Promoting the Strengthening of Local Weaving Women's Community Enterprise in U Thong District, Suphanburi Province, Towards Economic Sustainability

Abstract

          This research article aims to study the community of handwoven teen jok textile producers, a traditional weaving group in Ban Khong Subdistrict, U Thong District, Suphan Buri Province. The objectives are to analyze marketing mechanisms, develop creative prototype products, and strengthen market mechanisms through digital channels. A mixed-methods approach was employed, incorporating action research and qualitative research through in-depth interviews and focus group discussions with key stakeholders.

          The findings reveal that the prototype products lack modern design and distinctive branding. Through this development process, strategic guidelines for online marketing have been proposed to enhance sales and effectively expand the customer base. The study identifies five key components of the creative prototype marketing mechanism :

1. Defining missions, transferring skills, and preserving group identity,
2. Setting goals and enhancing product standards,
3. Analyzing market situations, responding to consumer needs, and managing costs,
4. Applying diverse marketing strategies via online channels,
5. Expanding market reach by promoting eco-friendly products and utilizing social media.

          The creative product development process emphasizes knowledge enhancement in various areas, including understanding consumer behavior, analyzing design patterns prior to development, improving product quality, and advancing communication and distribution channels. Digital marketing systems are employed to target specific groups, implement value-based pricing, and communicate branding through online platforms, with a focus on building brand recognition via social media.