A Case Study on Digital Marketing and Consumer Behavior for Cheongsam Sales Targeting Chinese Female Customers in Chiang Mai

As a symbol of traditional Chinese culture, the cheongsam has regained global attention in modern design. This research focuses on the Chinese female community in Chiang Mai, Thailand, to explore the sales potential of cheongsams in this market. By integrating consumer behavior analysis, cultural integration, and digital marketing techniques, particularly using the 5A marketing model, the research uncovers consumer sentiment, purchase motivations, and market entry strategies in the interplay between tradition and modernity. The research highlights the importance of digital marketing technologies in enhancing consumer experience and product personalization, and recommends that cheongsam design should be modernized, implementing cultural and digital marketing strategies targeting Chinese people, and adopting omnichannel sales techniques to better attract and serve Chinese female consumers in Chiang Mai. These findings provide strategic guidance for the cheongsam industry to adapt to changes in consumer behavior in the digital economy era and achieve a perfect fusion of tradition and modernity.