THE DEVELOPMENT OF DISTRIBUTION CHANNELS USING DIGITAL MARKETING TO ENHANCE THE COMPETITIVENESS OF COMMUNITY ENTERPRISE PRODUCTS OF THA KHUN RAM, MUEANG KAMPHAENG PHET DISTRICT

Abstract

This research aimed to 1) Study the market operation conditions of community enterprise groups of Tha Khun Ram Subdistrict, Mueang Kamphaeng Phet District. 2) Study customer needs and marketing factors that affect the purchase of enterprise community products of Tha Khun Ram Subdistrict, Mueang Kamphaeng Phet District. 3) Develop distribution channels utilizing digital marketing to increase the competitiveness of community enterprise products of Tha Khun Ram Subdistrict, Mueang Kamphaeng Phet District. Research and Development were applied to research methodology. The data sources comprised 12 people, the chairperson, vice president, or administrators of the Thea Khun Ram community enterprise group. A total of 323 customers purchased products and 3 digital marketing academicians. A structured interview form was utilized as research tools regarding the group's marketing performance. The data were analyzed by Content Analysis, Statistics Percentage, Mean and Standard Deviation method.

The findings were as follows: 1) The Community Enterprise Group of Tha KhunRam Subdistrict does not have a group organization structure or marketing practitioner directly. There has been no systematic management of marketing. Both former customers who have had the experience purchasing the group products and some new customers order products. Most of the clients who regularly purchased products were from the community and Kamphaeng Phet province. The Group is required to distribute products through online or internet channels. 2) The findings of the customer requirements study the marketing factors influencing the purchase of the product. The purchaser’s preference, emphasizing the website elements of the digital marketing channels affecting the purchase of the group's products, has been found that the customer has a shopping experience for the group's products and recognizes product information provided by group members. These marketing factors that affect a product's purchase have a moderate impact on all purchasing decision factors. Clients pay more attention to the website contents on the digital marketing channels that affected the purchasing of the products, the content of the components at the highest level. Upon presentation, which meets specific needs, trading, community, appearance, communication, and client association at a high level. 3) Distribution channels using digital marketing to enhance the competitiveness of community enterprise products of Tha Khun Ram, Mueang Kamphaeng Phet District comprised the development of digital marketing practice structures, digital distribution channel design, promotion through digital marketing channels, and activity-based digital marketing channels.