ENHANCING COMPETITIVENESS OF COMMUNITY ENTERPRISES IN PROCESSED SEABASS PRODUCTS THROUGH OMNICHANNEL DISTRIBUTION AND CONTENT MARKETING IN KOH YOR, SONGKHLA
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Abstract
This study aimed to 1) Examine distribution models utilizing Online-to-Offline (O2O) integration strategies, and 2) Communicate the brand of processed barramundi products from the Koh Yor area through content marketing strategies. The research employed a Participatory Action Research (PAR) methodology, Using a participatory action research methodology, qualitative data were collected from 30 key informants, including 18 representatives from the Asian seabass farming community enterprise and 12 participants comprising entrepreneurs, government officials, experts, and undergraduate students. Research instruments included in-depth interview guidelines and observation, coupled with quantitative records of sales and buyer engagement. Data were analyzed using content analysis and descriptive statistics, implemented through offline exhibitions and digital platforms (Facebook, Instagram, TikTok, YouTube, Google My Business, and the community website). The results of the study revealed that 1) Four appropriate distribution channels were identified: direct offline channel (Manufacturer to Consumer), direct online channel (Manufacturer to Consumer), Business-to-Business (B2B) channel, and indirect channel via distributors, and 2) Media production for brand communication and content marketing focused on highlighting the unique cultural and ecological identity of Koh Yor. This included the development of 15 video clips, 6 infographics, and over 20 photographic works. Brand communication was executed through six online channels: Facebook Fanpage, Instagram, Google My Business, Website, YouTube, and TikTok. Offline communication was conducted through various trade fairs and exhibitions, including Thaifex Anuga Asia 2022 and 2023, the 3rd Songkhla Seafood Festival and OTOP City to Songkhla. Over the 18-month implementation period, the project achieved a significant increase in online followers and enhanced brand awareness. Furthermore, the initiative successfully generated sales totaling 808,833 THB for frozen barramundi products and 74,305 THB for barramundi rice soup broth products. Which tangibly reflects the enhancement of the community enterprise's competitiveness.
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References
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