5. rauana-~uEe,riuan"unis!g?ufau

6. ouanaiuEanisaRdsiun~u (Group Discussion)

7. wanisds:$u~numwn$u~~iljiuu~q~ow"wui Birnaiblbuad Tminfiw@n

B <d d 8. ~ a l ? a s i u ~ i u w a n i s ~ i ~ ~ u ~ i u n i u b n ~ ~ n i ~ ~ d s ' A i u a n u ~ w ^ a n h n i n u ? C a ~

,u d d 9. ~ iuaounbnua5a~

R a n r r u n i r ~ ~ s v z f i a " ~ i f ~ d i u s ~d~wGnfim+ t a : ~ i r w ~ n $ a ~ i j a d n s : ? " ~ h ~ ~ b f i n n i s f i u w ~ ~ a J y u a w ~ ~ m n i s d i ~ ~ w m s ~ u i ~ ~ s v ~ ~ a a d i ~ d a ~ d a ~ <udu;nnnian$

nis~auidai~iu~~~iub~u~p.i ,aunisw"wwi (Unit of Development) L ~ ~ J G Y U L L ~ : ~ ? u L ~ u "

~ n 5 o i i u n i u l 6 ' i i u a

" n d ~ d i u a nd~wlnfimvV 10uuuan1~~u~d~6a:nii~naiu~a~~~l<~~riyuau

~ J ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ u ~ ~ ~ ~ ~ L ~ u ~ ~ v ~ J R U I U ~ M U I < ~ l ~ ~ l l 1 3 ~ G f l 1 4 5 0 C f l n l ~

~ i w u i n s d i n d l u r i a ~ d u I<n~iu~iruEw6idi~mniw i?m~du aarnanntYa~?h i ruum

yuau idal<fCnuwinaiu!dW"ads:~~~[ an:ni?lnn lnuinKn 3 d s m i s A D 1. in (Local Yet Global) wi?n~unioa:u^~nisdId$

;iiDyyir~ariauessuw"a~du l ~ i l w i o a u i u l u s e 6 u m

2. iJnubaJ b b a r d l l n " (Self Reliance-Creativity) ~ i n a i u R u l <

~0unaiuaTs~auns:uawnisnd~diu~ ~d~w~nfim.JI" l m ~ n i i ~ f i a n s s u 6 a i ~ u ~ n u n i w

Yasw"osEu

3. n i s n i i ~ n i w u i n s u y v i (Human Resource Development) ~ u l % l l u ~ u % u

~~iiin&unaiuriiniuna:~niiiyyimuri~msnii~nssn"

$ ~ d ~~uani~lunisdi~iru~1uG~$nnis~~a:~~~wa~~i5y Aa

1. nisl<nispniuayu (Support) u i n n i i ~ < b ~ u i ? ULMBO (Subsidy)

2. iufiuuiu n$n 3 ds rn i s !6~~ri 2.1 uins;iu~ln5m.JI"nmniws:Gunina

2.2 i~an$nv&~audfia~a~~u~nds~~ua

2.3 &uiniwuin~uyw&~a:diud~~~nnlulaii

3. Giionssun$n 3 ds:nis Aa

3.1 uuiuiu6lw"a~iu!d~~naimniu1uds:b~~lbba:dlJds:bnR

3.2 w~n~~aE;m6u~ubaJauw"aJdu 3.3 n i ~ n i i ~ ~ n a i n s ~ G ~ m n i w ~ a ~ w " a ~ E u

~d anCunyulns~nisG~niianiuuluuiuua~iiu~a Cw%fiw+lan m'cii~iru ~iudaJ ~ i n d ~ i i u a nd;l w~n5m+ hui~~niunCu~~d~Cm~1ds:~1nust6ud1u~ 5m b f i an w~n~.JI"6ds:aiauuau~ub~u~~n~m.JI"~i fJdlua n d J i4~Glhib~G YEIJCJM~~

Aw+lan aa:nm:aynssunis ' w d ~ d i u n n i f ~ w ~ a f i m v ? Gnimf iw+lan (un w.C~n%)

! i r i a i s m i l C naiutduaa~~wGnfim.JI" iiiuns:uaunisdse~inud:6udi~a ~iluwlm Y Y

fim.JI"niulnsJnisnd~di.un n&w8nf im$ha~&~%f iw~f ian s?u~%zu 106 w8n5b~G

QJ d d u 3. s~6~Cau1 stgu 1 mi3 ~a~iuf io s ~ ~ ~ P ~ ~ B ~ ~ ~ ~ ~ I w H ? ~ ~ ~ I ~ w ~ ~ ~ ~ ~ ~ $ I J

$9 u ~6nrbb'f.budin-di 60 ncbbuu < . A d njtu ~on~d~6iinisii~iiuoi'1bmiubnsonis~doiiua do w l m h .oo na

~iluu~uuiu~ioi3uuaoi;uia arlio~fislw~lb~n$arii~~ilu~dnssu mu~snuisud6'$u

5i~ilu6'a~l6?un~ini~uija~in~ndiu~~~u~$ao i~u~iluwifl2wnis~wuin(u(wSmRu

&M~~A IUF( ~ i f o ~ l ~ f i ~ ~ ~ ~ i i l u ~ d ~ u ~ ~ ~ ~ i o ~ ~ u ~ n " u ~ a a r i i ~ t u n i s m i u u n i o d n d ~ u ~

bb~3$196~0d1~6~ '%

Kotler (2000 : 3-5) ~m~%Ridi~mn~iu~asnismaimjl'b5ii nismaim ~uiuGo Y w - d W O nisniio nisbw uawi nisiofiuni oarnisu?nisgn& n~wy mibiiufions~~lniuni~maim

3-njodao6donau~~uan"unismoim 10 drrnis Wa BwCi il5nis dsrnunisd i ~ y n i s d

;nnaaniud n3iunjonis nisjnnis $ayaii-mis oatn3iugm

auinunismainurion~i;a~uini (hoiijlu uwim; qfi-jPms , 2543 : 2) 16 ~ps"4iQ1n"mn~iu4iiinis~aim da ns:u~uni~uaonis31o~iw~ n i s~nua~~u~n~ iu6m nis

~osininisio~n5~nismai~iiar~aonionis~mdi~p.i,iuuaon~iuGmRu6i~~atu5nisidaa~u B

n i s ~ ~ a n ~ d $ u u u a r ~ r 6 1 u i ~ o n ~ i u w a 2 ~ ~ ~ ~ u s ~ ~ ~ m ~ d s ~ n ~ 6 u a ~ a ~ 6 n i ~ d'

u a n ~ i n u d s i ~ i ~ i s e J " W i o u 5 ~ i s s s f i ~ ~ ~ a r n i s m ~ i m ~ a i u ~ i ~ (5ioGolu uw im$ W Q J d'

qfi-j6nis . 2543 : 2) ~m~9R"Kiiiuiudiiinismaim !?mou N

w d u n in~na i ndmh ~nniunnuzi i nismaim da huuaoPsfio$o~un

~ - - r u n a i ~ G a ~ ~ a r 8 f i o a u 6 i i u iun i s~wmi i~~u~9pa" idn io~s f io~~u~n"unscu~u

nisuan~duu d ~ ~ i l u n i s ~ ~ i ~ r i i u ~ u n i nmuinis ua:~iu3n3iuGmqin iwimW ujc

u5Inn hu i i t41n i~ in 'oor ia lps"~f imn~iuwalo ~~rign61

McCarthy (~ioGolu ss<u k G i 3 9 6 , 2538 : 8) ndi3-di nismaim Mului?o A n 2 w a ~ i u n ~ n n u u ~ i n f i a n s s u ~ o n a i u ~ b ~ u ~ ~ u n ~ i u ~ u i u i u ~ p s " a ~ 6 n 1 s u s s ~ ~ a ~ l b ~ ~ ~ 1 u

im?lJs:aoR' n"J~bslui2nisninnisnin~iunjani~dl~ u a o g n n i ~ ~ a t s ~ u d o n ~ s f i i n " u l % ~ u ~ i o a t u 5 n i s w i u e i n ( w ~ ~ ~ ~ n ~ ~ d a m a u a u a o n ~ 1 u w a ~ i 3 d 1 ~ 7 IKbbrignRi

ayaS ~iysonqa (2543 : 9) l l l i i i tuiuni~maimnio~onul5i1 nl3R81R Aa 8 :;

w u n d nr:u3unisnio$onu uarnionisui~is d;nnaaarn~ulmsunonbu16aon1~ uar

w A d

flodsr~on~mucjiunisn<ionss6 riiiaua~~ar~~an~d~uu~uninu~m~~n"u;nna~u u n@

n i s ~ a i n i ] n ~ i u ~ ~ ~ ~ d a n i s i i ~ i i u ~ f i ~ s f i ~ d . l d l~~B ln~ (2537 : w u d

5 - 7) ( 1 6 n T ~ n i r : n ~ i u h ~ ~ u a o n i s ~ a i n ~ ~ m o ~

I. naiuri i~ria~asw~iioua:knu I i ~ r i 2

1.1 ni~nelndauuns:6uuln~~lunisnsas$wuos~sna~~~~suu

I .2 n~sfis"iss~uld$~~rids:"~~~"~~u I .3 n1sma1ndaul$i%w61ua:uJ^sn1smoufiuosna1u6osn1soei1sw a bfius

