Development on a Digital Platform Based on the Creative Economy Concept to Promote Distribution Channels for Ethnic Woven Fabrics of the Chang Pa Huai Khayeng Community Enterprises, Thong Pha Phum District, Kanchanaburi Province

Abstract

           This research aimed to: (1) study the current marketing operations of ethnic woven fabric products of the Chang Pa Huai Khayeng Community Enterprises; (2) develop a digital platform to promote distribution channels for these products of the Chang Pa Huai Khayeng Community Enterprises Thong in Pha Phum District, Kanchanaburi Province; and (3) transfer and apply the developed digital platform to the Chang Pa Huai Khayeng Community Enterprises. Data were collected through interviews, focus group discussions, and questionnaires. The digital platform was developed using Visual Studio Code, XAMPP, MySQL, Sourcetree, TIDB, and Tailwind CSS, with programming in React TypeScript, HTML, JavaScript, and CSS. Data were analyzed using frequency, percentage, standard deviation, mean, and content analysis.

           The research findings revealed that: 1) The community enterprise's main products were handwoven fabrics and Karen-style shoulder bags, made from natural materials through intricate handweaving processes. These factors contributed to high prices and may make the design appear outdated to certain customer groups. There was also a shortage of skilled labor among the younger generation. Moreover, the products remained uncertified by credible institutions, which affected their trustworthiness. Handwoven fabrics were more expensive than machine-made products due to the time-consuming weaving process and high craftsmanship. Product distribution primarily relied on local community shops and trade fairs. The enterprises lacked effective online marketing channels due to difficulties in managing digital systems, leading to lost sales opportunities. Furthermore, there was a lack of marketing skills, and traditional marketing methods were still predominantly used; 2) The developed digital platform enhanced product distribution channels and could be practically implemented; and 3) The Chang Pa Huai Khayeng Community Enterprises group were able to effectively use the developed digital platform and expressed the highest level of satisfaction with the activities related to its application and transfer of the platform, both overall and in specific aspects.