2 A DEVELOPMENT OF COMMUNITY PRODUCTS BASED ON CREATIVE ECONOMY FOR COMMUNITY WELFARE MANAGEMENT OF HUAYSAK SUB-DISTRICT, MUEANG DISTRICT, CHIANGRAI PROVINCE

Abstract

The objectives of this research were to study the situation and needs of community enterprise groups, design and develop prototype community products and  public relations media to sell community products using the internet network system of Huaysak Subdistrict community enterprise group, Mueang District, Chiangrai Province. The informants were 30 members of the Huaysak Subdistrict community enterprise group. The research tools included an interview schedule and a participant observation form. and small group discussions. The data were analyzed by content analysis. The results showed that the group had production capacity and a source of raw materials. However, there are limitations regarding formats of packaging, distribution, public relations and customer groups. The group wanted to develop community products in terms of products, prices, and distribution channels. and marketing promotion. In terms of the development of the products based on the creative economy concept, it was found that there was a branding of community products under the name Plook Hug San Jai. The product logo was created with the concept of community peace and a feeling of connection. and community products were developed using design criteria: community identity, diversity, ease of use, and natural materials. As for designing public relations media to sell community products using the internet network. The media design was carried out in the form of a Facebook page using the name Plook Hug San Jai after the product brand name.