An Analysis of Production Potential, Marketing, and Farmer Networks for Value Creation in Organic Vegetable Community Enterprises in Chiang Mai Province
บทคัดย่อ
This research aims to analyze the production potential, marketing strategies, and farmer networks to create added value for community enterprises growing organic vegetables in Chiang Mai Province. The study employed a quantitative research methodology, collecting data from 357 farmers through questionnaires, including executives, government officials, local leaders, the private sector, and local residents. Quantitative data were analyzed using statistical methods such as mean, standard deviation, and multiple regression analysis.
The results of the study indicate that: 1) Production Potential: The overall production capacity of the community enterprise groups is rated at a high level. The groups demonstrated particular strengths in infrastructure management and the application of academic techniques and technologies, indicating readiness for efficient production system development. However, the farmers' knowledge and understanding of organic farming remain moderate, suggesting a need for further training to support consistent quality standards. 2) Marketing Potential: Marketing capacity is also at a high level, with financial and marketing management showing notable strengths. These areas reflect the groups' preparedness in budget management and strategic planning. Conversely, logistics management remains moderate, highlighting a need to improve product distribution systems. 3) Network Potential: The potential of the farmer network is high overall, especially in network management and support from government organizations. The cultivation of organizational culture is also strong, reinforcing internal unity. However, support from the private sector is moderate, revealing an opportunity to strengthen collaboration with businesses for long-term sustainability. The results suggest that while the community enterprises have high readiness in production, marketing, and networking, targeted capacity-building particularly in farmer education, logistics, and private-sector engagement could further enhance value creation and competitiveness in the organic vegetable sector.
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