Development of Marketing Channel and Creating Value Added of One Tambon One Product in Khok Mang Ngoi Subdistrict, Khon Sawan District, Chaiyaphum

Authors

  • Umawadee Detthamrong Faculty of Business Administration, Chaiyaphum Rajabhat University
  • Dasarinpat Suthamdee Faculty of Political Science, Chaiyaphum Rajabhat University

Keywords:

Marketing channel development, Value added, One Tambon One Product

Abstract

The objectives of this research were (1) to study the model of marketing channels of One Tambon One Product and (2) to develop the marketing channels and creating value added of One Tambon One Product in Khok Mang Ngoi Subdistrict, Khon Sawan district, Chaiyaphum.  The qualitative research was conducted with one group, appliance and decorate entrepreneur of purposive sampling key-informants of Ban Nong No Noi reed mat community enterprise. The semi-structured interview was conducted using questions with a correspondence index value of 1.00. The results revealed that the current marketing channel of Ban Nong No Noi reed mat community enterprise has only offline channel through trade expo and retail selling at firm. Therefore, in order to create the ability to compete in the current situation, there is a guideline for develop marketing channels and creating value added of product via online marketing channel using Facebook page as the main channel to communicate with target customers. Moreover, there are two approaches to create value added of the product were (1) upgrading the quality of the product and (2) product processing.

Downloads

Download data is not yet available.

References

Ananlertsakul, N. and Jiyajan, J. (2018). The organizational management model for increasing the potential operation case study of herbal product (non-food) OTOP community enterprises in Southern Thailand. Panyapiwat Journal, 10(2), 128-135. (in Thai)

Bumrungsuk, P. (2021). Behaviors that affect online shopping through Shopee application of consumers in Nakhon Pathom Province. Journal of Management Science Nakhon Pathom Rajabhat University, 8(2), 370-383. (in Thai)

Bunyapas, P. (2021). Department of Business Development Empowering OTOP entrepreneurs to build networks distribution sources all over Thailand. [Online]. Retrieved 15 January 2022, from: https://www.bangkokbiznews.com/pr-news/biz2u/280092. (in Thai)

Chaiyaphum Rajabhat University. (2017). ABC-6D Chaiyaphum Model. [Online]. Retrieved 19 January 2022, from: http://www.cpru.ac.th/abc-6d/. (in Thai)

Chamlertwat, V. et al. (2016). Re: digital new era marketing penetrates the hearts of customers. Bangkok: Provision. (in Thai)

Chantaramanon, T. (2012). Distribution channel factors affecting customers towards purchasing chemical products and choosing distributors in Chiang Mai Province. Thesis of the Degree of Master of Business Administration. Chiang Mai: Chiang Mai University. (in Thai)

Chiarakul, T. (2014). The problems and the adaptation of OTOP to AEC. Executive Journal, 34(1), 177-191. (in Thai)

Jornjaroen, N. et al. (2017). Online marketing communication strategies for empowering community products to digital economy: A case study of Bongti Community products, Sai Yok District, Kanchanaburi Province. The Proceedings of the 12th National and International Conference, Sripatum University, 14 December 2017, 832-842. (in Thai)

Khok Mang Ngoi Subdistrict Administrative Organization. (2018). Development strategic plan (2019-2022). [Online]. Retrieved 19 February 2022, from: http://kokmungngoi.go.th/public/list_upload/backend/list_893/files_default_2326_1.pdf. (in Thai)

Kumkrua, M. & Chokudomchai, T. (2019). Online marketing communication strategies via social media that affecting consumer behavior in buying OTOP products in Kanchanaburi. ARU Research Journal Humanities and Social Sciences, 6(1), 1-8. (in Thai)

Kunrattanaporn, T. (2007). Marketing channel management. Bangkok: Choraka Printing. (in Thai)

National One Tambon One Product Management Committee. (2019). Action plan to drive the One Tambon One Product Project . [Online]. Retrieved 19 January 2022, from: http://www.mua.go.th/users/budget/doc/OTOPActionPlan62_2063.pdf (in Thai)

Noria. (2022). How to make your own Facebook Fan page easy and free, Updated 2022 Edition. [Online]. Retrieved 1 January 2022, from: https://tinyurl.com/2p8v76dt. (in Thai)

Pattharawongthana, J. (2016). Expanding online market channel for community handicrafts product of Makhunwhan sub-district, Sanpatong district, Chiang Mai province by using e-commerce system. FEU Academic Review, 10(2), 163-175. (in Thai)

Pisawong, S. (2021). The product development of OTOP entrepreneurs to support knowledge-based network in Surin Province. NRRU Community Research Journal, 15(4), 28-41. (in Thai)

Pratwet, P. et al. (2019). Transforming local products from reed mat and tuba root for International Market. Sisaket Rajabhat University Journal, 3(1), 94-103. (in Thai)

Setsuwan, P. et al. (2020). Folk wisdom knowledge management model for hand-woven cotton fabric of Lua in the north of Thailand. Journal of Innovation and Management, 5, 41-58. (in Thai)

Stern, L. W., Ansary, A. I. and Coughlan, A. T. (1996). Marketing Channel. 5th ed. Upper Saddle River, NJ: Simon & Schuster.

Thongkaem, K. and Phaengsoi, K. (2019). The problems and guidelines for promoting OTOP products on the buddhist online market in Udon Thani province. Journal of MCU Nakhondhat, 9, 4627-4644. (in Thai)

Published

2022-06-28

How to Cite

Detthamrong, U., & Suthamdee, D. (2022). Development of Marketing Channel and Creating Value Added of One Tambon One Product in Khok Mang Ngoi Subdistrict, Khon Sawan District, Chaiyaphum. Journal of Innovation and Management, 7(1), 123–136. Retrieved from https://so03.tci-thaijo.org/index.php/journalcim/article/view/260568

Issue

Section

Research Articles