The development of distribution channels by using digital marketing of tie-dye community enterprises San Kamphaeng District Chiang Mai Province

Abstract

The purpose of this research was to study about 1) the problems in marketing operations of the tie-dye community enterprise group; 2) guidelines for developing distribution channels by using digital marketing channels for tie-dye community enterprise products. San Kamphaeng District, Chiang Mai Province, conducted a qualitative study, collecting data from community enterprise groups (Group President), selecting 10 people by purposive in-depth interviews and analyzing qualitative data with design thinking.

The results of the research revealed that 1) the marketing problem of the community enterprise group was human resource, because most of the members were cloth dyers. There were no marketing department staff; lack of digital marketing knowledge; focus on selling products to regular customers; wholesale or selling products by setting up a booth at a trade show. Guideline for the development of distribution channels by using digital marketing channels for tie-dye community enterprise products, San Kamphaeng District, Chiang Mai Province, was to promote knowledge about digital marketing, and digital marketing via Facebook page; and 2) guideline for developing marketing channels using digital marketing via Facebook page by using the presentation process in the form of content used in communication : consisting of photos, sharing posts and opinions and activities of the group; inserting knowledge; telling stories about tie-dye fabrics as well as conveying the way of life and culture of people in the community.