The Development of the capability of Napo’s Community Enterprise In Marketing and Management for Product Development of One Tambon One Product (OTOP) to international (AEC) Under the research plan Innovative development of the patterns of textile product (OTOP) from Napo Buriram silk fabric using cultural industry to the global (AEC)

Abstract

This research is intended; 1. To study the problem solving on marketing strategy and management development of silk for Na Po People located in Buriram province. 2. To convey how to fix the marketing strategy and development of product for Na Po Province’s silk. A research conducted Action Research, which studies the conceptual framework and research on the theory of Deming PDCA cycle by examples that include 20 residents of Na Po community. The sample group will be educated on the capacity of Na Po’s Community Enterprise, marketing and development of management on One Tambon One Product (OTOP) to be comparable with international (AEC). Moreover, the research will collect questionnaires on target consumers to analyze the silk market. The research found that there are two Factors : - marketing factor and management factor. In marketing factor 1. To create brand silk Na Po , so consumers know and recognize toward brand , which Na Po’s silk has not owned any brand at present. 2. 2. To be advertised about the product of Na Po’s silk to target market to recognize and aware for Na Po’s brand 3. 3. To improve the quality of the product as standard into the acceptance of common people, especially foreign customers. 4. 4. To develop new silk products by providing a variety of processed products to meet the diverse needs of consumers. 5. 5. To increase the distribution channels can be purchased easily and conveniently. 6. In management factor 7. 1. To plan for raw material in advance about stock of Na Po’s silk is adequate for production. 8. 2. To be supported for providing Na Po Community Enterprise’s fund by government sector