Proactive Marketing Development and Public Relations of Community Enterprises to Strengthen the Income of Ranong Province

Abstract

The objectives of this research were (1) to study the general condition of income; Marketing and Public Relations of Community Enterprises of Ranong Province (2) to propose proactive marketing and public relations models of community enterprises to enhance the income generation of Ranong Province and (3) to propose guidelines for proactive marketing and public relations management of community enterprises to enhance Ranong's income generation. In-depth interviews with sixteen key informants, who are representatives from the public sector, private sector, local government organizations, community enterprise entrepreneurs, academics, and other stakeholders. The study found that there was little investment in marketing, promotion, and public relations. Advertising, pamphlets, and community radio were employed to promote community products but lacked the development and modernization of customer incentives. In terms of proactive marketing and public relations of community enterprises to enhance Ranong's income generation, it was found that three marketing models are used: offline, online, and marketing activities, to expand the online market to various channels, which are of interest to consumers through social media. Additionally, new forms of public relations to reach customers more easily were employed. Guidelines for proactive marketing and public relations management of community enterprises to enhance Ranong's income generation included having a modern and streamlined database so that community enterprises can retrieve news from the same source. This results in precision and speed. Data can be used to monitor and evaluate, such as the volume of sales of community enterprises through various marketing channels that have been made.