BUSINESS DEVELOPMENT STRATEGIES FOR ACOUSTIC BAND IN ENTERTAINMENT : BANGKOK ENTERTAINMENT

Abstract

The purpose of this research is to 1) study about problems and obstacles that happen in the working of musician 2) to study expectation and employment need of acoustic band in Bangkok area clubs 3) to study expectation, want and customers’ behavior toward acoustic band in Bangkok area clubs 4) To create strategy that will improve acoustic band business in clubs: this research is mixed method research, qualitative research got information from interviewing 3 acoustic musicians who work in clubs and 3 club owners ,quantitative research got information from customers who listen to acoustic band  in Bangkok area clubs : online survey 400 sets of questionnaire for data analysis. The researcher use frequencies distribution, percentage, mean and standard deviation and use factor analysis to analyze factors that affect to decision of watching acoustic band in Bangkok area clubs.

As mentioned above leads to I-CARE strategy that will improve acoustic band business in Bangkok area clubs. I-CARE means I care of this matter; I stands for interaction that means to have good relationship with customers. C stands for customer tastes that mean individual taste of music for each group of customers. A stands for attribute that means the good qualification of musician. R stands for respect that means respect their career and themselves. E stands for entertainment that means entertainment for audiences. The researcher uses 5 factors to create I-CARE strategy which is tool to upgrade standard and job stability for acoustic musicians.