การเพิ่มศักยภาพผลิตภัณฑ์สมุนไพรชุมชนสู่การเป็นธุรกิจที่ได้มาตรฐาน ของกลุ่มวิสาหกิจชุมชนในจังหวัดร้อยเอ็ด

บทคัดย่อ

         The objectives of this research were: 1) to study the current condition and potential of herbal products community enterprises in Roi Et Province, and 2) to develop marketing strategies and digital marketing channels for herbal products in Roi Et Province. Mixed method research was used. Data collection consisted of two steps: step 1) Structured in-depth interview from representatives of 60 community enterprise groups to study the current condition and readiness of entrepreneurs and step 2) One group discussion and training on marketing and online marketing development by purposive sampling. Data were analyzed by mean, and standard deviation, descriptive group discussion content transcripts.

         The results of the study found that 1) The herbal community enterprises has good level of group management, there is a clear structure and division of work duties, and the group members cooperate in attending meetings and follow up the performance of group regularly. The marketing management and distribution channels are moderate level need to develop. As for external factors, they are facing changes in technology and the COVID-19 pandemic, and 2) Community enterprises have knowledge and understanding of marketing strategies and creating digital marketing channels by developing a website.