Innovation to Promote the Added Value of Community Products
Keywords:
OTOP, Entrepreneur, Inheritance, Marketing, Value-Added ResellerAbstract
The development of community products’ added value is the creation of opportunities for products from local wisdom of people in the community that reflect local culture with clearly specific characteristics, strength, and selling point, and are needed in both the domestic and international markets. During the past time, the state work agencies had promoted community products in various ways to increase their commercial values, including the improvement of the products, development of packaging with identity, sales promotion in provincial, national, and export platforms. The factors in promoting community products’ added value include the product, the producer, and marketing. The innovation to promote the added value of community products should have the following development system: 1) having the inheritance for development with creative thinking for developing the producer to top-up the product; 2) having the mediating personnel for marketing management to perform the duty of community manager to enable the producer to have efficient marketing channels; and 3) the creation of value for the product as if it has the magnetism to attract the customer’s purchasing power and negotiating power. This innovation will transform community products to become value-added resellers and upgrade Thai goods’ product image to compete at the international level.
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