I .4 n ~ s m a ~ n i a ~~~~"I~~I~LL~:~I~:~I~<IJJIu~$~"~~F:"III"IIu

I .5 n ~ s n a i n - d . a u f i ~ u ~ u ~ b n i ~ ~ i ~ P F o n ~ s m a ~ n s : ~ j ~ s d ~ t ~ ~ ~ ~

1.6 daul$dnisl.a"ws"wu~nsnisuf ~ i s a d ~ s d d s c % w % n ~ w

2. naiuhni?ldadu3finn k ~ r i

2.1 ~u"slnndlonia~;ion$o~u61m1una1u~osn1s~~a:na1uwol~

2.2 n1snalnl$~o~~~i;uan"u~u61bba:u^sn1s~briduJ^s~nn 2.3 ri~~gnn~sna~mIddst;nddu$?mds:B~a"u

3. n a i u h @ d o ; f i e lnibri

3.1 i a ~ l l ~ ! ~ i i ~ ~ ~ W I C ~ W K Y I R : I ~ ~ ~ S ~ ~ ~ J I M ~ 4 3.2 d a u a ~ s ~ ~ w u s ~ u u a s n s i i e

3.3 iauann'wqusauuasGuni 3.4 fiiis;aT;~~W u~~riGu6-1 I

Y Y

fi< n~sna1ndvrildsiuuo9nl4malm (Marketing's Work Function)

d4:nouCau 2 61u (ns.a"u i i ' u i a sg , 2538 : *15-18) i7o

1. n~sbbfias~~v"saf~snaiugosn~s (Stimulating Demand) d~:nnu6aui ie

nssu 61s q IK~bri nisa1s~~wuw:m5m6 n i s f i i ~ w n ~ ~ m i n i s i s ~ f i ^ s u n i s 4 i ~ i i u

2. n1snouawosn71u~o~nisvS~9$uJ^sn1sb~ri~n61 (Servicing Demand)

d s r n o ~ l $2 u i i ~ n s s u ~ ~ u n " n ~ s ? u n ~ s k s & n ~ s d i ~ ~ % ~ n i s u i u ~ ~ a : ~ n i ~ n ~ s u u g s n i s Fl;4%~61 b b ~ t n l ~ ~ ~ M 1 ~ % ~ 6 1 ~ 9 ~ ~ ~

w o n e i n d t p l R 7 J P30~2$1: (2541 : 46-55) I~R~I;I%: n l s f l a l ~ i i ~ h d ~niauuiae~n(w'wlma~nldujduJ^slnn v i a

$ Y Y ~ I J qmmvnrsu li~ri ~ G ~ d d i s 6 s d 8 8

W d d

I. vuinbnuan 'unisuanbdiuu (Exchange Function) I I

W d d

2. rrulnbnu7n"umrbniaueJ"iu~w61 (Physical Function)

3. nis61uaunaiu~:nan (Facilitation Function) W d e u u 2 :; lm u~~ua~nn1sn1smaimlmu~~wu1nisu1~~uii6un~u (n9.a"~ ii'wia96,

2538 : 26-34)

1. ~ ~ u a n a l u f i n ~ s n l ~ w 8 m (The Product Concept) ~ ~ u a n a l u ~ n ~ s n l s w ~ m b h w dd 0

a u a n a ~ u ~ n d ~ r i ~ r ~ r i d ~ n ~ ~ u ~ n ~ ~ u E n d f i ~ i ~ ~ u ? b n n w o ~ e n " u % u n i n u e ~ ~ p i , ~ u o e i ~ s ~ a ~ s

2. u u 2 n 2 i u m (The Production Concept) <nni'la~l~ddm

~~uanaiuRn f f l s i i $~31nnwoli~<~h$I"iwd9~~iw qm~a~uT~~a:;diis ajs~pipmaiu

wuiuiuIuniadiud3aw$a5m6n7~%#pba~aaam~aai &Z~5i$~$m%%aaw?naiu~m<n"q:

w u i u i u ~ j l i a ~ d ~ ~ u ~ 1 % ~ 6 i ~ ~ r j 7 OD~$R~ IR d

3. kuanaiu~nisniaui$I (The Selling Concept) L S U L L . ~ ~ ~ ~ I ~ J ~ G I W ~ ~ ~ ~ ~ & J

1d ~uul~ianmmd8m~suanaiu~m~6a<i $u5~nn~ndhaulinut~ua~z1rj~ow~a5md

~ n d i s ~ ~ o s a s h i 3 a d i d w o r w " u p $a$uashso"~$aswuiuiu9uiu1auri~~s3u1~$8a~iim

3 - d 4. ~~L .~?n31~6n i~n l3~~* l f l (The Marketing Concept) L.L.u?n?l~l~6luL.n~"uU~%

d qnni3mmn LM~~IUAR&~<I ~ ~ ~ ~ ~ i ~ d ~ n a i ~ h i i ~ a ~ u b ~ ~ ' y ~ u i u " u a d a ~ ~ i ~ at~nnaiu

5. wnaiuAnniansia~$sknu (The Social Marketing Concept) L L U ~ W R ~ I ~ 3 -

ania~sknuu 3 61% Fia warh !~

sasu5G-1 naiuGasnianaiuwnla"~~s~~l5Fnn~~a:er~n~:~~do%sn~~~nu~a~~

$s< ~~uanaiuiim$sniaqeim o z ~ ~ n a i u ~ u l o $ u ~ b n ~ ~ o p n ~ i (Consumer or

customer orientation) ~ 8 ~ t h ~ ~ d s ~ $ u ~ n ' n n i ~ m a i n ~ ~ u " b ~ r j ~ w u ~ ~ i ~ ~ ' m o ~ l s u a s n a i u w 0

buasenfi Inusi&n~suuuaiinhud~:suwisni~asim (Marketing Mix:4 P's) r~a:

n.iouLLu?iimrosr-#a (4 C'S) $4 nsabaaj, %id. (2542 : 173-225) !6a%Ului;sn3auLLwa

6m6isni7aI.a" 6is< d

1. nao~~~ .uaRm&audaz~u~ ian iau la im wuiu6s ~ ~ J ~ J W I ~ ~ I ~ R Q I ~ W W I B J I ~ ~ ~ fl?UqBJ!6 (Controllable Factor) ~ s ~ ~ ~ i l u ~ n d s a ~ d a n i s n i ~ a a i m s ~ ~ % ~ ~j (Marketing Tool) I YbGLLri

1.1 $u<i (Product) da:nau$au I

1.1.2 q ~ m w (duality) I 1.1.3 ~nwm.z (Features)

I

I

I .I .4 %ufi%<bgan (Options)

I .4.5 sd~~uu (style)

1.1.6 mndU<a (Brbnd Name)

1 .I .7 mzu33?$u$a (Packaging)

1.1.8 u u l a (Size$)

1 . I .9 u?ni3 (Services)

I .I .I 0 nisds:<u (Warranties)

1.2.2 ~aiUfl3aUnqgJ (Coverage)

1.2.3 -illad& (Lpcations)

1.2.4 %u61nsb~;a (Inventory)

1.2.5 n isu~af is Cr/-ansport)

1.2.6 ni4fl&%~6ii7( (Warehousing)

1.3 4 i R l (Price) d~qnou&aer

1.3.1 3 1 ~ 1 ~ ~ 6 1 ' b ~ ~ 7 ~ ~ 1 3 (List Price) '

1.3.2 fiauam (Disqounts)

1.3.4 3:~:baaini~fi13:i?iu (Payment Period) d

1.3.5 3tu:~aainia~%ub"IIa (Credit Terms)

1.3.6 u~uuiubm:fla;n~3ini (Price Policy and Strategy) ! I .4 ni3f id~a5uni4maia (~romotions) ds:nau$au I

1.4.1 ni36bd~wmi (Advertising)

1.4.2 f l I 4 Y i u l a u l & $ ~ l ~ u l u (Personal selling) '

1.4.3 n i s f i sba?un i~mu (Sales Promotion) 1 1.4.4 f113d4:"111$a.~w"ob~ (Public Relation)

Y PI 0, 4 a-

W9P6 61333TbM LR??@6 (2543 : 15-17) l ~ C l P h ~ l ~ R ? l ~ ~ ~ l u ~ a u d ~ : ~ m i ~ n i ~

maimfia6era~asla" g s i f

I. w8mniun" (product) ~ ~ 7 ~ 6 s ~ s A ~ a u s u i u ~ m u ~ s ~ e ~ ~ a m a u a u a ~ n a i u ~ 1 ~ 3 u " 4 -

n?anaiun'asnisuas~n6i'b<~iimna1u~~s~a'be w 8 m n i u r A ~ a u a u i u a~e iJ :~ i l u iun iuaaau

~"s~~uu~4nis$s~rj~~amuillG~mauGw~m5mn"d~zn~uGau d 3 d u r u ' y m i w $ 5 ~ d

i'nwm:uss?niun' mn'runi ~~a:~3uluciini7wm:eiis ~nmui~n;iUKal66auds:aiw~~~Ka

a4 ad

< d ~ i ;a ngu ~dur R ~ W R ~ a ~ ~ o u ~ m m u ~ d a i ~ ~ i ~ n m a d ~ a i u ~ o d n 1 3 6 i % % d ~ u

t-~ln5mw?6aari inrni uSnx nnu6cl noiu4 BJR;~I~M~~~RRR LiluPiW uanoin6 t d a g ~ I o ~ u S I ~ n l d i i n n a i u ~ u " b ~ ~ ~ ~ ~ R u ~ a ~ i " b u ~ a w 5 n 5 m ~ n i ~

