Development of Community Product Distribution Channel Through Online Media: A Case Study of Community Enterprise in Sikao District, Trang Province Abstract
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Abstract
The aims of this research were to 1) investigate the problems of management on the community enterprise at Sikao area, 2) study the efficiency of community enterprise on using online media, and 3) develop guidelines for the enhancement of media usage of the community enterprise. The sample in this study was purposive sampling where the 24 members of community enterprise in the area were selected and the study was qualitative method. Tools in the study were in-depth interview, group conversation, and observation. The collected data were analyzed using SWOT, and then the SWOT analysis was used to define the channel distribution strategy through the TOWS matrix. The findings were that 1) the problems facing the community enterprise include rule disobedience by members, inconsistent production, limited technological knowledge, weaknesses in marketing and public relations, as well as a lack of product promotion.2) the community enterprise encountered online channel distribution problems that should be solved using Facebook platform, and 3) To enhance the utilization of online platforms and improve management efficiency for community enterprises in the Sikao area, guidelines were provided through the implementation of a Facebook workshop for online distribution channels and the expansion into new market targets.
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