DEVELOPMENT OF ONLINE MARKETING MIX STRATEGIES FOR BASKETRY PRODUCT ENTREPRENEURS IN CHIANG MAI, THAILAND

Abstract

The objectives of this research were to investigate the market situation of basketry products in Pa Bong Community and to develop online marketing mix strategies for basketry product entrepreneurs in Pa Bong Sub-district Community, Saraphi district, Chiang Mai Province, Thailand. The sample group was the basketry product entrepreneurs in the community, consisting of 3 communities including Baan Sri kham Chomphu, Baan Pa Bong Luang, and Baan Theparam. The data were collected through community context inspection, focus group, in-depth interview, and related documents verification. The data were analyzed using content analysis and SWOT analysis techniques to find out the market situation of Pa Bong community's basketry products. The discovery of investigation on community context and market situation analysis, involved the results of the development of online marketing mix strategies indicated that the product strategy aspect ought to be emphasized towards improving and developing initiated products correspondingly the generation and currently achieved the consumer’s requirement. Moreover, the co-trademark on the basketry product entrepreneurs in the community shall be advanced, for the pricing strategy aspect would be considered based on its value using pricing approach. The place strategy expands the sales channels into online market as the online stores through e-marketplaces and social media channels. The promotion strategy, product images shall be prioritized, they shall be presented obviously and attractively including enabled to appeal customers' attention. Advertising and storytelling through content-based digital marketing shall be utilized to promote the brand and products of Pa Bong community to reach and attract the target customers.