Market Expansion Strategies for Thai Frozen Fruit Exporters in the Chinese Market: A Study of Entrepreneurial Approach

Abstract

This research examines success mechanisms of Thai frozen fruit exporters in the Chinese market through social capital theory. The mixed-methods approach reveals connections between environmental factors, marketing strategies, trust, and export competency. Structural equation modelling confirms that environmental factors (β=0.56) and marketing strategies (β=0.44) positively influence trust, with trust functioning as a crucial mediator (β=0.90) between strategic actions and export success. The findings provide a fresh perspective on Chinese market competition, demonstrating that success depends not merely on price competition but on systematic social capital development across structural, relational, and cognitive dimensions. This study extends social capital theory by revealing specific mechanisms through which environmental analysis and marketing adaptation transform into trust and lead to sustainable competitive advantage. This research presents concrete implementation guidelines for Thai exporters, emphasizing consistent quality, business transparency, and cultural adaptation as key trust-building mechanisms within China's Guanxi-oriented business context. Integrating social capital concepts into export strategies will enhance the competitive capabilities of Thailand's frozen fruit industry in the Chinese market sustainably.