Online Marketing Logistics Management Strategies to Create Value-Added Feed Products Black Soldier Fly in Surin Province.
Keywords:
Logistics Management Strategies, Online Marketing, Black Soldier Fly (BSF) Larvae, Value-Added Animal Feed, Surin ProvinceAbstract
The objectives of this research were: 1) to analyze the online marketing logistics environment of black soldier fly (BSF) animal feed products in Surin Province, and 2) to examine online marketing logistics management strategies for creating added value to BSF animal feed products. The alternative animal feed industry plays a crucial role in promoting sustainable agriculture and the circular economy in Thailand, particularly with products such as BSF, which serve as a high-quality protein source and help utilize organic waste. A mixed-methods approach was applied, comprising quantitative data collected from 105 respondents and qualitative data obtained from in-depth interviews with 8 producers and distributors of BSF animal feed, as well as a focus group discussion with 28 participants.
The findings revealed that the environmental analysis identified strengths in the availability of high-quality raw materials and the readiness for domestic distribution. Weaknesses included high production costs and obsolete packaging, which limited competitiveness in online markets. Opportunities were found in government support and the adoption of technology to enhance production processes, while threats included unstable climate conditions and price competition from low-cost rivals. The study revealed that the overall level of logistics and online marketing strategies was high (x̄ = 3.99). The most significant strategy was transportation (x̄ = 4.20), followed by order processing (x̄ = 4.13), while customer service ranked lowest (x̄ = 3.71). The results suggested that appropriate transportation strategies could strengthen competitiveness in online markets, and that improving customer service and applying technology in inventory management would enhance operational efficiency. In conclusion, the development of logistics and online marketing management strategies for BSF animal feed products in Surin Province should focus on strengthening transportation, improving the efficiency of online ordering systems, and upgrading customer service through technological integration. These factors would add value to the products and enhance competitiveness in the online marketplace.
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