The The Development of Ecosystem and Community Marketing Management of Community in Phrae Province

Abstract

The purposes of this research article were to design a market plan and develop a community market plan, to manage the community market, and to evaluate the results of the development of the ecosystem and the management of the community market in Phrae Province. It was action research. The qualitative research used a structured interview with 25 key informants, focus group discussions with 15 people, and action research with 25 people. The instruments used were in-depth interviews, focus group discussions, and assessments. Data collection included interviews, focus group discussions, and assessments. Qualitative data analysis used Content Analysis, action research used mean and standard deviation.

The research result

1. The results of the market design had drawn up a market plan for Wat Mahapho. As for the results of the market plan development, the plan was improved to be more complete.
2. The results of the community market management were organized into product zones, price tags, emphasizing the community bringing products to sell, checking for toxic substances, and organizing the product stalls neatly. The collaboration with temples to organize promotional activities, create lines and make parking signs so that nearby communities can produce agricultural products to sell in the market. Marketing promotion, set up a LINE group for the committee and product sellers, and created a market website, to encourage people in the community and nearby communities to bring products to sell. The people were strong and participated as market development committees.
3. The results of the evaluation of the development of the ecosystem and the management of community markets in Phrae Province, it was found that overall, the average value was at the highest level of agreement, reflecting that people from all sectors participated in developing the market to their full potential.