"briPlaiuh6~5um3w"wuium~5m.n" (Packaging) Bdailu$~(i~ilu46sddidd~d IRP~ e d

~33p5t~.n"d 3 3:Ku !6bbri $ u ~ o L $ ~ ~ E ~ u (Primary Package) L ~ B Y ~ D $ ~ J ~ ~ I Y ~ O $ U " ~ U ~ F I

ihviakAaas (Secondary package) l i lu~advis~~~~uvia~u~~3n~a:~uvis+irr iums

~ ~ d d (Shipping Package) bilu~u~ob~~n1~~u~dbba:ni~bn"u~nwi~u61

2. 31R1 (Price) Muiuiid ya~ ; i~gnn iW*nZu~~a~u M ~ B L B U ~ ~ # G ~ P ~ I U s $kd h i l ~ u n i d 6 u i & u i ~ & n ~ u a m i 3 ~ ~ ~ 1 u h i ~ ~ ~ 3 1 n 1 d ~ u u 1 . a " d 3 1: !6a~ri fd:nis&

nniIno4;i~A6u~u (cost Oriented Pricing) ~gn13&3lniTn~~ddio~~]3:nd6 (Demand

Oriented Pricing) kn:fd%ni36dnni~nu~d~ni3bbid~u (Competitive Oriented Pricing)

s rild!3n'niuniabnnioFdn~"b~~s"b.a"~~n bnmbn"bm~una~~~i3mi~o~udid 9 w

G~~o~ermduoc6ni~~~a:~o~u~ieru~no~6ni~d~:nouni~Kn3uIoKau A

3. n i S " i i ~ G ~ u (Place) ~a~ iuZs Tnas6isvss.d.sswidqdd3:nou6au d aeiGua~a:iionnu l%~da~n~ouuiuw8n5m.n"~~~:ufni3~inad6n13!d~dnain neiunGi

d w~n~a.n"oon$nain~iliw uierfi6s nqiGuni,nlsnain dauiiorn3u~z~~uiion~~uwdaer~u ni%n3:oiuKa6uBii d~:nsu6-der 2 diugs

3.1 d ~ d ~ i d n i 3 ~ ~ ~ i M ~ i ~ (Channel of Distribution) MS.Jle~i?d TlS:El-d%nl%

m8aufiiuw8n6a6q7ndw~m!d~d$d?~nnM?a$.a' &m7oo:dnaluGunou r~a:$osa7t?u

n~luiaui iaoin~aiuu?ss"~"bu~:uud~d~idni~~n~i~~ier~dd~:nou~aer~w~n (Producer)

RUnald (Middleman) $J?IAn (~onsbrner)M?at$% plidqnmnn33u (Industrial User)

3.2 n ima:oiuhl~ ln i ~5anianpiunyunian3:oiu hEuni$nain d d

Physical Distribution ~ ? o Market Logistics) MaJie~fi9 diu~bnera$ad~uni3aidbb~u n13 n oc\

dguam3niuaww i~e:nianau~un~.rrn~au~iua"n~Gu Qoa'un1iwPnua:Eufi+7~?q;d singn~+u6u!d& gnqn1Yiu$uni3u%nn Ldanaunuatnaiu6s~niauoo~ncillnu4;idwis

iil!%

4. rn3siJ~n~nmnain (Promotion) ~~uiionzmisnimmnaei i~~G~ iI%ailu

~ d o c d a " b u m ~ ~ n d a 8 s n i 3 ~ ~ u a 5 u $ ~ y a ~ : ~ d ~ ~ ~ v i u n " ~ 1 ~ ~ a ~dsniisnaiaJadaFi o G ~ u i a d d d

nnm awn~aQ +I~KIS ~da~~"bo~5~i innaiu6a~nia ~do~~suna1uw3~di"b~w~n~a.n" I d Inuniniioed~n~wnpiana7aJ~nna~aJ~Bo~a ~5swqlnnunis?ia' nizGndoaom3oia

~iluni~v7uIn u%.a"wcndiu.rriu (Pehonal Selling ) bb'~~ll73YIl u h ~ ! ~ " b % ~ ~ ~ d i 9 . b % i ~

(Nonpersonal Selling) ni3drl~~PSu nxnain da:nou6a u ~ ~ d 3 a ~ ~ o ~ ~ i ~ 1 " ~ ~ a n i ~ T w l ~ m i

(Advertising) ni~d~~n?un13~1er (Sales Promotion) ni~"b~i~abbaeni3d3z"di%~w"u6"

C d Z n u (Publicity snd Public Relation) n ? w a l n ~ ~ ~ ~ na~3WW R?IuKIu I~~~I~?~~LL~:~ I~

Kwsa? ~ I W W O I Z Y O S ~ ~ G ~ ~n:~:uum~m~n~~aRoni~nni~ L~MGU

2. n~ouuuaGausc$8o (4 cis) nuiaiit nisk~t~t~u5~nn~pa61padi t "1 l6aari 2.1 qsurii$u?lnn (Customer Value)

2.2 %kyu6~$u?l.n~ (Cost to the Custombr)

2.3 naiua:nanmia (Convenience)

2.4 niraoma (Communication) OI

kCu CnnisaeinaGabu'~:iini~mnin'bnA f irnniinf i~i~su-~ciiuyu~ot

4 C's ~oaf~l^aInnriou adnl$a9uuia3;iulunisrplinun 4p.s go t nudobl 8 2 - d ntu nnaniw6iuni~~ninaiu~~ua~itwn~:~~atwiG"116 riirswnhniunjng

wZa~u6indtdiunndtwGa~su4da:nou6aa (hCntiudkn3:naatwiG"11eJ", 2544 : 12)

I. 6iu~a~~ud~.a"buniaw~a!oeiit~w"utwo nuiun"~ iagRudl&niawlad

oeiit~iaswo~~,n:eio~,dot

2. h u n i ~ ~ ~ n ~ : n i a w ~ ~ $ o t ~ p a n u i a ~ t i$ynnn ? h i 3 I,snm3n?onaiu

dssa~~i~tfiudaiui~n~iuid~:~ne4"b.a"buni~wGa

3. 6iuqnmiw ~GaKsu4iwniun"t wtaniu.n"iKui?a~iu a i p a oa. uen. ailu6'u

w d A ~uin~srialAiiau'a~nkriiia'~~uiu~audsd~:%nimiu aniu:nianeia

~ ~ s : $ s ~ s ~ u C a i s ~ $ i G u ~ ~ " i o ~ n ~ a ~ a ! ~ ~ u luaros$?nnisni3anin sdu o~lui?uus~ms

I

I

~ru:fi naia~~o'sn~t~uln s~ula~~u#w~aAuIriui ins ~3~61.4

2. aniw~is6iuni3aaia& a9uni3~~aaslG~99"uRsni3~~isGu disuan~s

naiu a~u~dsnaiuiounodritua~~~uln~s~?is"uasni3Ca~:~~u~1asQ;n naiuaiui3n

1 ' I 1 ~

ant thof i i . r are:aanisfiuyu d s s i t ~ o : ~ ~ ~ a u u a ~ u u ! ~ a u q n v l i w ~ s s ~ ~ i ~ u ~ u w i s I u

Tll3d~dnlsu33gdu~s naiu muiah~uni3$ni3 qnn?~~un i3b3 in~ ?%& ba'sunis

"uiu d~:~~%ni~bbuni~fiisiuuosdi~elliu aan:?Zni3Ca4iwpi,iu

3. du~&uasnaia ~~qni~?an3i:vi~niuni~m*bui?u~aw"iu I a.jsd.r:aG'ui

ot6d~:nau~uw~in~~u"uos~mriiee:we~!6?u~innaiu~d~uu~~des ~~n:$wanbu

I nimisGu .

' d d d a 2 QQ ndnhaui$isGu$~3uGs~unaiuh<~aeiis~s ~wsi:ozrii~liiwarluwuaduwu

I I W d d Q,

~i&niwTauilonia gadxaskan:yndik:niuul aan:~saiiu&nwalGa99"udasa'is"bu b0

naiuJ ~6ua{'ni3nnia un:ujaa~:Giiidnaiu~i~~u~:bsIiiians~snisani~~~uu !~ua~iuidaua?!alG aiiad~:Gn%niw%un13Ca%u~o

uanqin$na~%aws u~w13!w;eii uednw gn3 (hsdslu i a q & wannak

find, 2544 : 5-6) n i i a i i niiimne6aniumr&b~usiu$h~uab3nw"k<~d r-Jd3:ns.u

n i ~ n a m a : f i i a ~ o ~ % a ~ u $ o ~ n ~ u n i ~ ~ ~ ~ u a ~ ~ n i s ne y nb' a~~zaawuiirGuciuuosiionia

ni3?an3i:Ganiuni3&w4b6uneia ~ ~ I S W O T Analysis bbPj9 bgu 2 dau~Sn#a

I. ni3?~nm:6iToCuni~lu wuiuRs ni3n$aqaounaiumui3nbae:naiu

1 ~ ~?au~asfion13"b~6i~i i9 7 ~s$~a~~sLod"uni3?bnm:M*bu6auib~u~abb~s (Strengths)

