Strategic Models for Enhancing Production Capacity, Marketing, and Farmer Networks to Create Added Value for Organic Vegetable Community Enterprises in Chiang Mai Province

บทคัดย่อ

This research aims to: 1) Analyze the environment and potential for production, marketing, and farmer networks of community enterprises growing organic vegetables in Chiang Mai province; 2) Develop strategic models for enhancing the production, marketing, and farmer network capabilities to add value to the community enterprises of organic vegetable growers in Chiang Mai. The research employed a qualitative methodology through in-depth interviews and focus group discussions. The target group comprised 1) leaders of community enterprise groups, 2) committee members of community enterprise groups, and 3) representatives of community enterprise group members, totaling 75 participants. The findings are presented in a descriptive form.

The study revealed that: 1) The analysis of production, marketing, and farmer networks to add value to the community enterprises of organic vegetable growers in Chiang Mai used multiple aspects of analysis, including organizational structure, community enterprise members, resources, and support from government and network organizations. The findings showed that the community enterprise groups had strengths in their effective management structures but lacked clearly defined organizational values and culture, and were also deficient in technology for product preservation, as well as temperature-controlled transportation. However, they received strong support from the government, allowing the groups to collaborate with government bodies and academic institutions to enhance their production and marketing potential. 2) The analysis of strategies that could be used to develop capabilities categorized strategies into four main areas: organizational structure, community enterprise members, resources, and support from government and network organizations. Each area utilized proactive, corrective, preventive, and reactive strategies to strengthen operations and cope with various factors affecting the development of the community enterprises. Furthermore, the development of flexible production systems, the promotion of digital skills, and the creation of partnerships with the private sector are crucial factors for enhancing the sustainability of community enterprises in the future.