DEVELOPING A BUSINESS MANAGEMENT MODEL AND DRAGON FRUIT PRODUCTS THROUGH DIGITAL MARKETING COMMUNICATIONS OF THE COMMUNITY ENTERPRISE GROUP IN PHU RUEA, LOEI

Abstract

This mixed-method research aimed to develop the business management model and dragon fruit products through digital marketing communication of community enterprise groups in Phu Ruea, Loei. The sample groups for quantitative research included representatives of members of the Dragon Fruit Community Enterprise Group, Community Enterprise Network Groups, government sectors, private sectors involved in community enterprises in Rongjik, consumers, communities, mass media, community leaders, and shops. Meanwhile, the informants for qualitative research were the experts in products related to the production, use, and distribution of the products and representatives of Now POM 479 planting soil group members. The research results found that the development of a business management model and dragon fruit products through digital marketing communications in Phu Ruea, Loei, using Business Model Canvas 9 as a prototype, was at the highest level overall. The prototype model was adjusted from Business Model Canvas 9 to a POLC model depending on the needs of the groups.