Development of a digital marketing system to promote marketing of longan products Ban Hong District, Lamphun Province

Abstract

The objective of this research is to: 1) develop a digital marketing business model for the longan products of Ban Hong district, Lamphun province; 2) develop a digital marketing technology system for longan products; 3) promote marketing channels using digital marketing technology systems; and 4) transfer knowledge on longan production, digital marketing channels, and digital technology system management to farmers in the community. This research is a practical research with the participation of longan farmers in the sample group, which includes the community enterprise for developing herbal and fruit products of Baan Pa Puai, Ban Hong district, Lamphun province. The research was conducted by studying the community context, conducting interviews about longan production and marketing, the business model was developed using SWOT analysis, BMC, and Digital CRM., developing a digital marketing technology system,  promote marketing channels, and training on digital marketing knowledge transfer to the community. The results found that longan products, including fresh longan and processed longan products, such as dried longan, free-dried longan, and longan jam, were certified as organic agriculture products. However, there was a lack of a detailed product management system for selling, so a digital marketing system was developed in the form of a website based on the SDLC system development theory, and promotional media were created to enhance the value of the products. Business analysis guidelines were used to promote access to customer groups through digital marketing technology and social media, and provide training to transfer knowledge in digital technology and business. The evaluation of the satisfaction and quality of the system's knowledge delivery has an average score of 4.22 and a standard deviation of 0.63, which is considered highly satisfactory. The information system can store product information and market promotions for the community.