The development of distribution channels using digital marketing to enhance the competitiveness of community enterprise products of tha-li, loei province

Abstract

Currently, digital technology plays a significant role in business operations, resulting in traditional distribution channels being insufficient to meet the changing behavior of consumers. Therefore, community enterprises must adapt by using digital marketing to enhance their competitive advantage. This study is a developmental research aiming to: 1) develop distribution channels through digital marketing to increase the competitiveness of products from the Thali Community Enterprise Group, Thali District, Loei Province, and 2) examine the satisfaction and understanding of the target group regarding the application of digital marketing in enhancing distribution channels. The sample group in this research includes 3 experts in marketing and community enterprise development, 6 members of the Thali Community Enterprise Group, and 7 consumers of the group’s products, totaling 16 individuals. The sampling method used was purposive sampling. The research instruments comprised: 1) interview forms, 2) a product promotion platform tested through Facebook Fanpage and TikTok, which included training sessions on digital marketing for the target group, and 3) a satisfaction questionnaire used to assess the effectiveness of the digital marketing system. Data collection was conducted using focus group discussions. The data were analyzed using descriptive statistics, including mean and standard deviation. The findings indicate that Facebook Fanpage and TikTok effectively enhanced brand awareness and expanded market reach for the Tha Li community enterprise. Facebook Fanpage played a pivotal role in branding and product promotion, while TikTok was instrumental in reaching new customer segments through engaging short-form video content. Overall, respondents expressed a high level of satisfaction with the Facebook Page "Hug Paeng – Tha Li Community Products" (x ̅= 3.51) and the TikTok platform "Hug Paeng – Tha Li Community Products" (x ̅= 3.28). These results highlight the significant impact of digital marketing in improving visibility and market accessibility for community enterprises.