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The Analysis of Marketing Innovations for Community Enterprise Productsin Pathum Thani Province, Thailand |
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| รหัสดีโอไอ | |
| Creator | Pattarapon Chummee |
| Title | The Analysis of Marketing Innovations for Community Enterprise Productsin Pathum Thani Province, Thailand |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2565 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 396-412 |
| Keyword | Marketing innovation, Competitive advantage, Community enterprise |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/17221 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5827 |
| Abstract | Marketing innovation has completely changed the world and affects thecompetitiveness of community enterprises that create added value and job attractiveness.The purpose of this research was 1) to study the factors of marketing innovation for communityenterprises. and 2) analysis of strengths, weaknesses, opportunities, and obstacles ofcommunity enterprises Pathum Thani Province. A quantitative sample was collected from 324community enterprise entrepreneurs in Pathum Thani province from relevant officials orspecific agents, according to the names list, respectively. The qualitative sample was collectedfrom representatives of 15 entrepreneurs representing or having related duties.The results of the composition analysis revealed that the composition analysis showedthat all the components had the element weight of not less than 0.50 and the eigenvalue ofnot less than 0.50, including the skewness and inclination passed the specified criteria. Whenperforming multiple concordance, it was found that the values of tolerance and varianceInflation Factor (VIF) met the required minimum without any greater than the predeterminedvalue. From the factor analysis of marketing innovation components consisted of uniqueproposition variables, customer focus, market focus, product variety, Integrated MarketingCommunications, buying behavior and brand loyalty and competitive advantage.The results of the SWOT analysis revealed that 1) Strengths of community enterprisesfrom interviews with community enterprise leaders, it was found that the strength is that theenterprise is strong. Unity and help each other in activities Most of the community enterprisemembers are people in the community. having its own storefront, which is a group office; 2)the weakness of community enterprises Weakness analysis of community enterprises. Frominterviews with community enterprise leaders, it was found that theshelf life of some productsis short. Lack of budget for production innovation development Marketing channels are notyet comprehensive. 3) Enterprise opportunities. when considering the opportunity of theenterprise reflected through enterprise leaders found that There are government agenciesgoing to the area to help support both academic and production equipment. The governmenthas a policy to promote successful community enterprises in the area and 4) obstacles ofcommunity enterprises. The obstacle that most community enterprises face is that398 Journal of Management Science Nakhon Pathom Rajabhat University Vol.9 No.1 January-June 2022government agencies don't meet their needs. Both in terms of equipment and packaging,community enterprises do not have access to funding.Suggestions for community enterprises to develop new marketing innovations tocreate competitiveness, such as modern production innovations. New marketing channelsthrough social media Create products for a wide range of customers. especially the elderlywhich is a demographic group that requires special attention. |
