สังคหวัตถุ 4 กับการพัฒนาการสื่อสารเพื่อการส่งออกไทยสู่ตลาดโลก

Benyapa Benjakul

Authors

Benyapa Benjakul Department of International Trade Promotion (DITP)

Keywords:

Sangahavatthu IV Principles, Communication Development, Thai Export to the Global Market

Abstract

This academic article aimed to explore and propose an approach for applying the Buddhist principle of Sangahavatthu 4 comprising Dana, generosity, Piyavaca, kind speech, Atthacariya, beneficial conduct, and Samanattata, equality, to develop strategic communication frameworks for Thai export to the global market, conducted through documentary analysis and theoretical synthesis. The study revealed that communication in international trade contexts served not merely as a process of product information transmission, but also as a crucial mechanism for establishing credibility, strategic relationships, and global commercial identity. The application of Sangahavatthu 4 can lead to the development of four communication dimensions: providing transparent and impartial information, employing appropriate and constructive language, implementing actions that reflected social responsibility, and demonstrating respect for cultural diversity. These dimensions aligned with contemporary trends toward ethical and sustainable consumption patterns among modern consumers. This study held both theoretical and practical significance by demonstrating the potentials for integrating Buddhist principles into international marketing communication strategies to create sustainable competitive advantages.

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