Distribution Channel Management of local product in Donkeaw district, Amphur Mae Rim, Chiang Mai Province
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This research aims to investigation about distribution channel management of local product in Donkeaw district, Amphur Mae Rim, Chiang Mai Province and design of model for distribution channel management of local product in Donkeaw district, Amphur Mae Rim, Chiang Mai Province. The data wer collected by using in-depth interview for 18 entrepreneur. The data were analyzed by qualitative technique and then were represented by narrative dummary as in theory from literature review. The result was found the characteristic of enterprises can be classied in 5 groups namely : 1. Accessories decoration and souvenir has 6 groups as 33.33%, 2. Fabric and Cloth has 5 groups as 27.77%, 3. Food has 4 groups as 22.22%, 4. Baverage has 2 groups as 11.11% and Herb for spa has 1 group as 5.55%. Enterprises have brandname as 8 groups, but don’t have brandname as 10 groups. All of entrepreneurs were use by 2 channels include that direct channel and indirect channel. The type of channels were traditional trade by shop in local place. However some entrepreneurs were use modern trade such as Kad Laung Robinson Airpot Plaza, speciality store ; B2S every branches in Thailand except Chiang Mai and spa and hotel.Now all of entrepreneurs have satisfy to use the channels because it’s work for long time, be able to sales and customers are known and familiar the places and sellers. Then requirement to change and development the channel can divide for two groups; 1. Entrepreneurs should be change to cover the market of Thailand. 2. Entrepreneurs don’t want to change because who were uneducated about the channel of distribution, low profit and high cost.
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