Impacts of Online Marketing Communication Strategies on OTOP Products of Nakhon Pathom Province
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Abstract
The objectives of the study are (1) to study the online marketing communication strategies for OTOP products in Nakhon Pathom province, (2) to study the e-commerce system of those products, and (3) to study the effect of the marketing communication strategies of those products on the e-commerce system. A group of 633 OTOP suppliers and retailers in Nakhon Pathom province were investigated and analysed using G*Power. The questionnaire was used with 180 participants while 18 participants were interviewed.
The result shows that the marketing communication strategy for OTOP products in Nakhon Pathom province with obvious product information on the advertisement lies at the mean of 3.59440. The qualitative study points out that the most common marketing communication is the advertisement with brochures in the local area, which enriches the outcome. The advertisement emphasizes on the group of food producers whom information on health and food benefit is provided for. The sale promotion strategy underlined on the price discount such as some giveaways when more than 1 unit of products is purchased. In terms of sale strategy of OTOP products in Nakhon Pathom province via online system, the entrepreneurs place importance on the channel of distribution of on-site sale (Mean = 3.62000). Moreover, the qualitative study indicates a significance of sales, which mainly relies on retailers, especially through acquaintances or social network. The marketing communication takes into account the valuable channel of distribution using the online sale to support the on-site sale. Regarding the communication strategy on OTOP products in Nakhon Pathom province that is expected to have an impact on its e-commerce system. The marketing communication needs related advertisements and social medias in order to approach the target group constantly, such as supporting online sale leading to the on-site sale, the suitable sale promotion on the on-site sale, more activity management.
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