Development of Local Woven Fabric Products Potential through Online Marketing Communication Strategies and Enhancing Digital Platform Skills to Elevate the Grassroots Economy of Community Enterprises in Kanchanaburi Province
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Abstract
The objectives of this research were to 1) study the operation and obstacles in online marketing of local woven fabric products; 2) analyze online marketing communication strategies for local woven fabric products of community enterprises; 3) enhance the skills in using digital platforms through online marketing tools for local woven fabric products for community enterprises; and 4) transfer online marketing communication strategies for local woven fabric products to community enterprises in Kanchanaburi Province. The instruments used were in-depth interviews, focus group discussions, and questionnaires. The statistics used for data analysis included frequency, percentage, standard deviation, and mean, along with content analysis principles. The research findings revealed that 1) the community enterprises producing local woven fabric products have low potential in online marketing. Additionally, they face competition from factory-produced fabrics. There is no knowledge of online marketing, relying heavily on government agencies and younger generations. 2) the online marketing communication strategies encompass the 6Ps a model called the “KANCHANA Model” was synthesized and developed. 3) Community enterprises have enhanced their skills in using digital platforms. Overall satisfaction with participation in these activities was the highest in all aspects, with an average of 4.56. 4) The community enterprise groups accepted the online marketing and applied them. Each group developed and diversified their online sales channels, enhancing sales through various platforms, resulting in increased followers and sales. By increasing opportunities to access the market, creating a modern image for local woven fabrics.
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