EM A STUDY OF CHINESE LANGUAGE SERVICE OF THE EMQUARTIER DEPARTMENT STORE 1 WATCHAREE BORIBOON Faculty of Chinese Language and Culture, Huachiew Chalermprakiet University E-mail : [email protected] 2 Prof. LI YANFENG, Ph.D. School of Logistics, Yunnan University of Finance & Economics, P.R.China E-mail : [email protected] Received: 28 September 2020 / Revised: 13 November 2020 / Accepted: 17 December 2020 “ EM ” 2017 “2017 ” EM EM EM 57 -20-0000(057-070).indd 57 25/12/2563 BE 10:31 ABSTRACT Nowadays Thailand has become a top destination for tourists from around the world, especially the Chinese. We have seen increasing numbers of Chinese tourists visiting Thailand. Tourist attractions are not their only traveling propose. The research shows that when they visit Bangkok, they spend most of their travel expenses on food and shopping. For this reason, many department stores in the city offer special services for Chinese tourists – including “The EmQuartier” which focuses on high spenders. It was opened on 27th March 2015 as one of the largest shopping complexes. Its luscious rooftop garden and outdoor waterfall have since become Bangkok’s landmarks. In 2017, The EmQuartier was awarded Chinese People’s Choice Awards Thailand of that year, which attests to its popularity among Chinese visitors. The main focus of this thesis is to study the marketing models and strategies of The EmQuartier, and to assess the quality of Chinese-language services, for example, tourist centers, shops, website, etc. It also aims to evaluate the satisfaction of Chinese tourists through quantitative and qualitative analysis of questionnaire survey. Especially explains the marketing model and general services for Chinese tourists provided at the mall and Chinese services will be explored and analyzed in detail. Including will summarize all the findings regarding the marketing and Chinese-language services. The research found that in terms of quality, 41% of Chinese language services in this department store is quite poor. 55% of Chinese service staff still has many problems. The EmQuartier needs to upgrade the quality of its Chinese language service to meet the needs of Chinese tourists who visit in the department store. The thesis also points out current issues and proposes suggestions to improve the Chinese language services, which I hope will be useful in the future. Keywords: The EmQuartier department store, Chinese-language services, Chinese language skills 10 58 -20-0000(057-070).indd 58 25/12/2563 BE 10:31 27 2558 2560 Chinese People’s Choice Awards Thailand 2017 41 55 5-7 25,000-50,000 70 3 EM (The EmQuartier ) EM EM District 2015 3 (Bhiraj Tower) The Mall City Mall Group Bhiraj Buri The Emporium EM 3 The Helix Quartier A 59 -20-0000(057-070).indd 59 25/12/2563 BE 10:31 The Glass Quartier B 45 The Waterfall Quartier (C ) Quartier 40 2017 EM 2017 Chinese People’s Choice Awards Thailand 2017 EM EM 1.1 EM 2 EM EM 3 EM 2. EM EM 3. EM 100 EM 4. EM EM 5. EM EM 60 -20-0000(057-070).indd 60 25/12/2563 BE 10:31 EM EM (The EMQuartier ) EM EM District 2015 3 (Bhiraj Tower ) The Mall The Mall Group The Mall Bhiraj Buri The Emporium EM wikipedia[online]2019 EM 2014 — 2015-2016 --2017 EM “2017 Chinese People’s Choice Awards Thailand 2017” EM EM EM EM 1,000 Flagship Store 3 61 -20-0000(057-070).indd 61 25/12/2563 BE 10:31 EM EM 2019 7 2020 6 30 EM EM EM EM B G Gourmet market OTOP 6-9 20 EM EM EM EM 62 -20-0000(057-070).indd 62 25/12/2563 BE 10:31 11 2 HSK5-6 EM 1. 11.2% 88.8% 1 2. 63 -20-0000(057-070).indd 63 25/12/2563 BE 10:31 2 EM 0% 4% 15% 55% 26% 0% 6% 20% 54% 20% 0% 4% 12% 40% 44% 0% 3% 7% 65% 25% 0% 3% 6% 54% 37% 2.5 55% 54% 40% 65% 54% 3. 3 EM 16.7% 8.3% 75% EM 41% 32% 1% 64 -20-0000(057-070).indd 64 25/12/2563 BE 10:31 53% 4 (%) 1% 18% 32% 41% 8% EM EM 1 5 EM EM 65 -20-0000(057-070).indd 65 25/12/2563 BE 10:31 EM EM G M Siam Paragon ICONSIAMSiam Center EM EM EM 66 -20-0000(057-070).indd 66 25/12/2563 BE 10:31 EM EM EM 2 11.3% 88.8% 87.5% 1 5 8.8% 5 3.8% EM EM EM 2019-2020 100 100 12 88 67 -20-0000(057-070).indd 67 25/12/2563 BE 10:31 WITCHAREEYA RUENGPHOMARKETING FACTORS INFLUENCING DECISION TO USE SERVICES AT SIAM PARAGON SHOPPING CENTER,2010 05 The EmQuartier . [online]. https://en.wikipedia.org/wiki/EmQuartier (2019/02/28) .2018.[online].www.mofcom.gov.cn (2019/02/23) EM . [online]. https://www.emquartier.co.th/ (2019/03/2) EM .[] : https://th.wikipedia.org/wiki/ (2562) EM 200% 200%.[] : https://www.bangkokbiznews.com/news/detail/720855 (9 2562) EM 10 10 .[] : https://www.marketingoops.com/reports/fast-fact-reports/10-emporium-emquartier- facts/ (12 2562) .[] : http://www.brandage.com/article/2952/Department-Store (12 2562) Author (1) InformAtion NAme And SurnAme WATCHAREE BORIBOON Highest EducAtion Master’s Degree (Chinese Business for Communication) University or Agency Huachiew Chalermprakiet University Field of Expertise - Chinese Business for Communication - Mass Communication Address 159/25 Soi Charoenkrung 79 Yeak 13, Charoenkrung Rd., Watprayagrai Subdistrict, Bangkholaem District, Bangkok, 10120 68 -20-0000(057-070).indd 68 25/12/2563 BE 10:31 Author (2) Information Name and Surname LI YANFENG Highest Education Ph.D.in Management Science and Engineering University or Agency School of Logistics, Yunnan University of Finance & Economics, P.R.China Field of Expertise Logistics Management and Engineering Address 237 Longquan Rd.,Kunming, Yunnan, P.R.China, 650221 69 -20-0000(057-070).indd 69 25/12/2563 BE 10:31 70 -20-0000(057-070).indd 70 25/12/2563 BE 10:31.