dc.contributor.author | Kusiyarungsit, Apinyapat | en_US |
dc.contributor.author | อภิญญ์พัทร์ กุสิยารังสิทธิ์ | en_US |
dc.date.accessioned | 2023-05-01T08:14:59Z | |
dc.date.available | 2023-05-01T08:14:59Z | |
dc.date.issued | 2023-05-01 | |
dc.identifier.uri | http://repository.rmutp.ac.th/handle/123456789/4081 | |
dc.description | รายงานวิจัย -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2564 | en_US |
dc.description.abstract | The objectives of this research were 1) to study the problem of public relations
of OTOP products in Bangkok and 2) to formulate a strategy to publicize Bangkok OTOP
products. This is a qualitative research; studied from the document and interviews with
a total of 5 key informants, executives officer in the public relations of OTOP products
in Bangkok and operators of OTOP products in Bangkok, all 5 product categories
The results were as following:
1. The problem of public relations for OTOP products in Bangkok; it was found
that there were 11 issues of public relations issues, namely 1) the administration of a
special government agency affecting the work of public relations 2) Determining the
person responsible for the public relations of Bangkok OTOP products that are
inconsistent with the nature of the work 3) Adaptation of government agencies that
are not keeping up with technology changes 4) Limited public relations budget. 5)
Different entrepreneurs' needs for distributing OTOP products in Bangkok. 6) Not
dividing entrepreneurs by business size. 7) The ability to produce organic products that
meet the needs of consumers appropriately 8) The image of OTOP products is not
acceptable among Thai people 9) An application that is an intermediary in The market
place has a high cost that operators have to pay for those applications. 10) In terms of
organizing special events of OTOP Bangkok with a small number of OTOP
entrepreneurs participating and some OTOP operators have to find channels for selfexhibiting
in other provinces across the country, where sales at trade shows have good
sales. But have to pay in the shop or quite a lot of travel 11) Concerning the grouping
of OTOP operators in Bangkok that is unclear and strong enough to perform the task
As a result, special events were not as successful as they should have been.
2.There are 9 strategies for public relations of OTOP products in Bangkok,
namely 1) strategies for fairing in special events of government agencies and private
sectors 2) strategies for opening exhibition spaces for OTOP products in Bangkok 3)
strategies for organizing OTOP products. Make public relations media in online and
offline formats 4) Songwriting strategy for OTOP products in Bangkok 5) Online product
distribution channel strategy 6) Telephone distribution channel strategy 7) Overseas
distribution channel promotion strategy 8) Strategy Selection of Bangkok brands to
enhance OTOP products in Bangkok 9) Strategies for storytelling in public relations | en_US |
dc.description.sponsorship | Rajamangala University of Technology Phra Nakhon | en_US |
dc.language.iso | th | en_US |
dc.subject | Public relations | en_US |
dc.subject | One Tambon One Product (OTOP) | en_US |
dc.subject | การประชาสัมพันธ์ | en_US |
dc.subject | โครงการหนึ่งตำบลหนึ่งผลิตภัณฑ์ | en_US |
dc.title | Public relations strategies of OTOP product Bangkok | en_US |
dc.title.alternative | กลยุทธ์การประชาสัมพันธ์สินค้าโอทอปกรุงเทพมหานคร | en_US |
dc.type | Research Report | en_US |
dc.contributor.emailauthor | apinyapat.k@rmutp.ac.th | en_US |
dc.contributor.emailauthor | arit@rmutp.ac.th | |