The Studying of Tools and Elements for Creating Digital Marketing Strategies for Community Enterprise Development

Wiranya Sutthikun ； Panisaya Atijitta ； hanittha Moolprom ； Chanikarn Saensingkaew ； Orawan Tamsiwan ； Jipapron Pongsaeng ； Orathai Wannathong ； Sirinthra Phueakyim ； Thitiwat Tongkaew

《DPU International Conference on Business Innovation and Social Sciences 2021》 International Sessions (2021/05) Pp. 75-82

https://doi.org/10.29608/caicictbs.202105.0010

摘要

In Thailand, community enterprises have been traditional resource management concepts based on cultural capital and social capital. The primary objectives are to encourage people in community to be independent, by producing various products for their everyday use and for trading between members in community. Things are changing under current global circumstances though, products producing internally in the community for their everyday use and trading cannot fit their needs anymore. Besides, there also redundant product producing in community such as, soap, shampoo, detergent that cannot be turned to cash for purchasing other products or services that cannot be produced in the community. In addition to economic situation in Thailand that suffering from regressing growth rate due to the COVID-19 pandemic, therefore community enterprise could not depend only on their internal market, but they must expand their services and products to outside market as well. This research would present to possibilities of practicing Digital Marketing to create marketing tools and strategies. These marketing tools would drive community enterprise to transcend traditional way to modern way and raise the overall economy of the community. This article could be used for further reference for creating Digital Marketing on Thailand's community enterprise in next phase.

關鍵字

Community Enterprise ； Digital Marketing ； Marketing Tools