THE POTENTIAL DEVELOPMENT OF THE COMMUNITY BUSINESS SUSTAINABLE OF NAMUENSRI COMMUNITY, NAYONG, TRANG

Abstract

This research aimed to 1) analyze the potential in creating management guidelines and promoting and developing the business potential of the target group, both in terms of physical, management, and personnel, and 2) develop the operations of community business groups to have increased potential in terms of management. Important sample groups for providing information included the president, committee members, and stakeholders in the Namuensri community, Na Yong, Trang. The research results found that 1) the occupational group used in the study has strengths in leadership and product uniqueness, has weaknesses in labor shortages, lacks a brand and lacks public relations, has the opportunity to receive support from the government and from popular trends, and have obstacles from economic problems and raw materials that depend on nature. 2) Model for developing the potential of community business entrepreneurs using the SCPD Integrated Model, including 2.1) creating storytelling to emphasize the story of the product, 2.2) emphasizing Publicize through social media, 2.3) Design products that are beautiful, interesting and suitable for souvenirs, 2.4) Find ways to increase the amount of production by creating community networks, 2.5) Strong grouping for products. Comes from the community and 2.6) Develop products that have standards to request community product standards.