แนวทางการพัฒนาการดำเนินงานธุรกิจชุมชนผ่านระบบสารสนเทศออนไลน์ ของชุมชนหินตั้ง ตำบลหินตั้ง อำเภอเมือง จังหวัดนครนายก GUIDELINES FOR COMMUNITY BUSINESS VIA ONLINE INFORMATION SYSTEM IN HIN TANG COMMUNITY, MUANG DISTRICT, NAKHON NAYOK PROVINCE

Abstract

The objectives of the research on development guidelines for community business via online information system in Hin Tang Community, Tambon Hin Tang, Muang District, Nakhon Nayok province is to : 1) determine the social context of Hin Tang Community, Tambon Hin Tang,Muang District, Nakhon Nayok province; 2) learn the aspect of the community business and business situation of Hin Tang Community, Tambon Hin Tang, Muang District, Nakhon Nayok province; 3) study of the development of the guidelines for the community business via online information system in Hin Tang Community, Tambon Hin Tang, Muang District, Nakhon Nayok province.The study was undertaken in order to gain insight on business operation of the community enterprise and community business as well as their prospective. The data for this study were collected from documents and in-depth interviews. The study revealed that the community enterprise and community business conducted their business professionally. This finding is corresponded with the introduction of One Tambon One Product (OTOP) project in 1997. The OTOP was run under the government policy aiming to promote the production of the village communities for profit business. This OTOP project has encouraged the integration of the community businesses, operated by one business owner or one family, as well as, a community enterprise, composing a number of business owners or families; by which, each business or community business produced a wide range of products to serve consumers. The study found that the community enterprise and community business conducted market operations by selling and displaying their products in trade fairs, mainly the government trade fairs and exhibitions, and in some businesses, direct-marketing method was included in the market operations. All business operators planned to use online information system to develop their community business, due to the changes in consumer behaviors driven by changing society. It is suggested that the online information system should be implemented in their market operations. This includes to provide information about their products on different channels; Web Content, Video Clip, Advertorial, and Influencer.