Developing Sales Channels for Processed Meat Products Via the LINE Application Platform การพัฒนาช่องทางการขายสินค้าผลิตภัณฑ์เนื้อสัตว์แปรรูปด้วย แพลตฟอร์มแอปพลิเคชันไลน์

Abstract

The research aimed to investigate the distribution problems in community enterprises specializing in processed meat products, establish sales channels using the Line Official Account Platform, and assess strategies for expanding customer segments via social media to boost sales.
The findings from the study include:

 1) Interviews with the Chairman of the Processed Meat Community Enterprise Group in Phosai Subdistrict, Si Somdet District, Roi Et Province, highlighted product advantages, including FDA compliance, cleanliness, hygiene, and cost-effectiveness due to the absence of spoilage-causing substances, preservatives, and artificial coloring. Challenges identified included limited distribution channels, employee-related issues due to work delays, operational problems, and technology-related obstacles such as a lack of technological knowledge and systematic distribution channels. The enterprise group aims to expand distribution, improve online sales platforms, and broaden their customer base.

2)The development of Line Official Accounts, including Chat Mode and Bot Mode, facilitated interactions between system managers and users, offering automated responses to specific keywords. This method was managed through the Dialogflow Console, enhancing user query understanding. A Line Rich Menu was designed to display tailored information, and buttons provided customers instant access to various details.

3)The study analyzed user satisfaction with the community product promotion system on LINE social media, yielding the following findings:

- Application Usage received an average rating of 4.54 (x̄= 4.54) with consistent opinions.

- Design variables were highly important, averaging 4.45 (x̄= 4.45), with similar ratings for each variable.

- Campaign-related data was crucial, averaging 4.57 (x̄= 4.57), and displayed similar importance for each variable.

- Distribution variables ranked highest in importance, averaging 4.59 (x̄= 4.59), and opinions on variants are of similar importance.

            In summary, utilizing the LINE application platform can enhance sales opportunities for community businesses' processed meat products. The research team established an online store and a LINE Official Account profile for convenient customer access to products and services. Attractive store designs aimed to boost brand awareness and product promotion through social media, offering consumer convenience and potential for increased sales and upselling.

Keywords: Community Product Promotion System, Line Official Account Platform, Processed Meat Enterprises