ѺͧҴ
(5)        úõ鹷عջԷҾ  Ѩ¹ѺդӤѭҡ㹷ء
صˡͧҡ㹪ǧ鹢ͧùԹ
Ҵ СͺöеҤҷ٧ ҡ鹡ռСͺ
ǹ觷ҧõҴ ػҹҡ
 ҤԹҡŴŧ  Сͺ÷ʹաèеͧ
繼öԵԹҧդسҾյ鹷عüԵ
   㹻 2540 鹷عлͧ٧鹻ҳ 15 
ԵöѺҤͧҡ觢ѹعç ѧ
鹼Ե֧ͧŴ鹷عҹ  蹡Ŵ
´ҹɳҨҡ÷ȹ Է繡â  ش
͡÷ӡԨѺҹ 
(6)        ҡ¢ͧԹ  ԹҤèդҡ·ҡ͍
觾ԹҪԴ˹觪ԴҡԹ  ʹ¢ͧ
Թҵ˹觵ŧʹԹҵ蹷᷹  
(7)        ҹҧõҴդö  ͧҡصˡռ
Сͺ  աҤԹդ§ѹЍ
  ѧ鹷ҹҧõҴеͧöͺ鹷â
ҡش㹡ا෾ еҧѧѴ ǹ˹觨еͧ
դѹաѺҹҹ͡˹ͨҡ͵ŧҧäҷյ͡ѹ

3.2        ͡ػäͧСͺصˡ
        ͡  ҴӼѧԺաҡ੾йӼō
 Դ 100%ͧҡͧ㹻Ѩغѹѹ
ӤѭҹآҾҡҤҹӼ㹻Ҥᾧ͍
ºѺͧԴ ͡ҡѵҡúӼ㹍
ѧҡµӡ 1 ԵõͤͻºѺ
ѵҡúͧѰԡѹշҡ
 35 Եõͤͻ
        ػä  ͧҡԹԹҴҹɵ سҾлҳЍ
ѺǴлѨöǺ
Шռšзѵҡ÷ӡâ鹵Ф§ͧ͢Թ㹍
ҧǧ  ÷мԵʵ͡Թҡз鹷ع纍
ѡԹлѭԹҡ

3.3        ҡ¢ͧ繤觢ѹ
÷繼Сͺ㹵ҴդҡТͨӡѴ͍
 ѨáͼԹǹ˭Ѝ
 Brand   Loyalty  ªԹʪҵԢͧԹҷ繍
Ш  ѧ鹨֧繡ҡѹҷͧԹҍ
   Ѩ·ͧ͵ҴйӼա觢ѹعç
ж١ͺ¼Ե˭§·駴ҹǹ觡Í
ҴػҹͧѵشԺ  Ѩ·ͼеͧ
Ե㹨ӹǹҡͷ Economy of Scale 㹢зՍ
觢ѹعç  鹷عѡԹ٧ 
դºСͺ˭㹵Ҵդӹҭҧҡ
յ鹷عüԵ
  
3.4        ӹҨͧͧм
                ӹҨͧͧդ͹ҧ  Ҩ觼͡
 2 ͼͫ繼м͹仢µ  㹍
ǹá Ңҧ  ǹ˭Ѝ
 Brand Loyalty ѺԹҷ繻Ш  СͺѺҤҍ
Թͷ͹ҧ§ѹ ѧ
͡Թ͹ 繻Ш  㹡ͧͼ
仢µ  ӹҨͧҡҡá  Ǥ͍
öЪѡ٧͡ͷ赹ǹҧÍ
ôԵêԹҹ  ҧá ѧͧԹҍ
Ѻ١ҷ Brand Loyalty ͡Թ繻Ш
                ѺӹҨͧͧ¨§硹㹡óշ繼㹍
Ҵ Ǥöǹҧ÷¡ôԵÍ
Թ鹡Ҽ           

