Author(s) :

Nattarikarn Kaewkorathr.

Volume/Issue :

Abstract :

This research aimed to investigate the current state of the problem and develop digital marketing promotion strategies for the Ban Pradu Agricultural Community Enterprise located in Nan Province. A sample of 40 members from the enterprise group in Thung Chang Subdistrict, Thung Chang District, Nan Province, participated in the study. The research utilized several methods, including a structured questionnaire and focus group interviews, to collect data. Content analysis was employed to analyze the gathered data. The findings indicated that 1) the development of digital marketing promotion strategies in community enterprises was at a low-level regarding advertising, public relations, promotion, personal selling, and direct marketing promotion. Furthermore, the study identified members' lack of marketing knowledge, inadequate funding, and limited knowledge of digital communication technology as contributing factors to the low level of digital marketing promotion strategies; and 2) to address these issues, guidelines were proposed for the development of digital marketing promotion strategies in community enterprises. These guidelines included creating a product page via Facebook, employing product photography and content writing techniques, using product page advertising techniques, and increasing government public relations. Additionally, the study recommended that community enterprises focus on marketing rather than production, by enhancing members' marketing knowledge to improve efficiency and effectiveness in responding to consumers' needs in the digital age, and generating income for long-term self-reliance.

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