~ ~ : g n d a ~ (Weaknesses) uotfioni$ l a un13?an31:6~~~uni~~"bu ~~~n i3~37oRau~n :

drriiuamuni3m~u6iuiis 7 l a u6'1iisdscCunaiumui3n aan:n%uin~dd s~$ua%s Z d " d

I nP3uim unz~3cqsuniw nsuauo~o~nani~naiu~?ou~osii~nii~uni~~auiUn"uaniw

1 1 ~raanjuniuuan ~3u~sisuC~~di~~laniauasnaiuhai~~is~3ii~uasiionia nisanq

w

nsu~niwnainwbnuasii~ni~na3n~aun~ud3:~~uh<~w"~6iuni3nnia 6iuniawin

6iilomi3Cani3 ~aezniunira:u laudbgds:srsd IGr-Jdz:nouni~!6adil~a~e:n~:~Cnds d d gaaau"sarsqniouhudis 7uasn'oni.i ~wono:!6ii~icomi~d~uad~uunwywb' nnonou?;

ni~Gani~niubbuuosii~ni~~Gid~:~9.i%niw a~e: inai~a~~i :~a~ aaan~osKuaniunimi'

I ~ niaadi uuaad~sunsaniwuan~~u"burii~61 a6uu;3iio i; I

2. ni3?anm:GiTqCuniupan ~ u i u 8 s ni~d3:aGuwniw~aanCauluni3ii~Gu

a3ii~d~d3:nsun13!~mui3nnauqu~io adiuurrdns!6 k t u $sn'aswuiuinafhblu 1 i a a ~ ~ u n i a & ~ o ~ l i u u n ~ ~ a u a b ~ u n i ~ a ~ ~ u u ~ a d n s ~ u a u i n n u a s w i w ~ n n ~ o ~ ~ s n i ~ a ~ i a ~ u I ~ ~

!dIu~nwm:di i lu~nnin (Opportunitic+s) ~ ? a $ R S ~ R (Threats) ~ u n i s d i ~ 6 u g s i i a ~ n u &-~!d 3aCumuwnndiin~1uh~1"meJ"$~:n0unis~as~ts"na1uau~a 7 d s t n i s a K n b~n:

I

aiuisnl ' iunda 7 ~ d a ~ t s " - a n ~ i ! ~ i u i l MC -STEPS b u ~ ~ i n : 6 2 C n w s i i n 2 i u a u i u 6~if a.

M = Market ~ u i u i ; ~ ntjueJ"$n M?a nt ju~n6ibi l lMuiu

C = Competition ~817069 aniunis&nisbbi~$u I

s = Social 8 Cultural Values HaJlfJfi9 eiiQuuwi~ieb]unsru~~n:G~n~~

T = Technology ~ u l e l f i s ~ 2 7 ~ ~ 1 2 H p l b 1 ~ 1 9 6 i ~ b ~ ~ b ~ b ~ ~

E = Economic M I J I U ~ ; ~ anl~nl~&lb~ml~b9?~~63~ln~79lR~~?;fi~

P = Political 8 Legal Issues M U I U ~ ~ J ~ t l l l l n 1 3 6 l l ~ : L L ~ ? l p l b u n l ~ l d ~ ~ ~ ~ t . d n ~ nas:~!uu

s = Suppliers n u i u i ; ~ n$u@Gn I i i ~ l i i u i n q l u un: mn;aiiupfia k f i u i yniu-5a-i nn:m-i96 y n i y i n s ( h ~ d d u i ? q n g w ~ ~ n = S ~ R n i l ,

2544 : 6) 1 6 n i i 2 f i ~ nsaunis$nn~r15~nsi:fianiunis&niu~ua~6ns~i~?ua~6nsnsiia

T u a u d s r n a u G ~ u n i s G n ~ n i T n i 3 a a r i n q d s c n ~ n ' u a ~ o ~ n " n 3 nisdsr~ijuds:itn^bniw

ni ia~w'win~u<i~d~dlun q 91 ~d~w~n f im . i i i ;mi lu f ion~rua~ ia i~ f io~uau (nsunisgwuiquau, 2546 : 1-5) nciir-Ga r i l u n i r d r c n n u f i a n i s G a u ~ ~ n ~ i ~ n 6 ~ r s u v a ~

A Buau Tmuquau I u m s w ~ n ~ u < i niilfiu5nis bar& 9 LIdom3~~~u$baml3~9n~ba9

uornrauni3 qusu u a t r r ~ i i ~ a u s v &unis~i~u~orqusu~~i~ib~uni~~mu~.a",bdbbuu

nis~~nis~~~uicaurialfiriinn~sw"w~~si~~[rw~fio %nu uw6u;iw~nsw;iiawa1~iu~ Tnu

i a u ~ n i ~ ~ ~ n c r i i ~ ~ n i r r i a ~ i i a ~ ~ a t w " ~ u i w w

I . Basic Level MUIU~;J $ufiu~iu l6bbfi ~ d ~ d i u n ~d~~^nnniib?; (One

Tambon One Product)

2. Developed Level MUIU~J h , ~ w u i !$LIT; ~ ~ I M R P ~ U ~ U ~ W ~ U ~ I

Developed Community Enterprise)

3. Advance Lavel ~ ~ ~ 1 9 1 6 9 ~ u 6 1 3 M ~ l 1n'bL'fi ~ak lMf i ! J~~ l~n t? lP bb9c

"UUI~~CIBJ (Small and Medium Enterprise Size)

gaud Birinaiuwifia&yi%fiw+Tan (2545 : 3) !G3i~r~u3ni~krWunnin

~iaras?uZu<i " ~ d 9 i i u n ~ d ~ w i ~ f i m + ~~a~f i r ia~ f ia~~mtw"wuin iu r i i~u . ;1"u~~n~i~

l~iYis6 I. E u n i ~ o r i i ~ ~ i u l G ~ k a ~ d r t n a u l ~ i ~ u ~ m ~ u ~ ] % 5 dscnir

I .I ~ i l u E u ~ t i $ i n m n i w Bdstlua~a%uniru5Tnn~i'~ZdrtTuau~unirl.a"~0u 1.2 ! 3 1 ~ 1 ~ 0 ~ 8 1 ~ 2 ~ (Vb ibb~~~~L f i~ rd )

1.3 &J3~?i'lU.$6bMuil~ 83UJIU

1.4 ~ ~ ~ l ~ ~ ~ l M ' d l ~ ~ M ~ l Z ~ 8 ~ ~ ? ~ b b ~ i n 1 3 ~ ~ ~ ~ $ ~ ~ 1 L b R

i .5 ijnisds:~ibwiu~adiana"ia"~~aia ~CILILGU~?~I(UU?Y a a 2 ~ 6 i s i n i

i a ~ r i a u uarnniudd-at~miacauifi (~I!~MRIU~~LLUU ~ a l w Z d u a ~ ~ a f i u 6 , ?my, h s

w"ar6, 2w~ma4~Ga bbarbbejuKu)

2. n isMina im ~ w ~ m i l t ~ a a ~ r i w d n i s ~ a m u b a a ~ ~ n i s a a n ~ i m a i m ~ ~ w ~ $ n

i aus i .nn isb~ut~ua~~aera iwba~ub~?~u n i s l l ~ i ~ m a i m ~ ~ u ~ i n "a~bbnu" ~ ~ a m a i m l u f l a a

fiw !di GGaana"iavl ~ ~ " s a a i m i i a C a ~ i q maiaciJaan rwnrEunilm 7 ~aiudw^nmu"wuri?!iij

maialnKGasas?u eiauuiniorw$n$i~~$b~mmaimdn%aaan!d!~ bbarnisuuiu~auaa u 2 e*

m a i a ~ z ~ a a b ~ u a ~ ~ ! d n " u n i s w " ~ ~ 1 ~ m n i w " 1 1 a a ~ u $ I " i Aw pisassm ~ a f i y a 6 LLaznmE

(2541 : 8 - 9) !6naiaiiaaaim~wuaulbum"~aa~~a ~b~ab~wmaim1~$nwmLdlJ 7 Bandud

wlm~wni~ifaiiua~daw~m5m6 na~6aaAi i i J i iahu &if 2.1 aaiadUirnn (Consumer Market)

2.2 maimaandnis (Organizational Market) !kfi m a i m $ w I m ~5amaia$m

81M-nSSBJ (Industrial Market) maianunaia (Middleman Market) bb~rmalm?~Ula

(Government Market)

2.3 maiaiiadsrbwfl (International Market) Y

3. nissr~aaw~aalunis~iuG~$I"i!6 ~w^napm'oata$aynm t l iu~ iuuwui

~ i i u ' a ~ a ~ i % a n " u n u n i s ~ ~ a r s i n i G ~ n i i a ~ k w ij3dmwi%ms~w uaraauoiu ~mf l iw iu

~ m s ~ a a a d $ a ~ a ~ n ~ u w i a u ~ u ~ u ~ a u b ~ s ~ w w " ~ m u i s n G m i a ! ~ ~ m u ~ ? j ? n i s u i u ~ a i u ? ~

dsrnaun"w!d Go

3.1 u iuai~uaniwd ( ~ ~ T c ~ ~ I ~ ~ I L I L ~ ~ ~ ~ M ~ ~ I ~ % ~ L o M ) I w

3.2 ~ i ~ w 6 i l W d d i n ~ ~ u ~ ~ a b a u a u i u i a i i ~ 6 i ~ ~ a n ~ u ~ ~ a a ~ i i a ~ ~ ~ i w

~ i a i i u a ~ a ~ ~ n $ ~ R u a ~ ~ h K ~ w i ~ ~ w m ~ a i m d a ~ ~ i a a a n ! d Y A d d t

3.3 i a u ~ a ~ % ~ a m e i m ~ u w i a u u ( l w d i u a w u w m a b ~ u i r ~ u uara{Gan"u