3.5        صˡ
(1)        صˡͧѡмèءлͧ
㹻ѨغѹüԵѡмèءлͧ㹻·仨Ѝ
Եçҹǡѹ ͧҡѡмöкǹüԵ
ѡɳǡѹ мżԵͧѡмЪԴ㹪ǧĴٍ
ŷᵡҧѹ ѵشԺл͹çҹͷӡüԵʹ駻
ҡʶԵԢͧӹѡҹСŧ
ع (BOI)  1 ¹ 2536 ֧ 30 Զع¹ 2539 ҡՍ
ԵѡмлͧѺŧع繨ӹǹ
 137  Ѻôлͧ繼Եѳѡͧصˡ 
Ҵѡмèءлͧǹ˭繵Ҵҧ  ҳ
 70 ͧҳüԵж١ѧҴҧ Ս
Ťҡ 10,000 ҹҷ ѺҴ͡Ӥѭ Ѱ
ԡ û  㹻 ǹҴ㹻Ս
ҳҡѡ м㹻ȹѡм
ʴ ö͡ءĴ١ҡ ǧΫիѹͧú
лͧͪǧ 2 ͹ش 2 ͹áͧм
͡лͧ繢ͧҡͧѭȡŻ
ȡŵɨչ˵ؼŷлͧöҹ  ҧ
á Ҵѡмèءлͧ㹻ѧҧ͡
աҡ ͧҡĵԡú¹иáԨҹ
 ѵҤ ҧþԹ 觺觍
˹Թһҡشաâµҧͧ ҡ÷Ǩͧ 
觸áԨ Ѻ 309 ͧѹ 9-15 ѹҤ 2539 觷ӡԨ
Ǩӧҹ駪˭ԧӹǹ 300   20 Ս
仾Ҽлͧ繷ѡйҡش֧
 51.9  ͧŧҤͿ  ¹  Ᾱ  ѵҍ
 39.6, 4.2, 1.4  0.7 ӴѺ  ѺŤҡõҴ㹍
 2540 Ťһҳ 1,200 ҹҷ ºѷ ǹ觡õҴ
 48 ͧŧҤͿ ҧ Һ  ѵ
 20, 10, 10  12 ӴѺ ( 
 : ѷ իѾ (1994 ) ӡѴ )

(2)        صˡѺôлͧ
صˡѺôлͧصˡɵ÷Ե͡觍
͡ѡ (ҡ 90 ͧżԵѺôлͧЍ
) ͧҡ㹻ȹѺôʴҡ 繍
ȷաüԵ͡Ѻôлͧҡشš  Ѝ
ѺôлͧѺ繼лͧա͡ҡشǴ
ͧصˡлͧͧ 
ҧáѺ 2535 繵 صˡѺôлͧӍ
ŧ ԴҡɰԨѰԡҫ繻ȼ˭
͵ŧ 駼żԵͧԵѳѺô㹺ҧǧջҳҡ
Թͧ ͡ҡԴѭҡ觢ѹѴҤҧ觍
ͧ͡лȤ觢ѹ㹵ҧ੾зѰ
ԡҫ觼͡ҡ¶١ҢԹҵӡҵ鹷ع
з觻» 2538 ҤѺôͧͧҡʵ͡
㹵Ҵšչŧ ͡ҡ㹻 2539 ˵ءóӷ˹ѡ
ѧѴШǺբѹл١Ѻôҳ
 50 ͧ żԵѺô㹻Ŵŧҡ
 15  ѧҤѺô֧պ٧Ҥ٧ҡš
 3 ҷ л 2540 Ҥһҳš 5 ҷ ͧҡżԵ
ѺôըӹǹŴŧ
ҡŢͧҤԵٻ 㹻 2540 ա͡
Ѻôлͧ 23.84 ҹպҵðҹԹ駍
 235.10 ҹ­Ѱ 繻ȷԵ͡
ѧҴšҡشդ觷Ӥѭ͍
            ԻԹ Թⴹ ´ 㹍
 2538 ѷ çҹҹ ӡѴ (Ҫ) ǹ觡õҴ
 6 ͧҳ͡ յҴѡȍ
û  лѰԡ ӴѺ  

