Digital Technology Development to Promote Entrepreneurial Potential Baan Kong Hae Community Enterprise Group, Pong Yaek Subdistrict, Mae Rim District, Chiang Mai Province

Abstract

This research aims 1) to study the situation and the need for technology usage and digital innovation entrepreneurs Baan Kong Hae Community Enterprise Group, Pong Yak Subdistrict, Mae Rim District, Chiang Mai Province. 2) to develop a digital technology model to promote market competitiveness for entrepreneurs Baan Kong Hae Community Enterprise Group, Pong Yak Subdistrict, Mae Rim District, Chiang Mai Province, and 3) to study satisfaction for entrepreneurs Baan Kong Hae Community Enterprise Group, Pong Yak Subdistrict, Mae Rim District, Chiang Mai Province. The use of digital technology systems to enhance market competitiveness by using research and development methodology (Research and Development: R&D). The sample groups in this research were academic, community enterprise entrepreneurs, and community leaders of 50 people; we collected data by organizing group chats. The tools used in the study consisted of group discussion issues, dialogue issues, qualitative data analysis by content analysis, and quantitative data analysis by means and standard deviations.

            The results of the research showed that, firstly, the conditions of using digital technology of Baan Kong Hae Community Enterprise Entrepreneurs, Pong Yang Subdistrict, Mae Rim District, Chiang Mai Province. The entrepreneurs have a low level of knowledge in technology and doing business online, use the Internet to search for business information, and use Facebook and LINE to communicate, but are unable to increase their business losses. Therefore, there are three needs: 1.1) messenger or entrepreneur needs to develop media formats for public relations and online marketing, 1.2) Content content (Communication and marketing strategy), and 1.3) Appropriate communication channels such as websites and online communication formats for public relations. Secondly, the digital technology model for increasing market competitiveness for entrepreneurs. The product management system uses PHP language, and the MySQL database system is the primary tool for developing a suitable approach to help manage product inspections and reduce data duplication and storage errors. The satisfaction assessment results of the community enterprises in terms of program design, accuracy, completeness of data, and program security were at the highest level ( = 4.88).