พฤติกรรมการแข่งขันของผู้ผลิตในอุตสาหกรรมเบียร์ - ThaiJO

Abstract

Thc dynn~~lir rhrbngcs in ihc struclure ol' thc bcer industry inevivahly ;llTvct f11e co~~ducts of

bwr pfiducra of bcer pducea in Thailand. Thc new wgulutionh tllul ullow ncw prducrrs tu shre the

mrlirt of the h e r industry induce new cun~pctitive ar,rcgics as all pmduce~s try 10 pn>tcct h e i r

kncfits it1 prrler to enin advuiiritgc by in~ruducing various price a~miegics and wn-price yrategies.

So~lle pnjduccrr; ctllploy il ~ic-ill sale strategy to ~r;lnsfbr the ir~vcstmcnl ca9t ol' hccr lo that t ~ f whisky

which is conveniently u moaop~ly product. This rcsulrs in ncw hers having surticicnlly luw prim<.

~hus hcing ohlc to conlpele in thc markel.

The *;Sinrcture-Conduct-Pcrfo~an~~'~' Analysis givcs a clti~r picture nf the ctrmpetitive

cot~clucts of ker pnlducers. Morcrwtt. thc govcmmenl'r involvcnlcnt in issuing ber-pnduction

liuerlws. cthlcctinp and increi~sing titnxcs. PIIJ uuppurtii~g Irwal winc ar~d whisky that can be co~~riumcrt

as betr-subtltuta will m y dhaPge rhe BtracCure af he bacr iddustty ad !be conducls of beer

producers in Thailand.

Keywords: Emrlndusrry, Eompctitive Behavior, Tit in Sda, StructurcConduct-Pdmce {SO)

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