MARKETING PROMOTION OF LANNA TRADITIONAL WEAVING COMMUNITY ENTERPRISES

Abstract

There are many local hand weaving community enterprises in the northern society that have the potential to produce and distribute a wide range of products and have quality wisdom that has been passed on the art of hand weaving for a long time. Indigenous hand weaving still has many obstacles and problems that want to upgrade the product to the standard of production. product processing Designing various patterns to be more modern. Including the marketing system that still has obstacles to access to consumer sources, the community enterprise group of local hand-woven fabrics is aware of such issues. But still cannot develop the marketing system to be very concrete, for example, there are many groups of local hand weaving community enterprises. There is a traditional marketing system. Although online marketing is used to help, there are still limitations of product distribution. The pattern still cannot respond to the needs of all consumer groups. as well as expertise in communication development and the people are also important obstacles to market development. Therefore, the marketing promotion of the community enterprise of Lanna traditional hand-woven fabrics may need to set more clear guidelines for marketing development that meets the needs and access to consumers. Including using online more through cooperation with educational institutions to help initially. Presenting products through offline markets in exhibition areas both in the provinces and other provinces development of online stores such as LnwShop, Lazada, Shopee, Weloveshopping and Kaidee, etc. Live broadcasts on various online systems such as YouTube Live, Facebook, Instagram LIVE and TikTok, etc., and modeling. Models for small, medium, adult, and senior models to showcase the beauty of local hand-woven fabrics.