The Development of Product Model based on the Creative Economy to Construct Value - Added of Community Enterprise in Nakhon Pathom Province

Abstract

             The research of The Development of Product Model Based on the Creative Economy to Construct Value - Added of Community Enterprise Nakhon Pathom Province was research and development by using Mixed Methods research. The population and samples used in this study was 1) the members of community enterprise, Nakhon Pathom province who produced fabrics and were willing to participate the activities, 2) the members of community enterprise, Nakhon Pathom province who produced water hyacinth baskets were willing to participate the activities, 3) prospective customers to test product concepts. The instruments that used in this study were structured interview and questionnaire. The data analyzed by descriptive statistics. The analysis of qualitative data was using content analysis. The results revealed those were followed;

               The result of study and synthesis of ideas about constructing value-added of products were found that the designing of the products; first, the designer must be concerned about the principle of general design; it was function that should be considered in psychological function which is a direct benefit to the user. Another important aspect for the design on the product according to the concept of the creative economy was to increasing value- added and constructing value in total customer value which the benefit or utility of the product due to the different in competitiveness especially in the product competitive differentiation. The designs styles product different from the competition, and the difference will be valuable in the eyes of customers and to customer satisfaction.

               Moreover, the result of studying problems and necessity in the development of the products from the community enterprise in Nakhon Pathom province were found that both community enterprises, Thai – Song – Dum woven manufactured and enterprise manufactured water hyacinth weave, needed the supporting in creativity products developing about launching new products initiatively those were differentiate and can be increased the products’ value; at the high level (Mean = 4.42) and (Mean = 3.28). According to those problems, the researchers and the chairman of the community enterprise worked together for finding out the variety of solutions those were; observed and attend excursion, work shop and training, brain-storming and expert revision, etc. The community enterprise members, Thai–Song–Dum woven, were brainstorming their ideas to develop 9 patterns; clothes, bags and scarves. The community enterprise of water hyacinth was brainstorming their ideas to develop 8 patterns; the plant pots, shoes, bags and dolls. Focusing on the customers’ opinions towards products from Thai–Song–Dum woven were found that the respondents are highly satisfied with the products of computer carrying case/ documents. By contrast, the results customers’ opinions towards the products from water hyacinth found that the respondents were highest satisfied toward the bags from water hyacinth.

               According to the solution mentioned above, can be inferred the development of creative product of the community enterprise both of the community enterprise Thai–Song–Dum woven and the of water hyacinth in Nakhon Patom Province need the participation of 4 steak-holders were followed; (1) the member of the community enterprise who were specialist in local wisdom producing (2) coordinator; to gathering the cooperation among the steak- holders such as local developer, provincial entrepreneurs (3) The specialist in product developing , value-added, and marketing (4) related government and private sectors. All 4 steak-holders need to work together integratively. In addition, the roadmap of development should be rely on 5 principles were followed; (1) Participation Development that must be full participation (2) Community-based Development (3) Learning and Knowledge sharing (4) customers-based Approach and (5) Human Capital Development .