TEEN CHOK FABRIC OF RATCHABURI CLAN: HISTORY, KNOWLEDGE, PRODUCT DEVELOPMENT AND MARKETING IN BUDDHIST WAY TO INCREASE COMPETITIVENESS

Abstract

The objectives of this research were to 1) develop a historical database and development of the Ratchaburi family's Teen Jok Sarong cultural heritage, 2) develop a knowledge management process of the local knowledge of the Ratchaburi family's Teen Jok Sarong livelihood group, 3) develop Buddhist creative products of the Right Livelihood group. Teen Jok Sarong of the Ratchaburi family and 4) Development of marketing innovations in Buddhist way of life of the Ratchaburi family of Teen Jok Sarongs. It is research and development (R&D), including documentary research. Interviews with 15 key informants and focus group discussions with 10 people. The results were as follows: 1. History and development database There are lineages before the year 2347 B.E., the Yonok Chiang Saen Nakhon period, divided into 3 periods: 1) the original Tai-Yuan ethnic group 2) the Thai-Yuan ethnic group in Ratchaburi and 3) the various Thai-Yuan ethnic groups. in Ratchaburi today A large group settled in Khu Bua sub-district. Cultural heritage includes 1) Bai Sheng Tradition 2) Khuang Tradition and 3) Bun Klang Ban Tradition Folk games include 1) Joy 2) Tor Kai 3) Aor or Kala Phi 4) Phi Sum and 5) Phi Makak. There are 9 main beliefs for Teen Jok fabric patterns: 1) Xia flower pattern 2) Kab pattern 3 ) Pillow face pattern 4) Gong Keng pattern 5) Gab Dok Kaew pattern 6) Gong Keng Sia pattern 7) Gab Keng broken pattern 8) Hak Nok Kuo pattern and 9) Khae Sai pattern 2. Knowledge management process of local wisdom has 3 phases. namely 1) the establishment period, 2) the implementation period, and 3) the development period. The model for managing knowledge of local knowledge is 1) household level. There is a teaching system for children and grandchildren to learn how to weave Tin Jok cloth, and 2) the livelihood group/community enterprise level. It was applied to 6 steps: 1) Determination of desired knowledge, 2) Seeking knowledge from outside, 3) Development/creation/integration of knowledge, 4) Transfer/share/distribute/dissemination/exchange of knowledge. 5) application of knowledge and knowledge reuse, and 6) storage/preservation/improvement/inspection. 3. Creative products in the Buddhist way are available in 2 patterns, namely 1) human pattern and 2) fish pattern. Creating added value in 5 areas, namely 1) group leader, 2) product design, 3) wisdom transfer, 4) promotion of government agencies, and 5) product distribution and 4. Buddhist marketing innovation. The goal of the Teen Jok Fabric Society of Ratchaburi family is to create a sustainable product market in 5 ways: 1) increasing the number of patterns on the fabric, 2) reducing the number of patterns on the fabric, 3) developing the Teen Jok fabric into new patterns. 4) the use of natural dyed yarn raw materials and 5) the creation of the logo The group therefore applies the marketing principle "4Ps", namely product, price, distribution. and sales promotion Having the presenters wear various clothes and publicizing them through online media such as Pha Sin Teen Jok page, Ratchaburi.