Analysis of Marketing Mixed Factors to Create Value and Strengthen SMEs

through Chino-Portuguese Architecture

Abstract

Chino-Portuguese Architecture was born in the Malay Peninsula around the Year 1511 when the Portuguese came to set up the houses to trade in the Malacca port area.  They brought art and culture to spread by designing houses with Western architecture and forwarding them to Chinese technicians to use the plans for construction.  But with knowledge and experienced together with the beliefs of the Chinese people.  Resulting in a combination of Portuguese architecture and culture that created a unique identity of 3 national groups: Portuguese, Chinese and Malays.  Later, the Dutch and English came to have influence and made improvements and modifications by inserting specific styles called Chino-Portuguese architecture which happened in Phuket Province.  The characteristics of the building are divided according to the benefits of use into 3 types such as 1. Public buildings 2. Shophouses 3. Mansions etc.  Chino-Portuguese architecture was an artistic and cultural tourist attraction related to SMEs in the areas of accommodation, local products, clothing, art and local spa services, etc., to added value strengthening SMEs, by SWOT analysis, it was found that strengths, weaknesses, opportunities and threats in all 4 sides which could be applied and improved to adapt to every situation.  From analyzing the marketing mixed factors which found in product development, prices, distribution and marketing promotion to create added value and the strength for SMEs entrepreneurs who could be used to improve small businesses.  So that, they can grow and survive sustainably, resulting in tourism and the economy to grow and development together for Phuket Province.