This research aims 1) to study the current situation of the Personal Branding Model by Celebrity Endorsement in Thai Film Business 2) to create and check the personal branding model by Celebrity Endorsement in Thai Film Business. The samples are Film Directors actors screenwriters 17 stakeholders of movie business from both public and private sector. This research uses Delphi technique as a tool for 3 times collecting data by employing in-depth interview and questionnaires. Data are analyzed by using the SPSS program and present in number median. It considers the validity by confirming interquartile range absolute value between mode and median statistically. The findings are: 1) The main factors are consistent to the study which is used Delphi technique in relation to the personal branding model by Celebrity Endorsement in Thai Film Business as followings: 1.1 Strategic management by 1.1.1) celebrity creditability 1.1.2) celebrity skills 1.1.3) forming celebrity interestedness 1.1.4) transfer to popular celebrity 1.2 Brand celebrity management 2) Total quality management as followings: 2.1 Customer satisfaction 3) Celebrity supporting as followings: 3.1 the factor which is concerned the sustainable image. 2) The analyzing data following 1) which are from the return questionnaires regarding consensus panelists indicate that consistency rules of descriptive statistics which has the median in the range of 4.00-5.00 and interquartile range is less than 1.00 (IR < 1.00). Also the differences between mode and median are not more than 1. Thus the best practice for the personal branding model by Celebrity Endorsement in Thai Film Business is PB2SP which bring about the Total Performance Scorecard model (TPS). However this TBS model is checked index of congruence (IOC) from 5 IOC experts. It reveals that IOC > 0.50 are consisted of 1) organization balance scorecard 2) total quality management and 3) celebrity endorsement management. Generally the Total Performance Scorecard (TPS) is practical and can be developed for implementing.

This research is intended 1) to study situation and trend of merit-based incentives development of Thai film business for promoting creative economy. 2) to present developing innovation model of merit-based incentives in Thai film business for promoting creative economy. The key informants consisted of the public department and relevance to Thai film business groups. The entrepreneur in Thai film business and relevance business including related to Thai film business in ASEAN groups intellectual persons and marketers; 17 persons in total with the selection through purposive method. The research was conducted the future research method using the Delphi technique involving three-round questionaires as a research instrument. The descriptive statistics including median interquartile range (IR) for desired agreement and consensus answer of key informants. The research result found that: 1. In the first objective consisted of 1.1 To set up the film industry development institution in promoting merit-based incentives in Thai film business for promoting creative economy. 1.2 To create strategic development on film production to building potential and competitiveness world class in promoting merit-based incentives in Thai film business for promoting creative economy. 1.3 To create strategic promotion on inbound and outbound market in promoting merit-based incentives in Thai film business for promoting creative economy. 1.4 To create strategic promotion on private sector in film education development on supported promoting merit-based incentives in Thai film business for promoting creative economy. 1.5 To create strategic promotion and development to Thai film art preserve on supported merit-based incentives in Thai film business for promoting creative economy. 2. In the second objective from the above research finding & led to the presentation model approach in innovative developing model on merit-based incentives in Thai film business for promoting creative economy as follows; to set up the film industry development institution on supported merit-based incentives in Thai film business for promoting creative economy must in the patterns of public organization in leading to 4 post strategic concerned to strategic promotion on film and video industry. It as to proceed value creation on creative economy development by using content leading marketing and to establishing Thainess popular culture through media practicing for world connectivity could led to Thai film acceptance.