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Title: การวิจัยเชิงปฏิบัติการ การบริหารจัดการแบบมีส่วนร่วม ด้วยการจัดการความรู้ กลุ่มเกษตรทฤษฎีใหม่บ้านเจดีย์แม่ครัว ตำบลแม่แฝกใหม่ อำเภอสันทราย จังหวัดเชียงใหม่
Other Titles: The participation action research in Business Administration with knowledge management for Baan Jadee-maekrua New Theory Agricultural Group T.Mae-fak-mai, A.Sansai, Chiamg-Mai Province.
Authors: นิลวรรณ, เดชวิทย์
Nilwan, Dejawit
Keywords: การวิจัยเชิงปฏิบัติการ
Issue Date: 2552
Publisher: Chiang Mai Rajabhat University
Description: The purposes of studying business administration with the participation for the new theory agricultural group in Chedi Mae Krua village, Mae-Fak-Mai sub district, Chiang Mai province using the knowledge management are to study the administration and management system, analyze and develop the group’s operation and the marketing management pattern of agriculturists. To study the condition of group administration and management, we provided the villager a platform, interviewing, having group conversations, sharing knowledge, writing mind maps, using questionnaires and market research techniques. Then, we analyzed and systematized the quantity information by statistic program. The quality information was analyzed and written up to describe the connected points. Our conclusions, based on the results, are as follows Chedi Mae Krua village’s administration and management system found that the new theory agriculture group divided into 5 small groups according to the interest and need. The groups were planting mushrooms, growing clean vegetable, producing natural fertilizer, saving money and implementing new theories. The new theory agricultural group had the most members at 90.9 percent of the total number of villagers. Then, the saving money group at 88.6 percent. They grouped according to the interest of the members but the groups’ interrelationships were loose. To analyze and develop the groups’ operation, the researcher party supported the group in providing the activities included making the members understand about grouping, writing plans, problems during the operation and the description of the work characteristics. All these aimed to develop the groups’ operation and make the villagers understand more about the essentials of grouping and business system especially for the market. The agriculturists formed planting mushroom and growing clean vegetable groups with easy administration and management project. They divided the work upon their responsibilities. The responsibilities included the head, the advisor, the vice-head, the treasurer, the production department, the packaging department and the marketing department. To develop marketing management patterns, the groups analyzed different aspects of marketing, choosing target group, and product placement. The groups chose the mid-earning customers (10,000-15,000 baht) and mid to high earning customers who were expected to be the high buying power customers and cared for their health. The groups accorded three attributes to the products; first being direct from the farm, second, standard and third, reliable safety. The groups ran the marketing strategy by using 4P’s principle. The first P was product. The groups emphasized the qualities of the product that had to be fresh and clean in the packaging and the varieties of the vegetable that were at least 10 varied kinds. Moreover, to supplement the varieties, the groups emphasized standard packaging. The second P was price. The groups set a fixed selling price close to the market. They would not raise or decrease the price as the market moved but changed the quantity in the packaging instead. This prevented rapid changes in price. On the other hand, the group set a 10-20 percentage point higher buying price than the market to reflect the overheads of running the business. The third P was place. The groups put more emphasis on the Modern Trade at the supermarkets than the time stated markets and fresh markets that were favored by customers with high buying power. The last P was promotion. The groups emphasized giving customers’ information about clean vegetables, safety food and how to cook mushrooms and vegetables by using brochures and signs at the selling points. However, finding more selling channels was essential because it related to the response of the group to buying appropriate amounts of product from the members as well as the transportation cost. Furthermore, planning the production to have varied and punctual products was essential to the market system due to the market’s need for continuity and variety of the products. If the group didn’t have the product to respond to the target group’s need, it would weaken the marketing plan and finally lose their profit
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cover.pdfCover403.99 kBAdobe PDFView/Open
Abstract.pdfAbstract502.47 kBAdobe PDFView/Open
Content.pdfContent421.2 kBAdobe PDFView/Open
chapter-1.pdfChapter-1462.68 kBAdobe PDFView/Open
Chapter-2.pdfChapter-21.34 MBAdobe PDFView/Open
Chapter-3.pdfChapter-3711.22 kBAdobe PDFView/Open
Chapter-4.pdfChapter-42 MBAdobe PDFView/Open
Chapter-5.pdfChapter-5532.32 kBAdobe PDFView/Open
Bibliography.pdfBibliography616.9 kBAdobe PDFView/Open
Appendix.pdfAppendix7.13 MBAdobe PDFView/Open

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