การจัดการเครือข่ายกับความร่วมมือของตลาดชุมชน:กรณีศึกษา จริงใจ ฟาร์เมอร์ มาร์เก็ต เชียงใหม่

Abstract

This research aims 1) to study a network collaborative management of community market: a case study of Jing Jai Farmers Market Chiangmai 2) to study factors affecting the success of network collaborative management of community market: a case study of Jing Jai Farmers Market, Chiang Mai, and 3) to investigate problems and obstacles as well as propose the solutions enhancing the collaboration and success of the Jing Jai Farmers Market, Chiang Mai. The in-depth interview with twenty members from Jing Jai Farmers Market’s network including the market owner, government and private sectors, agriculturalists, and entrepreneurs, was done in this qualitative research. The results show that Jing Jai Farmers Market networking is successful due to (1) a consistent perspective and shared vision to build up networking cooperation with all sectors and manage the market together. Moreover, the first result led to (2) the participation of all members in the network that support and help each other. Next, (3) they also empower, (4) rely on and interact with each other that lead to the successful network collaborative management. The factors affecting the success of network collaborative management of community market: a case study of Jing Jai Farmers Market, Chiang Mai are (1) the participation and cooperation of the members in the network, (2) the valued culture representing various uniqueness and (3) the different selling concepts. Moreover, in order to solve the collaborative problem and success management, Jing Jai Farmers Market, Chiang Mai used (1) the internal management to solve the selling spaces problem since the products are specific. Also, (2) the external management was used to solve and manage the network collaborative problem between the entrepreneurs and theinvolved parties.