การจัดการความรู้ทางการตลาดเพื่อพัฒนาวิสาหกิจชุมชนในการผลิตผลิตภัณฑ์ทางถั่วลิสง ถั่วเหลืองและน้ำมันงาของกลุ่มแม่บ้านเกษตรกรบ้านปางหมูและบ้านสบสอย ตำบลปางหมู อำเภอเมือง จังหวัดแม่ฮ่องสอน

Abstract

บทคัดย่อภาษาไทยไม่สมบูรณ์

The Knowledge Management of Marketing to Develop Community Enterprises of Peanuts Products, Soilbean Products and Sesame Oil at Pangmoo and Subsoi Village, Amphur Muang, Meahongson Province

The objectives of this research were to study the present and future condition and marketing potential of peanuts products (Pae-lor and Pae-jee), soilbean products (Thua-nao-cap) and Sesame oil (Namman-nga) and to develop the appropriated marketing management that was consistent with the groups resource and capability. The data collections were brain storming, deep interview, focus group, observation, data analysis and participatory action training. The research was a Participatory Action Research (PAR) and conducted from 1 October 2008 to 30 September 2009.

The results showed that (1) The Sobsoi Credit Union group had to expand market to vegetarian restaurant, positioned the product to cold-pressed oil with water turbine, changed brand color and brand identity to green and yellow. The market test found that Tanyathip Brand was accepted from health care market than tourist groups. (2) The Pangmoo green organic sesame group had to expand market to health care and tourist market, positioned the product to animal extraction method (cow or buffalo), changed brand color and brand identity to yellow and brown. The market test found that Morkpao Brand was accepted from health care market than tourist groups. (3) The Pangmoo health care sesame oil group had to concentrate to natural skin care treatment, positioned the product to real 100 % sesame oil, changed brand color and brand identity to pink and white. The market test found that Trakwian Brand was accepted from health care market than tourist groups. (4) The Pangmoo production group of Pae-lor and Pae-jee had to concentrate to tourist and health care market, positioned the product to the nontoxic organic peanut roasted by Thai-Yai wisdom, changed brand color and brand identity to green, white and yellow, used point of purchase (POP) to inform the usage and nutrition values to customers. The market test found that Thua Luang Thong Brand was accepted from health care market than the tourist. (5) The Pangmoo soybean production group had to penetrate to tourist and health care market in the city, instead of selling through only wholesaler, positioned the product to Thai-Yai original formula, changed brand identity color to brown and white. The market test found that Thua-Nao Cap Bantai Brand was accepted from health care market than the tourist market.