ANALYSIS OF ADMINISTRATION OF COSMETICS EXPORT PROMOTION OF THE DEPARTMENT OF INTERNATIONAL TRADE PROMOTION USING THE DIGITAL ERA ADMINISTRATION CONCEPT
Keywords:
Cosmetics, Export Promotion, Department of International Trade Promotion, Digital Era Administration ConceptAbstract
Objectives of this study were to (1) Identify and analyse administrative problems of Cosmetics Export Promotion of the Department of International Trade Promotion (DITP), (2) examine administrative development guidelines of Cosmetics Export Promotion of the DITP, and (3) study factors affecting success of administrative development guidelines of Cosmetics Export Promotion of DITP, using the Digital Era Administration Concept.
Mixed method is used in this research (quantitative research as a principal and qualitative research as a supplementary). The tool included survey questionnaires from 1,055 export entrepreneurs of cosmetic products and in-depth interview of 9 experts.
Findings of this research were (1) the significant administrative problem was DITP's insufficient export promotion and market expansion of the cosmetic products, (2) DITP should increasingly promote the export and market expansion of the cosmetic products and give priority on catering the needs of the export entrepreneurs of cosmetic products, and (3) DITP should focus and apply the factors affecting success of administrative development guidelines of Cosmetics Export Promotion using the Digital Era Administration Concept as the key performance indicators of planning, establishing strategy, and further developing. The most important factor to develop successfully is People.
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