Income Promotion Strategies for Entrepreneurs in the Community Market of Mae Chan Subdistrict Municipality, Mae Chan District, Chiang Rai Province

Abstract

       This research aims to: 1) study the current situation, weaknesses, strengths, opportunities, and threats in the marketing promotion of the community market at Mae Jan Subdistrict Municipality, focusing on small-scale entrepreneurs in the area, and 2) develop a TOWS strategy that can increase the income of entrepreneurs in the community market of Mae Jan Subdistrict Municipality. The sample consists of two groups: the first group includes 234 entrepreneurs, and the second group includes 8 relevant officials, making a total of 242 people. These were selected through simple random sampling and purposive sampling methods. The data collection tool used was a questionnaire, and the statistical analysis methods included SWOT analysis. The research methodology was both quantitative and qualitative, using a questionnaire to evaluate the suitability of the strategies.The study's results revealed that: Strengths: the diversity of quality products; Weaknesses: entrepreneurs' understanding of customer needs in the community market; Opportunities: the potential for expanding the market area or increasing the number of stalls; and Threats: stricter regulations on trading in the community market. The following six strategies were developed: Expanding sales channels through online platforms, rated as the highest. Creating promotional activities, rated as high. Improving resource management processes, rated as high. Organizing conservation activities to attract attention, rated as the highest. Organizing product zones or adding facilities, rated as high. Organizing joint activities or projects with public and private sectors, rated as high. These strategies were evaluated by experts and relevant stakeholders, with a purposive selection method used.