Cluster Development of Buriram Silk Entrepreneurs to Support ModernMarketing

Abstract

The purposes of this research are: 1) to study the potential of Buriram silk cluster Entrepreneurs, 2) to create a development process of Buriram silk cluster entrepreneurs 3) to create modern marketing opportunities for Buriram silk cluster entrepreneurs. The target groups are 5 communities as follows: 1. Sustainable organic agriculture community enterprise group in Thawon. 2. Community enterprise group of the women's weaving (Phu Akkanee). 3) Mueang-Rung weaving community enterprise group of Ban Khok Sa-Ard and Ban Nong Oy Chang. 4) Local handicraft center in Na Pho district, and 5) Silk weaving group in Ban Nong Muang, totaling 116 individuals.

            The finding found that Cluster Development of Buriram Silk Entrepreneurs to Support Modern Marketing is divided into quarters as follows: 1) SO strategy - aggressive marketing strategy focusing on market penetration and expansion  1.1) online market expansion 1.2) developing collaborative networks with Buriram silk clusters. 2) WO strategy - internal process improvement strategy. 2.1) creating knowledge to Buriram silk cluster entrepreneurs. 2.2) creative product design development. 2.3) elevating silk quality. 3) ST strategy - human resource development strategy. 3.1) Organizing development workshops and providing in-depth counseling to entrepreneurs, and 4) WT strategy - leakage correction strategy. 4.1) networking linking activities to Buriram silk cluster entrepreneurs