ҧʴҳ ŤҤѺôлͧ 2538-2540

ҳ (ҹպҵðҹ)
Ť (ҹ­Ѱ)
Ť/պ (­Ѱ)







2538
2539
2540
2538
2539
2540
2538
2539
2540
Ѻôлͧ
28.70
27.33
23.84
237.62
274.13
253.10
8.28
10.03
9.86
                       : ҤԵٻ 

ҧʴʶԵԡùѺôлͧͧѰԡ  2537-2539



˹ : ҹպҵðҹ

2537
2538
2539

11.02
7.09
4.87
ԻԹ
8.77
8.48
9.57
Թⴹ
1.83
2.71
3.21

24.52
21.72
21.85
         :                  FOODNEWS 20 Զع¹ 2540
                ԻԹ                FOODNEWS 30 Ҥ 2540
                Թⴹ                FOODNEWS 29 ԧҤ 2540
                                FOODNEWS 2Ҥ 2541


(3)        صˡӼ

ʹյҹ Ӽ§ž (BY-PRODUCT) ҡÍ
Եлͧ ѨغѹաüԵӼµçҧԧ
ѧҡͧҡѵشԺöѴ ҤҹӼͧ¤͹ҧ
١ 駹çҹǹ˭ѡзӡüԵӼǺ仡ѺÍ
Եлͧ չѺô繹Ӽ繼Եѳ
ѡ ǹӼ   աüԵѹҧ͍
ͧҡ 繷ѧࡵҹӼ繷ͧҴҧ
ҡ㹻 觨ҡ÷Ťҡ͡
㹪ǧ 2534-2538 ٧֧ҳС 2,000 ҹҷ ǹ
Ҵ㹻ȹ鹡ѺѵҡԺ⵷٧
 ͧҡĵԡѹҹͧآҾ
ҡ 駹ѧࡵҡ÷ѵҡԺⵢͧúӍ
㹻㹪ǧ 5 շҹҹдѺ٧
֧ҳ 20 ͻ ֧ռСͺ  ҍ
ҡ ˵Դ觢ѹ٧ҡ ੾㹪ǧ 2-3 շ
ҹ ֧ռСͺѹ仢¡üԵԹҍ
 ੾ҧ觡῾èءлͧ ѨغѹՍ
СͺͧйӼ 37  繼Сͺ
ùӼҳ 20 
ҡŢ͡ӼͧšҡСзǧäѧ 2538 Ս
ҳ͡ҡѺ 3,190 ҹҷ  3,750 ҹ
ҷ 㹻 2539 ͢µǷѵ 17.6 ¤ԴѺô觍
͡ 72 ͧŧҤǧн ӴѺ 㹻 2540 ҳ
͡ҤҢͧѺôŴŧ ͧҡѵشԺՍ
ҳŧ Թҷ繤㹵Ҵš͹Ս
ҤҤ͹ҧ ѷ ǹ觢ͧҴ͡ҳ
 6 յҴ͡Ӥѭ Ѱԡ  ѹ 繵 
ѺҴӼ㹻 ҧ 2534 ֧ 2539 ѵҡÍ
Ժ٧鹶֧ 220 繵 ҡŤҵҴ
ҳ 500 ҹҷ㹻 2534 Ҷ֧ҳ 1,000 ҹҷ㹍
 2538  1,600 ҹҷ㹻 2539 觹Ѻѵҡâµ٧
 44 ͻ ФҴҵҴӼŤҍ
֧ 1,800 ҹҷ㹻 2540 ºѷ ҴҨǹ觡õҴ㹍
ǹӼ 25-50% 㹻ȶ֧ 25  ҴҨǹ觍
õҴǹӼ 100% 㹻ȶ֧ 20   駹ͧҡ
ҳúӼͧѧ͹ҧ ººѺ
Ѱԡѹ СͺѺռСͺ 
 㹸áԨҡ ա͡ѺѷõҴդ
Ǫҭлʺó㹴ҹطҧõҴСè˹ ͍
ִͧǹ觷ҧҴҡСͺҡش ա
˵ؼ˹觷Ӥѭ Ӽ´Թǹ㹵ҴӍ
Ѵ 繪ǧ褹蹵ѹӤѭѺآҾ
ͧ ʹ㨡ѺͧáԹҡ繾 ͧҡ㹍
ѧҾǴ㹻»ҡž繪Ѵҡ
 ѨغѹСͺ㹻ǹ˭ѹӤѭ㹵Ҵ
Ӽ 100% ҧҡ ͧҡѧ͡Ժ٧ ǹ˹觍
ͧҡҡ 50 ͧӼ 100% ˹㹻Ѩغѹ
١ҨҡҧȫҤ٧ ͡ʷСͺÍ
㹻ȷº㹴ҹ鹷عüԵФҢ öµҴҡ  

