The Development of Community Enterprise Management in Dhonburi District for Enhancing the Strength of Sustainable Community Economy Based on The Philosophy of Sufficiency Economy

Abstract

The objectives of this research were 1) to develop the learning process of good management and product design of community enterprise in Dhonburi District by community participation according to Sufficiency Economy, 2) to develop the learning process of using information technology for marketing promotion of community enterprise in Dhonburi District by community participation 3) to manage knowledge based of the production process and management of production process and administration of community enterprise model in Dhonburi District.. The sample of this study consisted of 3 groups, which were 1 ) Bo-din Folk Cake Community Enterprise and Palm Leafed-Fishshaped Ornament Community Enterprise, according to the objective 1, 2) Dhonburi Gems and Jewelry Community and Palm Leafed-Fishshaped Ornament Community Enterprise, according to the objective 2, and 3) Small Craft Community Enterprise, according to the objective 3. The participatory action research was employed for this study. As the result of this research, it was found out that the management of community enterprise were local wisdom, value and belief of religion and culture style, social network, and simple living in sufficient economy. The development of learning process in good management was found that for the production the Bo-din Folk Cake and Palm Leafed-Fishshaped Ornament Community Enterprise had developed their products by decoration the image of their product in many new designs. Both groups had kept their account books of income and expense systematically and continuously. For marketing, the sale channels had been increased by online media and their business descendants joined together in development and descending the business. The development of learning process of product design had developed and designed the package and symbol, creative visual arts and identities for product, communication on the story, value of culture and lifestyle in the brand symbol and packaging of the product. The development of learning process of using information technology for marketing promotion of community enterprise found that information technology was used, social media including facebook, fanpage, and line to build the image of the community enterprise in order to increase customer’s confidence. Knowledge management of the production process and management of production process and administration of community enterprise model found that the production of Vocational Training Center of Small Craft Community Enterprise emphasized the quality of integration and creativity, networking and participation. The result of developing community enterprise based on the philosophy of sufficiency economy by self reliance, participation and involvement and coordination with other groups in person, household and social level. The proposal to enhance community enterprise for sustainable development were the promotion by the government organization for cultural tourism and sale community enterprise products in local area, informing the community enterprise products in many channels of media, training continuously and promoting new generation of the community enterprise’ enterprenership.