The Strategy to increase product value of Mudmee Silk with the marketing in Nakonchaiburin

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นิตยา โงกสูงเนิน
วรวิช โกวิทยากร
รัชดา ภักดียิ่ง

Abstract

               The objective of this research study is 1) to survey the present status of marketing operation in increasing product value of Mudmee silk in the area of Nakhornchaiburin, 2) to study the present status of marketing operation in increasing product value of Mudmee silk in the area of Nakhornchaiburin, 3) to analyze the influential factors on marketing operation of the Mudmee silk producers on the area of Nakhornchaiburin, 4) to formulate a strategy for increasing the product value of Mudmee silk in the area of Nakhornchaiburin. The samples in this analysis include 400 silk customers, 32 groups of silk producers and distributors along the whole process of supply chain, and 8 individuals from Provincial Commercial Office and Provincial Community Development Office. The tools used in analysis are questionnaire, in-depth interview, and focus group. Statistics used in analysis are percentage, average, standard deviation. And factor analysis


               research results show that the strategy used in ini=creasing product value of Mudmee silk in the area of Nakhornchaiburin is MARKETING STRATEGY METHODS NCBS, which came from SWOT Analysis and component analysis, 7 strategies which are 1) Strategy M - Managing 3Ms, marketing management including marketing 7Ps, McKinsey’s, Marketing 4Cs. 2) Strategy E - Evaluation, performance evaluation such as production process, distribution, service of sales staff. 3) Strategy T - Transit, transit planning or product distribution both directly and indirectly such as creating a social network between customers, improving distribution channels online to cover the needs of customers. 4) Strategy H - Happiness, enforcing happiness in both sellers and customers by giving friendly service and providing after-sales service. 5) Strategy O - Opportunities, encouraging business opportunities. 6) Strategy D - Design, promoting product design. 7) Strategy S - Standard, maintaining product standards. Moreover, the mentioned strategies can actually be applied to use in real life in the area of Nakhornchaiburin, with affirmations, comments, and suggestions from the group discussion between producers and distributors that folk wisdom should be featured which can further increase the effectiveness of applying and performing such strategies.


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Section
บทความวิจัย (research article)
Author Biographies

นิตยา โงกสูงเนิน

 

377

วรวิช โกวิทยากร

 

379

รัชดา ภักดียิ่ง

 

401