ҧʴҳŤҡ͡Ӽҧ   2534 ֧ 2539

2535
2536
2537
2538
2539
2540 (6 ͹)

ҳ
(ѹ)
Ť
(ҹҷ)
ҳ
(ѹ)
Ť
(ҹҷ)
ҳ
(ѹ)
Ť
(ҹҷ)
ҳ
(ѹ)
Ť
(ҹҷ)
ҳ
(ѹ)
Ť
(ҹҷ)
ҳ
(ѹ)
Ť
(ҹҷ)

541
9.5
939
17.4
1,381
25.6
1,468
25.4
959
18.1
698
9.6
Ѻô
79,278
2,006.6
85,187
1,448.7
103,545
1,681.2
102,367
2,348.6
83,943
2,988.0
39,649
1,303.4
 
21,676
540.3
52,973
1,201.3
150,734
954.0
34,670
816.1
31,637
743.9
22,157
478.0

101,495
2,556.4
139,099
2,667.4
255,660
2,660.8
138,505
3,190.1
116,539
3,750.0
62,504
1,791.0
 : šҡСзǧäѧ


 ҳ (ѹ)
Ť (ҹ­Ѱ)
Ť/ѹ  (­Ѱ)







38
39
40
38
39
40
38
39
40
Ѻô
89,059
85,272
71,890
83.57
126.03
94.18
938
1,478
1,310
 : ҤԵٻ

ҳǹ觡õҴӼ 25-50% 㹻Ѻ 2540
ԧê 10%
 10%
Ϳ 23%
  32%
 25%


ҳǹ觡õҴӼ 100% 㹻Ѻ 2540
 25%
Ի 30%
  25%
 20%

 :        ѷ իѾ (1994) ӡѴ
        

ªͺѷͧ¡äҹӼ㹻 ( 2540)

ͺѷ
ͧ¡ä
ǧҷҴ
ѷ ÷ ӡѴ
(͹Ԩѷ ҹ᤹ ӡѴ)

չ

ѹҤ 2533
ѷ իѾ (1994) ӡѴ

Ҥ 2534
ѷ ѹҧصˡ ӡѴ

Ҥ 2535
ѷ .. ͧ ӡѴ

ԧҤ 2535
ѷ ҡ ӡѴ (Ҫ)
Ϳ
» 2535
ѷ Ᾱ ԡ ӡѴ
ͫ
» 2535
ѷ ʶ (Χ) ӡѴ
䫴
Ҿѹ 2536
ѷ ͡Կ ӡѴ (Ҫ)
Ᾱ
¹ 2536
ѷ ⹺ٹصˡ ӡѴ
ի
Ҥ 2536
ѷ ѹҾ  (1958) ӡѴ
¹
Ҥ 2536
ѷ حʹ ӡѴ
ԧê
¹ 2537
ѷ ˹ ӡѴ
ùԹ
10 Ȩԡ¹ 2536
ѷ ɵصˡ ӡѴ

