THE DEVELOPMENT OF DIGITAL COMMERCE FOR MARKETING PROMOTION OF ONE TAMBON ONE PRODUCT (OTOP) PRODUCTS IN MAERIM DISTRICT, CHIANGMAI

Abstract

                The objectives of this research are to create marketing knowledge and to develop a digital commerce system to promote one tambon one product (OTOP) products in Mae Rim District, Chiang Mai. The study divided into three parts, which are studying marketing and distribution of community products, developing a digital commerce system for marketing promotion of community products, and organizing training sessions in the community to improve marketing knowledge and digital technology usage. The evaluation will assess according to knowledge achievement and training satisfaction. The samples in the research consisted of Entrepreneurs in Mae Rim District, Chiang Mai, consisting of 80 people and three community enterprise groups. The researcher implemented a Purposive sampling method for sample selection. The results of the study show that the marketing and distribution of community products are mainly within the community area and trade fairs. However, the distribution using online media is only partially. The development of digital commerce for community enterprises will increase product distribution channels. Also, from the training in marketing knowledge and digital technology usage, it was found that the participants have increased their skills in marketing and digital technologies, with the average pre-test score of 7.25 and the average post-test score of 15.76. Moreover, the result of the satisfaction questionnaires shows that the participants were satisfied with the training with an average score of 4.34, which is considered very satisfied.