การปรับตัวในช่วงสถานการณ์การแพร่ระบาดของโรคติดเชื้อไวรัสโคโรนา 2019 ของผู้ประกอบการโครงการหนึ่งตำบลหนึ่งผลิตภัณฑ์ในอำเภอเมืองเชียงราย

Abstract

This research aimed to study the adaptation of One Tambon One Product entrepreneurs (OTOP entrepreneurs) in Muang Chiang Rai district, Chiang Rai province, during the COVID-19 pandemic and to establish the guidelines for the Community Development Office of Muang Chiang Ra district, Chiang Rai province, to support the OTOP entrepreneurs. This mixed-method study collected qualitative and quantitative data from 261 OTOP entrepreneurs in Muang Chiang Rai district, Chiang Rai province. The survey findings illustrated that 97.84 percent of entrepreneurs were affected decreasing in sales circulation, followed by 83.55 percent affected by the reduction of customers, 77.06 percent affected by the reduction of distribution channels, and 61.90 percent encountered the problem of the degraded product quality, because of an increase in storage time. To cope with these problems, the entrepreneurs improved their production by varying its types. They also developed the packaging consolidated for online orders. According to the price, most entrepreneurs used discounting to maintain their customer base and increase circulation. Moreover, the distribution, the OTOP entrepreneurs not only increased their trade via an online system but also continuously exchanged and learned with each other regarding distribution channels. Finally, in the marketing promotion aspect, it is crucial to note that those merchants still used traditional marketing strategies such as discounts, rewards, and free product campaigns.This study provides the guidelines for the Community Development Office of Muang Chiang Rai district, to support the OTOP entrepreneurs in the following aspects. The officers should increase the knowledge and the technological skills of OTOP entrepreneurs, and train them to generate sales via an online platform. This also includes the regular promotion of awareness of consumer trends in the OTOP market. Furthermore, the officers should suggest the entrepreneurs transfer their OTOP knowledge to the new generation of young OTOP entrepreneurs to extend their distribution channel. In addition, the Community Development Office of Muang Chiang Rai district should promote the development of product standards and open new markets to support the entrepreneurs in the post- pandemic opportunity. The suggestion from this study is the government office which relates to developing the OTOP entrepreneurs should support the technological skills and knowledge to improve their adaptation skills and competitiveness in the OTOP market.