The Community Product Development Through the Creative Economy of Smes in Mae Hong Son Province
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Abstract
This research aimed to 1) study the business models and product development needs of small and medium-sized community enterprises (SMEs) in Mae Hong Son Province, and 2) create prototype products for these SMEs using the creative economy. Data was collected from 10 SME entrepreneurs using purposive sampling and in-depth interviews. The data was analyzed and synthesized, narrowing down to 3 entrepreneurs for prototype product development using the creative economy.
The research findings revealed that the entrepreneurs of small and medium-sized community enterprises (SMEs) in Mae Hong Son Province were predominantly women, aged between 35 and 45 years. These businesses were established in various forms, primarily as family-owned SMEs supported by government agencies, and also included community groups managed by school teachers. Both internal and external factors affected business operations. The most emphasized marketing mix factor was the product, including the branding, which needed to reflect the product, create brand recall, add value to the product, and contribute to the creative economy. The second was in importance is marketing promotion, primarily through word-of-mouth, due to its credibility from previous users. The subsequent factors were distribution channels, focusing on consignment sales in local souvenir shops, and pricing strategies based on cost pricing.
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