การพัฒนานโยบายหนึ่งตำบลหนึ่งผลิตภัณฑ์ ในบริบทประเทศไทย 4.0 ของจังหวัดเชียงใหม่

Abstract

This research aims to study the guidelines for developing the Provincial Community Development Office of Chiang Mai, the development of entrepreneurs of "One Tambon One Product", and products development, including the study of the strategies in relation to development of One Tambon One Product program of Chiang Mai province in accordance with Thailand 4.0 Model. This research uses the qualitative methodology; whereas the informants of this research consist of executives and officials of Provincial Community Development Office of Chiang Mai, entrepreneurs of "'One Tambon One Product", and civilians - there are 15 informants in total. As of which, the data is collected by in-depth interview method using the semi-structured interview form. The collected data from the interview and related documents are analyzed using the content analysis in order to determine the guideline for developing One Tambon One Product Policy under Thailand 4.0 Model of Chiang Mai Province. The result shows that: (1) The Provincial Community Development Office of Chiang Mai has developed its organization in three aspects as follows. First, Personnel, they are encouraged to use technology in order to improve their working performance. Second, in term of System and Administration, the work's streamline should be reduced, and each person's responsibilities should be clearly assigned. Third, in term of the working environment, it should motivate the staff’s in order to improve their performance. (2) The entrepreneurs of One Tambon One Product Program should be improved by acquiring new knowledge, in order to be able to adapt with the era of technology and understand the consumer demand accordingly. (3) The products development provides a good impression on customers by using new technology and innovation to improve the production and distribution process in order to attract the consumers; the products distribution was originally limited to be available at the shops only, but it has been expanded to be available on the online shopping platform in order to access more consumer in the market. (4) The Development Strategy will focus on supporting and encouraging the entrepreneurs to use technology, innovation and creativity in developing their products.