การพัฒนากระบวนการเรียนรู้ การใช้เทคโนโลยีสารสนเทศ เพื่อการส่งเสริมการตลาดของวิสาหกิจชุมชน โดยชุมชนมีส่วนร่วม

Abstract

The objectives of this research were 1) to promote the process of learning information technology to community enterprise. 2) to encourage community enterprise to use information technology for marketing promotion. The sample of this study consisted of Thonburi Gems and Jewelry Community, Thonburi and Palm Leafed-Fish shaped Ornaments Community. The research instruments included the questionnaire, interview, training and test. Data were analyzed quantitatively and qualitatively. The results of this research showed that after the training, the post-test score of the sample was higher than its pre-test score at statistical significance level of .01. This implied that the sample community enterprise could use information technology for marketing promotion after participating in the training. The results of follow-up and focusgroup showed that both of Thonburi Gems and Jewelry Community, Thon buri and Palm Leafed- Fishshaped Ornaments Community could use information technology for marketing promotion through social media. Thonburi Gems and Jewelry Community used information technology through social media including Facebook, Fanpage, Line and Lineshop. Palm Leafed- Fishshaped Ornaments Community used social media such as Facebook, Line, and Lineshop. Facebook has been used as the public relations channel to promote products, activities, fairness, to contact customers and members. Lineshop has been used as the channel to open virtual shop and advertise products. Line has been used as the channel to contact customers and members. It could be said that information technology has been used to build the image of the community enterprise in order to increase customers’ confidence, to solve marketing problems such as distribution channel problems, to reduce production cost, and to facilitate the communication with customers and members.