การพัฒนากลยุทธ์ทางการตลาดดิจิทัลสำหรับผลิตภัณฑ์ชุมชนของ หมู่บ้าน ป่าสักงาม ต. ลวงเหนือ อ. ดอยสะเก็ด จังหวัดเชียงใหม่

Abstract

This research study aimed 1) To study the marketing management system and the need of local community products of Pasakngam Village, Luang Nuea Subdistrict, Doi Saket District, Chiang Mai, and 2) To analyze and develop a community product digital marketing strategy model of Pasakngam Village, Luang Nuea Sub-district, Doi Saket District, Chiang Mai. This research used participatory action to study problems and current phenomena regarding local products in Pasakngam Village, public hearings, a focus group consisting of 32 people from the village, semi-structured interviews with leaders of the village and the leaders of local product groups, and a survey conducted with 215 customers and tourists who visited Pasakngam Village. In addition, there were the participatory workshop on the digital marketing strategies, and a local conference. The main points of this study can be summarized as follows: 1. Regarding the marketing management system of Pasakngam community products and the demand for community products, it was found that there were Facebook pages of Pa Sakngam community that have been created by community members but lacked of supervision. There should be new content and interesting news and information about the community and the local products. Moreover, there was no management system and marketing strategy for community products or public relations plans for the Pasakngam community. Selling goods and services activities was in accordance with the current situation. As a result, villagers in the community who made their living by community products were affected by the situation of the Coronavirus (Covid-19) which caused the decreased in their average income from the sale of community products or not able to sell at all. Regarding the demand for Pasakngam community products, it was found that tourists visiting Pasakngam Village and the Ruam Jai Bridge area tended to spend less on purchasing community products. 2. Analysis and development of digital marketing strategies of Pasakngam village community products, workshops were organized to transfer knowledge of digital marketing including online marketing using the RACE model that consists of reach, act, convert, and engage of the Pasakngam community and products of the Pasakngam community. The digital marketing operation consisted of creating and uploading promotional videos through YouTube channels and publishing them through the existing Facebook page to promote tourist attractions in the Pasakngam community and to stimulate awareness and to plan digital marketing strategy using the existing Facebook page social media strategy.