W19Ma29)

3.4 iauian"u~m$a ~ e J " i i ~ r i i u ~ w 6 i s r ~ u i i ~ a , 4~uPld11na blafirgu

&,in ~ m u ~ ~ y n a i n d u f l a a f i w i ~ ~ G i d G i ~ n i s ~ a n i s ( ~ m u a a n d n i s u ~ ~ i s h w f l a G b

bbarnin naniil$naiuariumc~l~6i~audszuim~~aani~d) 3.5 j m h ~ i i ~ r i i ~ ~ ~ ~ n i & M b d a a ~ ~ ~ n ~ a n s i a ~ ~ a r ~ ~ m b a n i n I ~ ~ u $ ~ " i ' ~ l d a

4 1 ~ 1 9 P9(9~2m5m+ ~ $ i i a u i i ~ r i i ~ ~ u ~ ! ~ B I M ~ I u ~ M ~ I M ~ ~ ~ ~ ~ ~ u ~ I ~ ~ ~ E ~ ~ I ~ ' ) ~ ~ ~ ~ ~ ~ ~

. a i G b4w ~ i ~ ~ ~ a m a ~ u 6 i u a a n s u i a ~ ~ u n i s i a m n aiu~~aaaBw$1"7udansa~a~s3~ a ~ n d

LBUGU

1. ~ 0 7 m w ~ ~ w a I u (One Tambon One Product Bazaar - Interaction Market)

2. IJssGn ~ d ~ d i u a ~ i l4~~nbim.n" (One Tambon One Product Inc.)

3. n ls~~n lsbbam4~uQI" l (One Tambon One Product Movement Product Exhibition)

4. nis~m4iuu~snssu/b~~1~ia(0ne Tambon One Product Festival)

5. ?lu6l~ub~o4w 9-24 (Hoine Town Shop)

6. ? l ~ ~ n ~ C ~ I J n a l m (One Tarnbon One Product Antenna Shop)

7. Y ! i Homepage ~ ~ I M ? U ~ W ~ I V ~ J ~ U % U wiu Thaitambon.com

8. 1 4 a u I u ~ ~ u a u / a ~ n s n i / n i u~nwnsns c i i u ~ ~ ~ n i i u z i ~ s u ~ n ~ ~ d o n i s ~ i ~14nil¶Jbbb'0~ (counter Balance)

W Y u d

prim ~ma~n?u~b . i ?n us:Qw"~[G ~m:-2.ism (2545 : 140-153) 16-214 ~ ~ u - 2 n i ~ n i s ~ w u i n n m ~ u ~ i p 9 d s ~ i ~ l a nd~w~nfim.n" Imu~~nisns:siu^Ru61!d~n~u ~ i l i~u io !c?u in dsm Gd

I. nisuiuLa4 ijni~~~onuo~ni.ia?iil~qsfis~~~l~luiu~o~ 3 Knwm: W a

1 .I ? i u u i u d i ? n ~ ~ o ? i u ~ a s 4 (Flagship Store Model)

1.2 n i s u i u~nu~.a"wiyun~~iwui u& (Key Account Model)

1.3 n i s u i ulm ~ ~ I ~ B ? ~ ~ ~ I ~ ~ I L w ~ o u ~ P ~ ~ M ~ CI~IU~IOOU!RG (Virtual

2.1 n i s u i u w i u ~ - 2 b b w ~ ~ i ~ ~ i u (Trade Model) i 2.2 n i s m 71 cilup;r"74 a.if wGuQI"I (Department Store Model) 1 2.3 n i s u i u ~ 7 ~ ~ 4 ~ 1 ~ 4 (Discount IModel)

2.4 n i s u i u? iu6 idaCI1mni~ (Duty Free Model) A'

2.5 n i s u i u wiubn?o"lju?iua",-2nqa (Convenience Store Model)

2.6 n l s m 7 W I ~ I J ~ ~ I I ~ ~ e~n.i4 (Direct Team Sale Model)

3. nisi-2ulu~daa?i~nn~mIp9i ~do~~u~nn-21uaiu1snlun1sns:s1uluni

I u n i s v 1 ~ l s z 1 ~ 1 ~ I ~ i 5 3 Knwm: $9 :i

3.1 n lsY ! l? iun i~douuu~su !%$ (Franchise Model) d'

3.2 f~z?i~qsf iabdo~$w~mfim~msoIJn~u~nwud (Concessionaire Model) 'ad 0

3.3 -2rninaimhua?i~&bbnu~61~?aw"us~ms (Horizontal Integration Model) 1

nIT(Marketing Process) T~uo1<unnin6"nl~n13e,a1m (Marketing Strategy) d J b i ~ ~ ? f h l l 3

dla'idalrius3; d3:nauhu 2 h w Wo nlr

1. nn~ng61uw^nncmG (product Strategies) d3mou62u na1ui ian~lJu0J

~ ~ ~ ~ G I J ~ I L J U n13ri1~umG?u~d~n31%~61 ~ inz~mauu .Z i*o~wZ~5mG

2. n i 3 ~ ~ $ 6 1 ~ 3 1 ~ 1 (Price Strategies) ~ : ~ ~ J ~ I ~ J ~ J ~ I ~ U O ~ ? ~ S I R I " U ~ J ~ ~ &

h Y j W ~ W & 6ll<~l~LL8:61!421~J~~%R Q A ~ R Q W ~ ~ ~ ~ N ~ ~ ~ ~ U ~ J ~ P - ~ ~ ~ ~

3. n n ; n ~ ~ i u ~ a ~ r n ~ n i s ~ ~ ~ i p 9 ~ 1 ~ (Distribution Channel Strategies) ~ u i u i i ~

~ i i u n i ~ d w ~ n ~ m ~ ~ n ~ ~ l u u i j a I ~ u j n m n 6 a i u w i u n w n a i ~ ~ ? a I ~ ~ i u ~ I ~

4. n ~ ~ w 6 n l 5 k L a ~ ~ n l s m ~ i ~ (Promotion Strategies) d3:naLJGau n l r

I 6 d ~ ~ b ~ l n l ~d9 b ~ ~ ~ n 1 3 " I J l ~ ~ l ~ " ~ l ~ $ R ~ ? . a " w s a " n J l ~ ~ l ~ n l ~ d ~ t % l ~ ~ w " ~ 6 bbAtnITGlAl$?

W19GlT9

n l s d i ~ i t u J i u ~ ? s ~ ~ n ~ ~ u ~ i ~ 7 $~ua~nini; aacninLanau ~ u f i u ? f i u ~ a ~

~ i l ~ ~ ~ ~ n l ~ ~ d ~ ~ ~ ~ ~ ~ ~ ~ d 5 ~ . d l % ~ ~ ~ ~ ~ ~ f i l ~ ~ ~ 4 ~ ~ ~ 1 ? p s " n l ~ 6 l ~ ~ ~ J 1 ~ ~ ? ~ ~ ~ n 3 3 ~ $ ~ ~ w u 2'

f i i ~?u~ l i u dGa~nis ~~iCn?~inisIdps"~~pda6n~~aan"uni~idauiauIan~pd

;%I; ?6Lu? ( ( h d f h ? ~ g u ; d a u ~ ~ ~ a n i ~ T i n i ~ w " a u i ~ u ~ u b u m ~ 6, 2546 :

18) % ~ p s " ~ ~ l ~ ~ ~ l ~ < l ~ I T ~ ~ ' ~ P ~ < ' J ~ J " U J ~ T ~ TITM MUIU$J n l ~ b ~ ~ ~ ~ n l ~ ? p s " d ~ t % l % ~ d ~ ~

idauiau?unis~n~~& n i s f i u i s m i 6 ~ ~ u ? ~ n i s d ~ f i ~ ~ ~ a : ? ~ ~ n % a ~ ? p d & a ~ d 7 ~ 7 j u i ~ l n

nscw ~fts6ads:%i%ubai1 n i s i a i ~ i ~ n ~ i ? p s " d ~ ~ % i % u ~ ~ i u i ~ d a u i a u ? u n i s w " w u i ~ ~ s b b ~

Iufilll~i LLac h u i i ~ n i ~ i 1 1 ~ a n i ~ n a i u b ~ u a ~ u a ~ d s : ~ i % u ~ ~ u ! u 5 f i i n i s ~ d uw

ada~n'o~uau?uIudh~iw"aui~u%u~<i uuw$nnuinaiuidsisnui~u:a~iaun"u@u w w d

ar i i~ inaiuqu !G?u ni rdf i f iGiadi~~i lu~nu an:uauiu<iuyw$$uaiuisnw"~ui!nniu

laninua:I~?unis8~lu:d~nGa~

~.w?mw' ~n r t yuw i (EYIJ~JIU a u ~ ~ a u ~ ~ ~ a m ~ ~ ~ i n i s ~ a u i ~ u ~ ~ ~ u ~ i 6.

