The Development of Media Production Skills with Smartphones for Marketing Communication of Community Enterprises in Chiang Rai Province

Abstract

This research aimed to study the guidelines of developing media production skills with smartphones to enhance marketing communication for community enterprise entrepreneurs in ChiangRai Province using qualitative research methodology. With two sample groups was agricultural academician and representatives from community enterprises. The training was provided to the target group representing community enterprises from the following 6 districts: Mae Fah Luang District, Mae Chan District, Mae Sai District, Pa Daet District, Wiang Chai District, and Mae Lao District in ChiangRai Province.There were in-depth interviews with agricultural scholars who played a key role in the management of community enterprises and community enterprise entrepreneurs in ChiangRai Province to find training guidelines. After that, there was the follow-up of the training and after the training of community enterprise entrepreneurs to find the answers of the guidelines that could be implemented to develop media production skills with smartphones to enhance marketing communication. The research results were summarized as follows: The media production skill that the target group could do well and continuously was product photography, which was conveyed in the form of introducing the shape and characteristics of the product clearly and in various perspectives. However, in the video clip production, it was found that there were entrepreneurs who were able to resume production and still not be able to continue. The group that could not continue to do so had several obstacle factors; the lack of technology in smartphones and applications, the lack of time to do it constantly resulting in forgetting the processes, and the old age affecting memory and understanding. This training process was said to be the first issue in skill development as it allowed the interested people to be able to use smartphones in media production. For guidelines to develop media production skills with smartphones for marketing communication after having basic smartphone production skills, entrepreneurs needed to have (1) a continuous development of creativity, (2) development of storytelling, and (3) development of knowledge of creating marketing communication channels through social media, which could not be done in a limited time due to complexity. Another important factor in achieving accurate and understandable media production skills was continuous communication and imparting knowledge and understanding over a period of time by making an appointment for a comprehensive review and understanding at least 1 time per month in order not to confuse the target entrepreneurs to forget the content and give up the production of work.