Guideline for Product Development and Increasing Marketing Channels Through E-commerce System for Thai Local Textile Community Enterprises in Sisaket Province

Abstract

The objectives of the current research were to study the operational circumstances of Local weaving community enterprise group, Khukhan District, Sisaket Province, to study approach of product development, and to develop e-commerce systems of local weaving community enterprise group, Khukhan District, Sisaket Province. An applied research was deployed. The Local weaving community enterprises group, Khukhan District, Sisaket Province was participated in this research. The research instruments consisted of questionnaire, in-depth interview, focus group discussions, assessment form, and package software. The data were analyzed by qualitative analysis and quantitative analysis usingpercentage, mean, and standard deviation.
The results show that:
1. The most available products are shawls, breast cloths, ready-made sarongs and gaep shirts, respectively. Most of the product distribution modes are offline, according to trade fairs and by community groups. Regarding the customers, they are general customers and government agencies.
2. The four key approaches forproduct development include (1) processing of woven fabrics from waste woven fabrics by processing into bags and women’ accessories, (2)processing to modernize products based on consumers’ needs and have uniqueness, (3) emphasizing simplicity, and (4) the variety of products.
3. The e-commerce system contains five components namely, product, shipping cart, order and payment, activities and public relations, and contact us.The findings on the system satisfaction as being “high level” with mean of 4.47and a standard deviation of 0.45. In terms of suggestions, it was found that the system is designed according to the system development cycle and according to user requirements, focusing on simple design suitable for community products.