2546 : 19) !G~aus~~ua~n~~aan"unisi~auiauua~~u~u?unisw"wui ~ u i u f f ~ nscuau

n isd i ;u ia~ in is r i~~a~u Cnfii aCuqu ~ ~ ~ a ~ ~ ~ I a n ~ r i l p s " ~ ~ : ~ ~ ~ ~ ? ~ ~ u ~ p b W " ~ ? p b ~ ~

da y nna n4unu ~ u 3 u auinu ;nit% ~~aca~6nsaimaUIFIseii~ 7 ?MIL~iuiiau?unis

d i ~ ~ u ~ i u ~ ~ a ~ ~ m & a ~ ~ ~ ~ ~ ~ a ~ a i u ~ s ~ i a u n " u ~ ~ a I < u s s ~ ~ n ~ d s c n ~ { ~ ~ n c u I u u i u n i s

~ " ~ U I ~ R I M ~ Q Inunisidauiau?u~nwmc KJ$ d a 2

I. iauflnwin'uniifiyni m~~~aacna~uGa~nisninnuu?u~uau

2. iaufin ~meai i~~ l luu~??nisw"aui ~ A a ~ ~ n " l u f i ~ ~ i u a ~ ~ u r u

3. iauai~uIuuiu LLWWJIU I n s ~ n i r ~P3anuns-i~ L A O L L K ~ ~ ~ M I LLQ:RUOJ

naiu6a~nisua~yuau

4. ~au6n~u?u?unis~~w~wuinsd4in"n~ps"~~ud~:~u~sa"d8daw~au

5. iauCn inM"diull:~ s:~unisui~is~iuwiuui?ps"ill~t~w~niw

6. i a u n i ~ a ~ ~ u ? u ~ u n s s ~ h n i s ~ u ~ u miuBnnaiuaiuisnua~mw~o~ aar

u a s ~ ~ a u s i u i a i ~ l i

7. iwi j u 7 n i u u l u u i u a ~ u ~ i u l n s ~ n i s 1 m : f l s n ~ ~ u ~ ~ u s s ~ n i a ~ 9 i ~ u 1 u

8. i w n 3 u q a ? tnnia d s t ~ 6 u u~ :dnu l ) iy~nson i s J. C a y (CIJBJIU f ? u ~ ~ a t n ~ ~ o n i ~ i a i n i s ~ a u i g u a u ~ ~ n i 6 , 2546 : 19)

' b6~~Eisnisf l iauiau a a n ~ B u 5 b~uu 4a

1. b f l ~ % . I l % l

2. ~ f l u a u i Q n ( ~ l i i i ~ u d s : ~ u 3. ~ i l u s u i 8 n ~ u 5 v i n l j u 4. ~Tlunssunis 5. ~ f ludszn iu

Y Y

~ ~ n r l ~ i l ~ l i ~ ~ ~ u u u a d @ i a u i ~ ~ ~ aantBu 3 ~ u u

I. G n s r i i 91 -

2. $?uwnnisnsrii 3. R l b l 3 m a u ~ 2 l d

World Health Organizatioo (CIJBJ ~ ~ f ? ~ ~ ~ ? ~ b ~ ~ ~ V i d ~ T i n i ~ w " ~ ~ i g ~ ~ ~

n n d 6, 2546 : 20) ~ ~ ~ ~ u a ~ i ~ ~ u u u a ~ n i s ~ i a u i a u i ~ a i i ~ ~ u ~ i ~ ~ u u i ~ ~ ~ " v ~ ~ ~ u v:&d ds -nauCauuu2unis 4 $unau 40

I. nira iouwu (Planning) dszaiauvr6a~dri?uia'ulunis^a~nsirps"~yni Fjn Y

i i 6 u n a i u i i 6 ' y K d ~ 9 i n u i u Rinunnisl%n?wuins Ri~un5"b i r~nniu~~ntdsz~iuwn

a n r d h 6 ' y g a nirKnGulv I

2. n i s i - ~ ~ f i u n i s f i a n s s u (Ilmplementation) dsraiauvz6adflnaiu~iuisn~u

n i s ~ n i s u ~ : n i s u f n i ~ n i s ~ % ~ ? w u i n . i f l n a i u i u R n ~ a u l u n i s 4 ~ s s n a u q u ~ i ~ n i s ~ 3 ~

~ ~ n t n i s u f n i s

3. nisl$iszbuasab (Utilization) dsraiauo:6a~~naiu~iuisnlunis~iiiv

nssunila?ri~8ndszbuauYn' d~~Bunis~6us:Kuua~nisd~nu1o~un:nisnau~u~iknu

4. nisl6?udsrbuasab (Obtaining Benefits ) ds:aiauot6a~l6?unis~~vniiu

wniszbuasabvinguaulu6udbiin"u d ~ o i s 1 i l u w s i s d o a ~ ~ a u ~ a w i ~ ~ ~ n u 9 ~ ~ n ~ f l u a " n ~ n " l 6

u a n v i n d i d ~ r n i i u n i i ~ ~ ~ n t n m z (2542 : 1-6) n f i i a i ; ~ n is- iYnjs~dsta inu

liiinisjn~atids:ainu~i~dtnissau&n"uua~n~unudauiii~iuiaun"u iYd~~dnis iau

Kugn i a u K u ~ ~ u l a iauviiiivnsru iauiudstbuasab iauGnaiunsaar tau ida I r iunE! G ~ I ~ J ~ ~ J ~ : " ~ I F I u ~ G $ ~ L ~ I P S U I U ~ ~ " ~ d a w d n R i k u a ~ q n d i u a d i ~ n ~ i n ~ ui iaunic

aii~naiu~liuu~5dlps"n"uguau niuninauGai?niGn i~nnzps"i7yni ~ 5 i ~ ~ i 3 i ~ u i u R i n ~ n Y

finni~~~~rai~~~wuw"eb]uinbJ:sJ"iu i i u n n i u ~ ~ u a n i d 6 d i l

adi~!sn"miu e ~ n a z 7 6 u i m 5 u n f ( i ' i l ~A~ lu !w~[ ia h a o c u .u.ua:nm:, 2544:

35-39) n i i a i ; ~ ~ ~ u a i i m ~ u n i s w " w u 1 q ~ ~ ~ ~ ~ 6 a ~ ~ 1 ~ ~ ~ ~ n s : u a u n 1 s ~ ~ e ~ u f ~ ~ u u ! ~ a u ~ a u w w w Tmul%~nnitnaa:~lnistdu~3u~n~a~ljalun1sns:~ul~~~u~iauds:~u~~uA~na1rrd1~~

B " ~ a ~ n i s ! + a u i a u l u n i s K a h i nis$I"~~inisuos~Gu~neJniw"~a~~;1-~b~as. ~ I ~ W J W I ~ U L ~ J

LA s i l i ! d ~ n i s w " w u i a u u ~ ~ ~ u d i~%.unnf inua :~d~~uu"u a ~ n i s 6 u u f ~ ~ u u ! ~ a u i a u $$' e u a a u i l ~ u i d s : ~ n n " L ~ i l u ~ ~ u a n i ~ ~ u n ~ ~ d n w ~ 8 u n i i .unnan A - I - C (Appreciation -

Influence - Control) d tumau k d 1. t u n a u n i s a h n a i u f (Appreciation A ) ~utunaunis~~uu$iar.u.uan

w w w ~d$ouds:ailnisn*' ~ u m a u ~ ~ i l m b n ~ a ~ ~ ~ n i i a u d s : ~ u ~ n n w u a m ~ u ' a i i m ~ ~ u ? u f i ~ lla:

~ i u ' a n 7 d i a u n i t o r i i s ~ 3 u ~ s t w 8 ~ ~ u T e \ u l . a " n i s a i e \ ~ d ~ i l u ~ a n ~ ~ u 2 $as Aa

I .I nis~ .uns i r&n~unis&ss~~uiu~u l?a~u ic ( ~ 1 )

1.2 nis~i~~mauin~uas~~sJ"1u~16a~n1s~wu1~ufimn1s~e\ (A2)

w w w G k ma rinu6/a:?an~i:~aniunissib"~o~fiu oid~v,~ni$auds:auai13~

niwIuaGmrioufi'b6 Y

2. ~ n a u n i s a ~ i ~ a a ~ a n ~ ~ n i s f i w ~ i (Influence M?O I ) ~oi?umaunisMi?~h

nis d ~ : ~ i I K a i ~ i ~ n f i w u i ~ ~ ~ i u ' b ~ m 1 u a ~ 1 ~ u 1 u 6 / ~ ~ ' b a " b u ~ a (A2) L~~U$?J~IJMI%

nir~unisf iwui ua:n isn ic~-1a~~wtpt~~~~Ai~una iu i1~~~m1unaiu6maG~"uo~n~uaG1

iauds:au aai~oona3u 2 $33 Zo

2.1 ~ I J ~ R ~ R ~ J ~ I ~ ~ ~ ~ ~ I ~ ~ ~ ~ ~ ~ " ~ ~ ~ ~ ~ ~ J ~ (11)

2.2 n i s ~ a ~ i ~ ~ n a i u h K r y o ~ l n s ~ n i s (12) ~mu~~unoona3u 3 dsranw

2.2.1 i i onssu~?~ lns~n isda iaC iu i i~a~

2.2.2 i iennu~?~ln3~nisdwaCiui1ao~ui~iauaaa:nna1u~au

a ~ ~ ~ a i n a a ~ i ~ y u m u u a n

2.2.3 ~~nssu~?~~ns~nisdaiuisn"uooinmn?;

3. i ? u ~ o u n i s ~ ~ ~ ~ ~ ~ u a n i ~ d f i f i ~ (Control ~ 7 o C) ~ ~ n i s ~ i i a o i ~ n s ~ n i ~ ~ l q ~

Aonssuii~ 7 u i ~ n i s ~ n ~ u $ ? u ; u R m ~ o u i i a Q u ~ i u a ~ ~ a ~ ~ n s ~ n ~ s ~ 7 o i i o n s s u ~ ~ i ~ ~ 3 u ~ $34

