Prototype Innovation for Enhancing Product Value Through Community Cultural Capital and New Lifestyles in the Online Market to Strengthen the Grassroots Economy of the Lahu Hill Tribe in Ban Plaeng Si, Khlong Lan Phatthana, Kamphaeng Phet
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Abstract
This study aims to analyze the potential and approaches for enhancing the value of products through community cultural capital to create a prototype innovation for online marketing, as well as to transfer knowledge of value creation to strengthen the grassroots economy of the Lahu hill tribe in Ban Plaeng Si, Khlong Lan Phatthana Subdistrict, Khlong Lan District, Kamphaeng Phet Province. The study involved 50 participants, including Lahu youth groups, community product groups, and staff from the Highland Development Center. Data were collected through interviews, workshops, and focus group discussions. The findings reveal three key points. First, the community has adopted new ways of life, leading to transformations in social systems, cultural capital, economy, education, politics, governance, environment, and infrastructure toward modern development. At present, the Lahu are neither marginalized by state mechanisms nor oppressed by capitalist systems. Second, the innovation developed by the Lahu consists of clothing sets and shopping bags made from culturally significant fabrics, reflecting cultural heritage and identity. Third, the transfer of value creation has been implemented through marketing on websites, online marketplaces, Facebook, and Line. The ethnic group’s cultural capital generates added value and supports sustainable grassroots economic development.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นลิขสิทธิ์ของวารสารทดสอบระบบ ThaiJo2 หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารทดสอบระบบ ThaiJo2 ก่อนเท่านั้น
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