การศึกษาช่องทางการจำหน่ายออนไลน์และออฟไลน์ที่เหมาะสมสำหรับผลิตภัณฑ์ล้างทำความสะอาดแผงโซลาร์เซลล์ ยี่ห้อโซล่าการ์ด ในตลาดธุรกิจต่อธุรกิจ

Abstract

This study aimed to identify appropriate online and offline distribution channels for the Solarguard solar panel cleaning product and examine target customer behavior in the business-to-business market. The study focused on solar power system operation and maintenance service providers and organizational personnel involved in purchasing and product selection. A qualitative approach was employed, using semi-structured in-depth interviews with 14 key informants experienced in product, supplier, and procurement channel selection for solar panel maintenance. The data were analyzed using content and thematic analysis.
The findings revealed that most target customers cleaned solar panels using water and sponges and commonly encountered water stains, dust, bird droppings, and embedded dirt. They therefore required products that were safe for panel surfaces and supported by technical information and actual-use evidence. Purchasing decisions were influenced primarily by performance, cost-effectiveness, seller credibility, supporting documentation, and product trials rather than price alone. Suitable online channels included the company website, Google Search, LINE Official Account, and Facebook Page, while important offline channels included direct sales teams, distributors, customer visits, demonstrations, and on-site trials. Therefore, an integrated channel strategy is recommended, using online channels to create awareness and provide information and offline channels to build trust, demonstrate performance, and support B2B purchasing decisions.