3.1 n i s ~ ~ i ~ n ~ u ? u ~ ~ a o u (CI)

3.2 nismna~siua:adumIun~siiaQu~iu ( ~ 2 ) I

oinaaua6~1ai ua~unisidau$au aaGdGiinis8dau$au"u o~n~staiau Iu

nisfiwui~uru&s:n'n~iiau$aulu~ni?umaulnui'Tu$~o~nis~nwiCoya a d n ~ i i l ~ r r i

RILM? ~ ~ a : ~ i ~ a u a n i ~ ~ ~ n ~ " u ~ m u n i ~ ~ m i i ~ 3 u ~ ~ ~ u i i a Q u n i s d i~Qun i~miu~wu aaa:ij

n i s i aniuds:aDuwn adadsr~uaho~dsraiauao~ ~5oaiuisnardl6i i nisiriauiaufi

Wo ltnis$auGm $au~aZuIa fauai~aadu $aui i ~aa:$au?uwads:~ua~

njzu Iunisdr:aDuamrmis&"uo~~uau nii?ann:viil+~i mnoni3unisaiJ

aawuIunisfiwu~niuaaiCiu"ua"~I~fiwui d~Go~ni~uuuani~G~niia~i~Guuids:~nm~.a"

aAaIKaiinnaiu;n~~ nruri?u"ua~~~gaaaa:a~uI~aiu~niwn.aiu~uo~~

n~ana iubwn i~an 'ds iun~u (Group Discussion)

7. haadyniiis "J

8. a a n " ~ y n i ~ y ~ 1 ~ d s b ~ ~ a i ~ u n a i u ~ n o i n ~ a i u 7 R U d ' A

9. annsn"uluniaais~~w~61a~usiulubdaaslna3osnus I , d niauisn$urieu& !daawamrsii~Jnuaeiis~~ua aaiujwuiui;sni.raaEis

w w d c i nturiau aF!agnd~:as6;uniu ~4iu n i i [ . a " n ~ u a d o ~ ~ u a ~ $ a ~ i ~ " ~ ~ i a i lmi3Ca~~~wu

Osyningiu q ui-raunqu a i n ~ i n i . r C n n i u ~ ~ C n a ~ ~ j s n ~ u a A a a ~ u n i ~ n n i ~ C n ' d w

~ a u wunauCniionaauw naaosdaIi~aiinniw w o 6 ~~a:naiua~i%oIu~snaa~ni~a3saiu

a%n.Ja:ssn'a8ua5u 4 s a3uni~n%ad?ua~unqu~~n 7 a3v.4'~ 2 uanoinu " ~ 8 0 ~ niyouishuM" (2541 : 30-31) !dilaw~iannQnPl%ni3

~um~&f?s~nua%s d!danisninlwniariinuabn3s$sni3guni~& '~Efoau7muin"uaia

1jiumui~n~u!~a!d!6aiu~niuni~& dsrii!6i%1u~d~ esn13~uniwdn$u (Group

Interview)niaaunuin$ (Focus Group) n+ani . r&ni~ninuym (Individual Interview)

!?~s6 I . ~nPhnuni3fiin7unn'n 7 d3:uim l o - 15 fiinlu adailatni!dn%iu

adagaqu<uai-xiiu 41niud<u~uaiodua8uai"uwau~ui

2. raaiwd~q"bunia%uniw&muynan~a$$~a~ad&~~!~jna~afiu I kahs

8. - n7wnGufnn'odonlfia:b~un u n m a a o r ~ d s a n " u u a ~ u i n ~ ~ ~ ~ n : : ~ ~ 9 ~ n i a d ~ PICq B ~iin$uaauh~uw;uniwa~a"Kau \iuuwciun7wd ,r;7CRuniwdb~nn~nai8~,aanan$n

g d " d bau~nnaud7niuuwt ~~anaubbuuua!d?i n~uawad3::luafin7a a~na7::99".ir"ayaniu

~KmiaGuniwd

u n~aaiidaiuntju ~a~3uni~+aulnku~%nn~u~iinn7a~dduu~rdn~6iu

naiu j nnu~Gilo maiu fw8n G u n l ianiadiaiiuiisnasun$~~ldluwi~i~ an::

pn~a389& ~~ar idb~?u~~~ul%nmuianbdduu~aiub~aei~d d~~iluwaainmaduu~

o i n ~ d a u i a u n $ u a e : l 6 ~ ~ ~ a ~ n a i u P n naiu?nr~uoindcmniad~Guiriau a3unia

13 Janin ~CC~.ir"iniuwn.u8~niadii1~Gu~iu ~~n:nniw?lqj~~~uhudi~ 7 uasnwraci'au

uani%d~:6h?ninuniw nI~~~~d&w~?"t-gP~w"m~i 6nnoishat-f % M & ~ Y ~ P W ~ n n n i a ~ n ~ n ~ n s r u n i a ~ d ~ d i u n vl~~wtn5m.j; ~~n?nFiaqlan !ila:~8u

w c r d Knumwn~u~wtm~u$1"i~d~iiu8 nd~w~n5m.j; %nun ~ua~flauwqaninu 2545 r~a : :~p I w ~ ' 2 -

wanid~:r~uhrr?un~~bbBjnJ"iuu~~~"b~w"wui di~nai&snl?ndu '. 1. Gaa?snl?!1~

1.1 Bantu n~u~~aiGiuui~Iow"wui

1.2 d a d ~ $ 3 i j iur~vlhu?~ Biiunflabbw" dims?alu~6 &M%

FiaqTen w

1.3 da::rnw"wCi IIiniaanuaag~aa

1.4 dazmun$u $a UIJ$IW~IU d a z k ~ b s u 111aKwG 055-291 141

2.4.4 n i s a u s u n i u n i s n ~ i m l n : n i ~ w " ~ u i ~ d ~ ~ u ~ w l a ~ m $ ~ ~ a : u ~ ~ ~

~7m.n" Inu~nCns iuwi f i~Gcs~?nf iw~~I~n 2.5 i inwm:unsf i ruM~niun iau iMi2~nni2n i l i [Uf iF i?h~i f i

3. unnjd~nuunwuasn$u~uni~w8nRwni

3.1 imqfluniin 3.1 .I ?aql~~iindl~YWs l imiam R ~ ~ ~ ~ ~ i ~ ~ u i u s ~ ? m q l ~ l ~ i i n G Wa

C 2- a" d ~ ~ i h n i n ~ m u m ~ u ~ ~ ~ i u n ~ u ~ m q i u i r r j n d I ~ u n i ~ w ~ m E u ~ i G i u i ~ i n w an~iruisu a: 80 Y I ~ J - Y ~ ~ G U ~ I ~ Y ~ ~ ~ M U R

w 2 ' w a" 3.1.2 ~ n q ~ u ~ i i n i I ~ u n i ~ w ~ n ~ u n i u w a s ~ a ~ u ~wn:fiuiminq

tuoan~i luq~n in

3.1.3 ~dsfiaimmii;sqmniwuas~mq~u~9iiniuioin~ wuii

imqWdu~udfiqmniw~nii?nqWuuanAui

3.1.4 nisCiwqaiuuasn~ud wuiilimuflnianiuiuKun$uln~au

3.2 ~~sssiudI$uni~w~m 3.2.1 ~ ~ s s s i u d ~ f l u n i ~ w ~ n ~ u ~ ~ t n a u n i u nui%nuasntju 3.2.2 ~ u u e i n t ~ u ~iuauu.issiuImu~a$udw~m~u%i9:~~ii~u34 nu

3.3 n ~ t u a u n i ~ n i ~ ~ 3 m ~ ~ a t ? u C i C

W d G

3.3.1 n ~ ~ u a u n i ~ m ~ ~ E m l u ~ i u ~ d u n i ~ ~ u ~ a m u i a i n ~ ~ w 2

3.3.2 ~ n w ~ r n i ~ ~ ~ m ? u ~ i i l l a d n ~ u u wudi w~%W~IL$OU ~ ~ d l i y n Rdmid ~Waua:d~:~im 15 ?u ~ ~ U I I U ~ I J W E R L ~ ~ U L A O U R ~ 5,000 uaa $ d w u i i n d u k u w~ m ~ f l u n i ~ ~ a e i i ~ a ~ ~ ~ ~ u i ! ~ ~ ~ p s u a 6 9

3.3.3 L ~ O G ~ ~ I ~ M I I U R ~ V D J ~ $ ~ W U ~ I ~ ~ L L U U S I B J ? U ~ ~ ~ O J ~ $ ~ ii n i s d i u u ~ ~ d a d ~ i ~ ~ ~ n ~ a u $~iu~3~$m.n"il%~iluu33~$m.n" ~ l ' u i n ~ ; i u n i n a t % ~ n i s

~ ' 7 u s n a i n $ ~ m n i w u a ~ ~ u ~ 1 " i u a ~ n ~ u t ~ 1 ~ n i s ~ u s a ~ a i n ~mtn33uni~aipsisLLatui (au.)

