Study on Sustainable Operation in Traditional Industry: Application of Buddhist Systems Methodology (BSM) and Statistical Analysis

Under the trend of globalization and advancement of information technology, the operational patterns and industrial environments have changed, hence, traditional industries are facing the impact of the new era. Sustainable operation thus becomes their priority concern. This study treated consumers of traditional industries as subjects, and Buddhist Systems Methodology (BSM) and the quantitative statistical method were used to determine whether the effect of consumers’ perceived marketing mix strategies of industry and brand association on purchase intention would influence sustainable operation of traditional industries. Based on convenience sampling, 900 questionnaires were distributed. After eliminating 93 invalid samples, there were 807 valid samples. The data were analyzed by descriptive statistics analysis, reliability analysis, correlation analysis, and regression analysis using SPSS12.0. Finally, 36 items in the qualitative questionnaire of BSM were used to collect organizational issues and key personnel’s opinions through interviews, in order to discuss the views of stakeholders concerning traditional industries. Research findings are shown as follows: (1) price, channel, and promotion strategies in a marketing mix strategy influence consumers’ purchase intention; (2) brand association respectively influences promotion strategy, price strategy, and consumers purchase intention; (3) brand association influences consumers’ purchase intention; (4) according to BSM, sustainable development of traditional industries is limited by capital, labor force, and techniques, which are the problems encountered by those industries at present. Improvement of governmental policy and guidance are solutions to the problems faced by traditional industries.