Development and Promotion of Purple Rice Products of Community Enterprises, Na Khao Si District, Nanyang District, Trang Province
DOI:
https://doi.org/10.65205/jmsr.2026.e284830Keywords:
Informatics, Digital Marketing, Purple Rice, Community BusinessAbstract
This research aimed to study digital marketing literacy and digital marketing development approaches to promote the sales of Khao Baoyot Muang rice products of the community enterprise in Na Khao Sia Subdistrict, Nayong District, Trang Province. Using qualitative research methods, 10 key informants were selected through purposive sampling. Data was collected through in-depth interviews and analyzed using content analysis. The research found that the community enterprise learned digital marketing through practical application, integrating local wisdom with technology and using Facebook and TikTok as the main communication channels. The community's strengths included storytelling communication, integrated marketing, and the use of young people as a digital driving force. However, limitations were found in in-depth data analysis, inconsistent content, lack of a data management system, and unclear presentation of local identity and geographical indication (GI) status. The development approaches were synthesized into an 8Ps marketing strategy: (1) develop product and packaging identity emphasizing safety and GI status; (2) price based on value; (3) expand online sales channels; (4) promote sales through live streaming and storytelling content; (5) develop digital skills of community members; (6) manage content systematically; (7) develop a service system and long-term customer relationships; and (8) use digital information to support strategic decision-making.
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