การพัฒนารูปแบบห่วงโซ่คุณค่าผลิตภัณฑ์น้ำพริกปลาแห้ง เพื่อเพิ่มมูลค่าและ ศักยภาพการแข่งขันของกลุ่มวิสาหกิจชุมชนเกษตรอินทรีย์ วิถีโคกหนองนา ในอำเภอจัตุรัส จังหวัดชัยภูมิ

Hathaikan  Thongsrisuk; Samroeng  Kaiyavong

Authors

Hathaikan Thongsrisuk Assistant Professor, Faculty of Liberal Arts and Science, Chaiyaphum Rajabhat University
Samroeng Kaiyavong Assistant Professor, Faculty of Liberal Arts and Science, Chaiyaphum Rajabhat University

Keywords:

Value addition, Dried Fish Chili Paste, Competitive potential, Value chain

Abstract

The objectives of this research were: 1) to develop a value chain model for dried fish chili paste products to enhance the value-added and competitiveness of the Khok Nong Na Way Organic Agriculture Community Enterprise, Chatturat District, Chaiyaphum Province; 2) to develop a value chain model for dried fish chili paste products to enhance the value-added and competitiveness of the Khok Nong Na Way Organic Agriculture Community Enterprise, Chatturat District, Chaiyaphum Province; and 3) to evaluate the results of value enhancement and competitiveness after implementing the developed model. The key informants consisted of 30 community enterprise members and community leaders, selected through purposive sampling. Research instruments included interviews, record form, evaluation forms, and questionnaires. Quantitative data were analyzed using mean, standard deviation, and Paired-sample t-test, while qualitative data were analyzed using content analysis. The research findings revealed that the value chain model for dried fish chili paste consists of three primary activities: 1) Upstream activities, focusing on logistics management by increasing the number of trading partners and establishing local farmer networks; 2) Midstream activities, emphasizing product standard elevation, and brand and packaging development; and 3) Downstream activities, focusing on enhancing digital marketing and accounting capabilities. Expert evaluation indicated that the model’s feasibility and appropriateness were at the highest level. The implementation of this value chain model resulted in the development of a prototype dried fish chili paste that successfully achieved Good Manufacturing Practice (GMP) and Food and Drug Administration (FDA) certifications. The newly developed branding and packaging effectively reflect the high-quality local identity. Furthermore, the community enterprise members demonstrated a statistically significant increase in digital marketing and accounting competencies, leading to enhanced competitiveness and expanded market opportunities.

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