การศึกษาแนวโน้มและแนวทางการพัฒนาการตลาดผลิตภัณฑ์หัตถกรรมกระดาษสาของผู้ประกอบการ ในเขตอำเภอสารภี จังหวัดเชียงใหม่

Abstract

The study of trends and guideline for developing mulberry paper marketing of entrepreneurs, Saraphee District, Chiang Mai Province aims to; 1) study the context of Chiang Mai mulberry paper entrepreneurs, Saraphee District; 2) study problems of Chiang Mai mulberry paper entrepreneurs’ marketing; 3) study trend of marketing growth of local mulberry paper; 4) study guidelines for developing mulberry paper entrepreneurs to be consistent with marketing growth. The main reason to select this area is to study the capability of the promoted entrepreneurs after the government support period has been expired. Survey research and purposive sampling including participatory research with entrepreneurs to make the guidelines for developing market were conducted. Descriptive analysis was used to analyze the qualitative and quantitative data. The findings of the study are presented below. The principle occupation of these entrepreneurs is agriculture, hireling, and grocer. Their paregon are handicraft and processing products. A lot of support and promotion were from the government and private sectors to these people at the begining. As a result, set of the individual and group of entrepreneurs appeared to conform to the supporting condition. SWOT analysis was used in the marketing management consideration. The study has found that the patterns of entrepreneurs are both individual and group of housewives. At present, some mulberry paper entrepreneurs are still runing on their business as sub-producer. However, it is about fifty percent of the pioneer has closed down. Thus, it has shown that the enterpreneurs can not keep their market position as the producer without support. The existing entrepreneurs are confronted the primary problem of production cost and financial aid. The secondary problems are selling price, market channels and labors. Comparing the marketing growth of mulberry paper with product life cycle theory, mulberry paper at Saraphee District has rised to the maturity cycle and it is moving to the decline stage.

The guideline of developing the marketing for the of mulberry paper handicraft is that they should improve the product designs to incentive its value added, imporve the knowledge of maketing and develope the market strategy. The government and the local government should continuously give them support and promotion to increase their marketing oppotunity. Entrepreneurs should create the business network both in the similarly product and complementary product type.