การพัฒนากลไกการขายผลิตภัณฑ์แบบออนไลน์เพื่อความยั่งยืน ของวิสาหกิจชุมชนบ้านสันป่าค่า อำเภอสันกำแพง จังหวัดเชียงใหม่

     The thesis entitled ‘Online Product Sales Mechanisms Development for Sustainability of Ban San Pa Kha Community Enterprise San Kamphaeng District Chiang Mai Province’ is of two objectives: 1) to investigate the product sales of community enterprises, 2) to develop the mechanism of online product sales of community enterprises and 3) to propose an online product sales mechanism for the sustainability of community enterprises of Ban San Pa Kha, San Kamphaeng District Chiang Mai Province.

           This research is a qualitative research which the researcher has studied related documents and in-depth interviews from 15 stakeholders by a focus group discussion from 11 knowledgeable and expert experts.

         The results showed that the product sales of the Ban San Pa Kha community enterprise were systematically operated with organizational structure and good management. A knowledge network has been established, but the production does not meet the needs of consumers, which remains a problem because the product lacks the identity that will make it popular with customers.

             In term of online sales in Ban San Pa Kha community enterprises, workload and duties were assigned to the members of the enterprise group for selling products online. In addition, products were promoted by posting production images and videos in various sales channels.

              Regarding the proposition an online product sales mechanism for the sustainability of community enterprises of Ban San Pa Kha, San Kamphaeng District Chiang Mai Province were as followed: personnel responsible for production, accounting and marketing to distribute products of the Ban San Pa Kha Community Enterprise Group used technology as a selling tool via LINE and Facebook, included consignment through the application. In addition, there were various types of product management and closing sales to increase the confidence of consumers that they will get good and standard products.