3.3.4 f i ips?un3r~auni~nisw$m wudi i i n~ tuaun i~wBm~~i lu s t uu

rdu i in i s~~i~psJ i~ lwnisw~ iinis~auquqcumwnisw$m $i6'mqWu nstuauniswBa

r~at?uGi f ni~.m3aaaau u a t n ~ t u a u n i r w $ m ~ ~ n i i a ! i i i w a n ~ t n u d a ~ ~ ~ ~ a m ~ a u

4. pin uni wua~n$ulu6 iun i~~9u~~arn i~a~yu 4.1 niuiiijwna~nuua~mu~a~luQa~lju~iin"u 65,000 u i n 16ainalnBn

ad$unic 78,000 u i n aarlC?unisa~uayuainpsiau~iusi~nis 85,000 u in

4.2 ~aaljufiu~unquL~uu~uni~w$~~~aiu!$Liin"u 35,000 u l n l l a a u

4.3 ~ i p s ? ~ n i ~ a ~ n u u ~ ~ n $ u l u 6 1 u q d n r ~ w u d i !$ainnisa~uayuain M ~ ~ u J I ~ ~ I ~ ~ I ~ L ~ ~ ~ ~ ~ ~ M ~ $id q ~ ~ n s & i l f l u n i s w E n d ~ ~ ~ ~ a u i n ~ u a ~ y u ~ a ~ ~ a ~ i l u i o u a t 30 uadnisa~yuluqdnr&niswBm$dpsua

4.4 luniunisfiuwudi n+u in i~ l ju~n l jy$ae i i~ i i u 7 ~i lus tuu Gain 3ruu~y$&n~ia~i~$n$umuirn~iua~~uyu!6~a~~u ~ L I T I R I ~ U ~ W B ~ - $ 6.60 Ulnl

uaa d , A'

4.5 ~i~!sn~nauu n$u!6fnisCm~s~iiih & d a b 8 $9

4.5.1 ~~9j~~flufiuQuwalfs"n"u~ui%n Gabflu 30% mdTii!3

4.5.2 ~ ~ i ~ l P s " n " u ~ m t n ~ ~ u n i r n ~ u Wm~ilu 15% i a~Ti i l3

4.5.3 ~~id!j~ilua?a~nis"uadn$u ?im~ilu 15% uadfii!s

4.5.4 ~ffu!Tu~iuniswEm g a ~ a u 20% uadTii!s

4.6 Qypsi61unis~9u ~~a:nisu~~sni~jnni~Kiunisfiu"~a~n$u~u~a~~u $a ~ t j u y u i i a $ ! ~ ~ ~ u d w a ~ a : ~ a ? m q ~ e r a a a m ~

5. p inuniwua~n+uniuni3maim

5.1 n i r . j i n i i u ~ u n i u a d n ~ u d w u d i f n i ~ ~ i ~ ~ i d m a i m d i ~ ~ ~ ? m ~ ~ a t

niulu&ps?miwEm ~ ~ e ~ n ~ f l u 5.1.1 i iu~auaudifu a . ~ i a ~ a.GwyIan 5.1.2 ~iu~ipsiiu?w61lu?nlps~ a.&ad a . 6 w q I a n

5.2 n i ~ ~ i a a i ~ ~ a a n $ u l ~ ~ a j ~ u f i a

5.2.1 rio~inuna~a~uiui~rslia4a1,aa ~ a i l u 80% uaauamuiu$a Mum

5.2.2 ~sdauri.anir+au~iaaiaIpS" ~nbi lu 20% u a a u a ~ u i u $ a ~ u ~

5.2.3 ~ ~ R ~ l ~ h l l l ~ ~ ~ ~ ~ ~ ~ ~ ~ b f i l n " ~ 2,000 V 7 R IJI,~u(u GRLBU 50% &J uanriu!niaiuIu'3 2544 ifiiKu 2.000 u i ~ r i i a u

5.2.4 ~ ~ i u n a i r u o a G u ~ i i l u a ~ n G u wuii ~ n a i m r a a ~ u d m u ~ u b i m ~ ~ l ~ & & ~ ~ ~ l J M ~ ~ ~ l M d l ~ ~ ~ l ~ ~ ~ b d ~ ~ ~ ~ b b ~ 10 Gauudurd

5.2.5 ~ u n i r r i i ~ u n n n i f r u n i u a a n $ u wuii n ~ u i i i u i a u i n n i i l u n i r f f i ~ s u a r i n i ~ u ~ a a f i u s i ~ ~ u i u d a 3 ~ 6 i " ~ a n i u ~ f i i f u 10 U I ~ / " U ? R ~ ~ a : r i q i " ~ u d g n

1Pi1fu 7 uInIu7R

5.2.6 ~ N ~ i $ i u n i s ~ a i ~ ~ a ~ n ~ u ~ u 4 f l a ~ f i u ~ a i ! B j a ~ i n ~ n d a u l ~ n j i L 2 .A- ~ y f s i ~ i u n i s ~ u d a R u 6 1 ~ ~ a f d i u n i ~ a a ~ a n u a n a u n u ! d ! ~

6. ~al?ara~ubWdoninia~n~~iam~unirw"aui , 6.1 n~u~aan isw~n~un id~Bua i~wp9~n 1daaain~nwnrnrci~uIp9~Iu

~ ~ f i u d r : n a u a i ~ w i ~ ~ i r s l i a ~ ~ u ~ ~aaaau i a inn i r i i u i

6.2 a i n n i r ~ ~ a n w Z a I u ~ a 6.1 i ~ C / n ~ u $ a a n i r d i u d + a

6.2.1 n i r u i ~ i r n ~ u

6.2.2 ~1iriisJ"y$ ni3auru$iunisfiu

! W R I ~ A E J C ~ (2545 : 21-22) !$~m~i r iua iuwan i rd ik .~ua iub~r~n i r~$~

d iua ~ d ~ w l m f i m 6 u a a i i m a w r ~ u f i n u Canimfiwyhn aa:qdla6uwuainn1s

d~raudad~fi~nisbWdadr:~~uwanir~i~~ua~u6:nranir~uniwrau I ' i i n i r i n ~ u a i u

,,I Bjaiuirnrtuiu uaan$ui l i~w ~ a ~ ~ ~ ~ i i d ~ ~ u ~ a n s : n u a i n n i ~ ~ i ~ P u a i u h u n i r ~ ~ ~ a ~ ~

?i-drlw: wonnaa'sAnd (2544 : ungneis) !n%nwinnqwhianniahwa"uEu$1"1

Iu~uaun$uliiuayuIwaEa~ i ians~iuani <~winun-iaPT~naJn.a wnni35<uwuii d

n$uuiuaydwan"sa~ iRnuniwIuni~dansu~~iio;u.au~us~oin~i~fiunia~~ursai%n

~u;n.au;dwum ~~msuaus~naiuGasmauaa~n61 ~iuuuaRani-innia ~n:niawBm%u

f im iuw~n i - i **wd~w;liiu ~dt~ea;m+ ~an:InimnL~u:Iuma:GunFdeiaIn~na3 Wnw~sRnumwus~niu~afio;u"11u~p6~ iidgnadu gnGauseiia~a ~%G'iunia~u ma

d d GQG nimnin ni~wlm~~n:ni3<nnia a w s ~ i u i w " w u i n ~ q w ~ ~ i w i u ~ a f i o u u w uui-au d

uanoin~~%ninn"uaauaauCs~nnaaIfi%nia~uni~d~~uun$u (Focus Group) bwaIwY$

F u t ~ n ~ ~ u ~ ~ a : u u a ~ m d I i I ~ Bnn-iau~ioinqnnetqnnnwdd ~~n:a3uCaaadua~n$u

a ei ld bbfl~^ad d

Aaai qasamE ( j i r l5~ Iu Bu6~au~~';~wi~~~iniaw"wui~aJ.au~umw 6 . 2546 : 22) ~a~n~i~d~wuniadi~~u~afio;u.au nafi~nwin~u~?in~iminans~"iubwii

u i q I iuewa~K i i r n s i d u d GwTnfiwqIan I n ~ L n n r ~ i ~ d w n k d

I .5 n~iuaiuisn~unis&~i~uo~1o~un1s41~i1uaarwGnuao~siio~uau

I .6 n ~ i ~ ! ~ ~ ~ ~ o u ~ ~ o ~ ~ ~ ~ u ~ ~ u u Z u ~ u ~ i a ~ ~ u ~ ~ a : ~ " n n : n ~ ~ ~ ~ ~ u ~ ~ I u n ~ s

wGa u u d 2

1.7 %rbg 11a:n14! ddd -

dfibwicsnanuniuuanauau 1

2. warii~i~ua~nis6i~Guo~u~siio~u"11wGo1sa1!Goin fii!syn% yuua:suCqn

~ ~ i ~ u u u o a i ~ u i u ~ u ~ u a ~ ~ u e ~ i u ~ ~ u d i o ~ 6 1 1 a ~ ~ i~n:n3iufiuffa~A uooamGiu lu7uau

u l i 1 n s l : M ~ a u ~ d n ~ i u ~ i b ~ u ~ u ; l u ~ u 9 ~ ~ ~ ~ 1 u (od;.) wuil ~@'iu~an~ua?uisnwiu

- Y- Y- mmn' a h . a 36 naaansin 39 namn 8~aancl~iia$wanru6i8 n i rd iu iun i~~ld i l3s~Gu

~ n k a ~ h r ~ n 1 r ~ r ~ ~ ~ 1 a ~ ~ ~ ; 8 1 a u ~ u d 1 ~ a d 1 ~ s ~ ~ ~ ~ ~ ? % = 559.072.09 uin i i Iqd l6 ' i i d V A

~ R ~ J ~ ~ ~ I ~ J ~ Y ~ ? ~ J ~ ~ U ~ R Z J ~ ~ S Y I ~ " ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ Y D J ~ ~ J ~ ~ ~ ~ ] ~ ~ ~ D ~ ~ S ~ J ~ ~