MARKETING COMMUNICATION AND VALUE ADDED TO PRODUCTION DESIGN FOR KHMERR CIVILIZATION SILK : A CASE STUDY OF SILK GROUP AT BAAN TAKRAWNUA, HUAY THALAENG DISTRICT, NAKHON RATCHASIMA PROVINCE

Abstract

The research is objected to 1) study the context of silk rooted from Khmer civilization, 2) study the silk product-needs and media exposure of consumers, 3) design the silk products, and 4) create the media models of marketing communication. It was the research and a development project, which the mixed-methodology was used. The community was participated in the process while the quantity research methodology was used to study the consumers’ need of the silk products. The results revealed that 1) Baan Takrawnua was situated in the area of the ancient Khmer route named Rajamungkla, located where the village was situated, appeared the hospital chapel named Prang Baan Prang. It was founded during the reign of King Jayavaraman VII of Ancient Khamer Kingdom (A.D.1181-1218). Thus, Baan Takrawnua silk group wove various silk patterns. The pine tree pattern was most woven, as it was the district pattern. However, the group needed to have their identity patternup, 2) According to the study of 400 consumers’ needs, textile fabric and the souvenirs were preferred. They exposed to booths in the exhibitions, followed by friends/ relatives. Moreover, the consumers needed the exhibitions and social media such as facebook page, 3) The logo and Ikat Silk patterns were created as the identity of Baan Takrawnua silk by the computer program, which was completed by the participation of the community and the stakeholders. Finally, Prang Mongkol pattern was newly created as the Ikat Thai silk. It was developed as the textile fabric and home decorating products, and 4) The marketing communication media models; the logo, the package, facebook page, the exhibition banner, were created to communicate Baan Takrawnua silk products in Huay Thalaeng district, Nakhon Ratchasima province to the consumers.