¹ 2537
ѷ Ի ӡѴ
Ի
Զع¹ 2537
ѷ .. ô ӡѴ

áҤ 2538
ѷ ꡤһ () ӡѴ
N.A.
 2537
ѷ ǵҿῤ ӡѴ
N.A.
N.A.
ѷ ѳ ӡѴ
ҧ١š
N.A.
ѷ չôѡ ӡѴ
չ
N.A.
ѷ  絵 ӡѴ
ѹ
N.A.
ѷ ҭ ӡѴ
¹
N.A.
ѷ ⤤ ӡѴ
ԹԵ 
N.A.
ѷ ອ絵 ӡѴ
ԫ
N.A.
 : ǹԨɵá Ԫҡ Ҥáԡ ӡѴ (Ҫ)

(4)        صˡ῾èءлͧ
شԴ῾èءлͧ㹻 Ҵ鹢鹍
㹪ǧǡҧ 2536 ºѷ  (ȍ
) ӡѴ 繼ԵШ˹¼ ͧ¡ä Ѝ
 кٻ ͧ¡ä  ෤Ս
üԵ῾èءлͧҡȭ ҼԵ
Ҵͧ ͧ¡ä  ͺѷ ç
ҹҹ ӡѴ (Ҫ) 繼Ե ѧҨѺҍ
繺ѷáԵԹҪԴ 㹪ǧáҧҍ
 (鹡ҧ) ѹҺԍ
῾èءлͧ դдǡʺҡ ö
Դѹ ʹͧѺĵԡͧ
ǻ 2537 ŤҵҴ῾èءлͧŤҹ
 100 ҹҷ  ҧáѺ 2538 繵 Ťҍ
Ҵ῾èءлͧ٧ҧҡ Ťҍ
ҳ 2,000 ҹҷ ͧҡաûҺҧԧѧҡ
ҧ˹§ҹзǧҸóآ աäǺԹһͧ١ѧ
Թѹ 2 Ǵ ФǺչطҼŧ㹍
ͧ ӹѡҹС (.) Ǻ
Թ 50 Եõ 150 .. ѺΎդչ
ҵԹ Ѩغѹѧҵðҹá˹ǹҧ
 ҡҵáôѧǷ¢µ褹Ѻö÷ء
῾èءлٍ᷹ͧͧ
ѧ 觨ѧࡵҢͧͧ١ѧѹҍ
Ե῾èءлͧ  зԧᴧ  ͍
 ǹͧͧҧè˹ Шʶҹԡûѹ
ҳ 60  40 ҧþԹ ػ
 ҹҷ
С觢ѹ῾èءлͧ
㹻 2536 §ͧ¡ä  §áҵҴ 
ŤҡõҴ٧ѡ 㹻 2538 ŤҵҴµҡ Ӎ
դ觢ѹա  ʡῡлͧͧѷ ʷ
 () ӡѴ Ϳբͧѷ ѹҾ  ӡѴ  
ͧѷ ʶΧ ӡѴ ͧ
 ..  UFC  ѺԹҷҨҡҧȍ
 2 Դ Mr.Brown ҡͧ о͡Ҩҡԧ  ҧ
á῾èءлͧҹѧʹҡ
ѡ ҨҤ٧ ʪҵѧ١㨤ҡѡ 㹍
 2538   ͧǹ觵Ҵ٧ش֧ 50 ͧŧҤ Ϳ 
 20 Ѻ 2539 ŤҵҴѧԺ⵵ͧ ѧࡵ
ҡ÷ռʧҴա  ի«Թ 
حʹ Сʷ 繵 ҴŤҵҴ㹍
 2539 ҡ֧ҳ 3,000 ҹҷ  Ѻ
 2540 ѷ ҴҵҴ῾èءлͧѵҡԺ
⵻ҳ 30   ѧͧǹ觡õҴҡѹѺ
˹觶֧ҳ 50






ªͺѷͧ¡äҡ῾èءлͧ

ͺѷ
ͧ¡ä
1.        

2.        
ի
3.        
Ϳ
4.        
MR.BROWN
5.        
ÿ
6.        
ٹԿ
7.        
᤹͹
8.        

9.        
Ϳ
10.        
зԧᴧ
11.        
ʡ


