Integrated Marketing Communication Strategies to Enhance Distribution Channel Efficiency for Community Enterprises
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Abstract
The objectives of this research article were to: 1) study the problems faced by community enterprises; 2) investigate integrated marketing communication (IMC) strategies to enhance the efficiency of distribution channels for products and services; and 3) explore guidelines for promoting the distribution of community enterprise products and services. This study employed a mixed-methods research design. The sample consisted of a total of 355 participants, including 140 community enterprise entrepreneurs, 210 consumers who had previously purchased products, and 5 key informants. Data were collected using questionnaires and interviews, then analyzed using percentages, mean, standard deviations, and content analysis.
The research findings revealed that: 1) the operational problems faced by community enterprises were overall at a high level ( = 3.75). All ten specific aspects were also rated at a high level, led by management (
= 3.89), followed by production (
= 3.86), pricing (
= 3.82), distribution (
= 3.81), product development (
= 3.75), business management, finance, and marketing (
= 3.68), human resources (
= 3.67), and technology and innovation (
= 3.65); 2) integrated marketing communication (IMC) strategies to enhance distribution channel efficiency were overall at a high level (
= 4.08), consisting of advertising (
= 4.10), personal selling (
= 4.08), sales promotion (
= 4.08), direct marketing (
= 4.08), and public relations (
= 4.04); and 3) guidelines for developing integrated marketing communication strategies to enhance the distribution channels of products and services. The approach involved creating a business strategy plan using the Business Model Canvas (BMC) and promoting knowledge and skills to help members of community enterprises independently expand their distribution channels through digital marketing. This includes providing policy recommendations to relevant public and private organizations to further drive and support community enterprise groups.
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