Participatory Action Research for Developing Community’s Product and Digital Marketing Communication Guideline to Raise the Community Economy in Sustainable Way.

Abstract

                 The objectives of this research were 1) Study area context, needs and problems in community economy of Wangman and Nongnoi Subdistrict Watsing District Chainat Province, 2) Develop and upgrade community products to have a distinctive identity that is memorable, and 3) Develop digital marketing communication skills for people in the community, Wangman and Nongnoi Subdistrict Watsing District Chainat Province.

                 Participatory Action Research (PAR) consists of communication specialist, members of the community in Wangman and Nongnoi Subdistrict, government officials, owners of community products in both subdistricts. There are 3 phases of research process which are: Upstream phase, study to explore the community context and products of the sub-district. Leading to mid-stream phase, planning to develop value-added products and packaging in accordance with the needs of customers. And in the downstream phase, developing digital marketing communication skills for people in the community to be able to sell products in online stores and truly understand online marketing.

                 The result of the requirement and the problem: Both communities have attractive products but have no product development and distribution channel. The operation has developed an identity with the 4Ps of marketing to available for sale. In addition, there are 7 training courses in online marketing communication technology and distribution channels to develop digital marketing communication skills. Leading to the preparation of digital marketing communication plans. Results of upgrading the community economy are the careers potential and income growth for people in those communities.