กลยุทธ์การปรับตัวเพื่อความอยู่รอดในช่วงวิกฤติการแพร่ ระบาดของไวรัสโคโรนาของผู้ประกอบการธุรกิจในจังหวัด เชียงใหม่

Abstract

This research aimed to study adaptive strategies of entrepreneurs to survive in the Coronavirus pandemic in Chiang Mai. The results found that the strategies can be divided into 4 major aspects; (1) Management for survival during the crisis is crucial because it was found that the businesses that can survive have anticipated the situations, observed resources, and operating costs to manage and create a budget plan for the crisis as well as reserved cashflow within the business in balance as much as possible as it would be sufficient to restart the business after the crisis. (2) For marketing and sales, it was found that businesses adapted operating processes to make other revenue streams such as online selling along with creating new business that could yield opportunities for income and cope the labor resources with worthiness. (3) For capital and liabilities management, it was found that every business attempted to maintain liquidity and financial status so that the business could have the working capital as much as possible by making a plan for the use of reserve funds economically, worthily and reduce the expense in all aspects as much as possible by bargaining, importantly, and maintain trade credit as well as business reliability appropriately. (4) For problem-solving and risk management during the crisis, it was found that every business has its own adaptive strategies for business survival such as a new form of related product selling or a new-style product to increase the opportunity to earn more income. However, compensation, food welfare, working time deduction as the replacement for a lay-off, support in the area, and utilities to build an extra career during the crisis are all provided to employees.