The Guidelines for Development of Marketing Skills and Distribution Channel Management for Community Products in Sisaket Province for Enhancing Its Competitiveness in The Modern Era.
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Abstract
The objectives of this research were to specify guidelines for developing marketing skills and distribution channel management for community products in Sisaket Province to enhance its competitiveness in the present age. The sample groups were representatives of the OTOP community, which included 220 people from 22 villages selected using purposive sampling. This study was conducted according to two research methodologies were as follows: 1) Quantitative research: questionnaires were employed, and the following statistics were used frequency, percentage, mean, standard deviation, t-test, F-test, and multiple regression analysis, and 2) Participatory Action Research combined with qualitative research (PAR). Observations and In-depth interviews were used as tools. The key informants included 44 representatives from 22 communities. The data were analyzed using descriptive statistics. The research results showed that the community had a moderate level of overall marketing and channel management skills. The community had a high level of overall competitiveness. The community must develop marketing and distribution-channel skills. Communication marketing skills enhance competitiveness. The results of comparing the competitiveness enhancement community in terms of the characteristics of the community and time of operation were different. Therefore, approaches to developing communication skills in marketing are strategy, capacity, teamwork, and emotion. Distribution channel management focuses on developing online media from smartphones to generate income. The most commonly used channels to enhance competitiveness in the present age are Facebook, Line, and YouTube.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นลิขสิทธิ์ของวารสารทดสอบระบบ ThaiJo2 หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารทดสอบระบบ ThaiJo2 ก่อนเท่านั้น
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