IDENTITY COMMUNICATION STRAREGY OF INDIGO DYED IN SAKON NAKHON

Authors

  • Jiraphat Roemsri University of the Thai Chamber of Commerce
  • Jantima Kheokao University of the Thai Chamber of Commerce

Keywords:

Communication Strategy, Identity Indigo Dyed Fabric.

Abstract

This research has objectives (1) to study the state of identity communication, indigo dyed in Sakon Nakhon (2) to determine the plan for identity communication strategic indigo dyed in Sakon Nakhon It is a mixed research Between qualitative research and quantitative research Bring information SWOT Analysis Then formulate a plan for identity communication strategic indigo dyed in Sakon Nakhon with TOWS MATRIX Analysis and Focus Group By experts to check the plan for identity communication strategic indigo dyed in Sakon Nakhon

The research found that

  1. Marketing Communication of Indigo Dyed Fabric in Sakon Nakhon Manufacturer Use online media as a channel to present and distribute products. By the content used in communicating to the consumer group There is a reflection of nature. Indigo dyed fabric is used for hand woven cotton. Reflecting the way of life and culture of the people in the community Affects the perception of both emotions and feelings.
  2. Identity Communication Strategy of Indigo Dyed Fabric in Sakon Nakhon

Strategy 1 Strengthening the identity on the diversity of ethnic groups consisting of (1) Identification of indigo dyed of ethnic groups in Sakon Nakhon
(2) Indigo dyed process (3) Inheritance and creation of indigo dyeing wisdom.  Strategy 2 Creating value-added with the identity of Indigo Dyed Fabric in Sakon Nakhon consists of (1) Design of Indigo Dyed Fabric Products (2) Linking the area to cultural tourism. Strategy 3 Identity communication indigo dyed fabric in Sakon Nakhon consists of (1) Online marketing communication (2) Marketing management (3) Communication of wisdom through storytelling

References

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Published

2019-12-27

How to Cite

Roemsri, J. ., & Kheokao, J. . (2019). IDENTITY COMMUNICATION STRAREGY OF INDIGO DYED IN SAKON NAKHON. Journal of MCU Social Science Review, 8(4), 178–190. Retrieved from https://so03.tci-thaijo.org/index.php/jssr/article/view/224731

Issue

Vol. 8 No. 4 (2019): Vol.8 No.4 October - December 2019

Section

Research Articles

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