THE PRODUCT DEVELOPMENT OF OTOP ENTREPRENEURS TO SUPPORT KNOWLEDGE-BASED NETWORK IN SURIN PROVINCE

Abstract

    The research aimed to study problems and obstacles to regulate product development guidelines regarding Surin entrepreneurs’ silk products. The qualitative research was conducted with 3 groups of purposive key-informants including: 35 silk-entrepreneur groups, 11 silk-producing ability developers, and a group of product-demo developers. The semi-structured interview was conducted using questions with a correspondence index value of between 0.67-1.00. The in-depth interview was conducted with the first key-informants group. Then, the conducted focus group discussions regarding guidelines for silks producing developers with the second group and finally, used the final data to develop demo-products with the third group. The participatory action research was conducted and then the researcher organized product exhibitions. The triangulation data verification was conducted and then a content analysis was performed were presented descriptively and using visual aids. The results of the study demonstrated that most silk producing knowledge was passed down from generations and did not meet a commercial standard. The key problems and obstacles were non-standard silk-pigment, no unique pattern, high production cost, lack of online marketing expertise and no marketing plan. The production development, knowledge compilation from scholars, local wisdom and group members’ guidelines included: 1) Produce traditional “Pasompukpoom” pattern; 2) Design unique “Muenchai” pattern; 3) Use natural dyes; 4) Use handmade silk raw materials; 5) Use a traditional silk weaving process; 6) Using a traditional process to scent and lengthen silk fabric that is durable as a final production process; and 7) Design a marketing pattern to reach a national market.