Enhancing Digital Market Technology Potential for Community Enterprise Handwoven Textile Producers in Mae Rim District, Chiang Mai Province

Abstract

The objectives of this research is to: 1) Create a digital marketing strategy for community enterprise woven products 2) Develop digital marketing technology and publicize digital marketing channels. 3) Transfer knowledge on digital marketing strategies and application of digital marketing technology to community enterprises. The research method is participatory action research. The sample group is Ban Mae Sa Noi Community Enterprise, Pong Yaeng Subdistrict, Mae Rim District, Chiang Mai Province and the Ban Mae Ka Piang Community Enterprise Group, Saluang Subdistrict, Mae Rim District, Chiang Mai Province, totaling 25 people. Research operations by Study the community context Create a digital marketing strategy Developing digital marketing technology and publicizing digital marketing channels and organizing training to transfer digital marketing knowledge to the community. The results of the study found that Ban Mae Sa Noi Community Enterprise has basic skills in digital technology. Therefore, we strengthen digital marketing with the Facebook platform. Presentation and promotion with advertising add-ons, creation. Content posted to the page Using a LINE official account Using Line My Shop and create video media and the Ban Mae Ka Piang community enterprise does not yet have digital technology skills. So it started with using a Facebook page and creating video media. When organizing training to provide knowledge about digital marketing strategies and the application of digital marketing technology It was found that the average level of satisfaction with the training was at a high level (  =4.08, S.D.=0.52).  Knowledge of digital market technology can be used to improve and use it in handwoven cloth community enterprises.