568 otop pocketbook

1 OTOPOneTambonOneProduct OTOP OTOP OTOP OTOP OTOP OVOP(OneVillageOneProduct)OTOP .. 2544 OVOP OTOP OTOPOTOPYouTube OTOP OTOPOTOP

31 - 7 - 10 - 11 - 11 - 12 - 13 - 13

2 - (Grounded Theory) 18 - (OTOP) 23

3 - 45

4 - OTOP 56 - OTOP 85

5 - 95 - OTOP 100 - OTOP 105 - 109

119

7

10 (..2550 2554) 5 (, 2549: 9) (OTOP)

(One Tambon One Product : OTOP) .. 2544

8

OTOP Product Champion (OPC)

(Local Links Global Reaches)

(.)

(OTOP Product Champion)

2549

(

,

2549: 3)

OPC

5

2549

(Specific Criteria)

100 3

(Product Level)

5 1-5

3-5

OTOP 3-5

(, 2549 : 37)

9 OTOP OTOP OTOP OTOP OTOP OTOP SMEs SMEs OTOP

OVOP (One Village One Product) OTOP

10

1. OTOP

2.

OTOP

3.

OTOP

OTOP

11

OTOP

OTOP

OTOP

1:

2: OTOP OTOP

3: OTOP

4:

12

1. OTOP

2. OTOP

3. OTOP

4. OTOP

OTOP OTOP

4

1: OTOP , , ,

OTOP 5

2: OTOP

3: OTOP 2555

4: OTOP (ISMED)

13

1. OTOP

2. OTOP

3.

OTOP

(AEC)

22 2556 4 2556

17

OTOP OTOP OTOP

1.

2. (OTOP)

18

1960 Barney G. Glaser

Anselm L. Strauss

The Discovery of Grounded Theory

(Category/Theme)

(Topic) (Associate)

(Theory)

( , 2556)

(Grounded Theory)

19

1. (Open coding) 2. (Axial coding) Open coding 3. (Selective coding) Axial coding 4. (Development of theory)

Codes

Concept

Categories

Theory

20

(Theory Development)

21

(Grounded Theory)

23

(OTOP) .. 2544

OTOP

(.)

OTOP

.

( 2) .. 2545

(OTOP)

24

./

. /

/

.

1. ..

2. OTOP

/

25

OTOP OTOP (SMEs)

OTOP

26

OTOP

/ OTOP

.. 2544 .. 2546 .. 2548

.. 2547

(OTOP Product Champion: OPC) OTOP OTOP OTOP CITY

.. 2545

OTOP (.) . . Smart OTOP OTOP

OTOP 1- 5

Local Links Global Reaches OTOP OTOP OTOP

27

.. 2550 .. 2552

.. 2549 .. 2551 .. 2553

OTOP (Provincial Star OTOP: PSO)

Knowledge Base OTOP: KBO

, OTOP

OTOP Product

28

OTOP OTOP

OTOP

02

01

OTOP OTOP OTOP

OTOP

OTOP

3 2.1

2.2

29

03

04

05

2.3

10

30

5

., GAP, GMP, HACCP, Qmark, ., ., , 3

1) 2)

3) /

36

7 , /, /, , /,

37

3 ,

39

(OTOP Product Champion: OPC) OTOP (1-5 ) OTOP 2 1) 2) 3) 4) 3 1) 2) 3) 5 ( ,

2555)

5 4 3 4 2 3 1 2

45

Strauss and Corbin

3

1.

2.

OTOP

YouTube (www.youtube.com)

3.

OTOP

46

1:

OpenCoding

OTOP

50 10

(Key word) OTOP

AxialCoding

Open Coding

SelectiveCoding

(Axial

Coding)

OTOP

Selective Coding

OTOP

(The1stModel)

(The 1st Model)

47

2:

OTOP

YouTube

OpenCoding

OTOP

40

OTOP 5

OTOP 1

OTOP

OTOP

OTOP 5

OTOP

(www.thaitambon.com)

48

OTOP 5

OTOP 5

OTOP 5

OTOP 5

OTOP 5

OTOP

OTOP ( OTOP 5 4 )

OTOP

OTOP

OTOP

OTOP

OTOP { }

49

AxialCoding

Open Coding

SelectiveCoding

(Axi-al Coding)

OTOP

Selective Coding

OTOP

(The2ndModel) OTOP

(The 2nd Model)

50

3: OTOP

(The 2nd Model)

OTOP

(The 2nd Model)

OTOP 3

OTOP 2555

OTOP

(ISMED)

(The 2nd Model)

(The 3rd Model)

51

3 (3 Angles)

OTOP

(The 1st Model)

OTOP

OTOP

OTOP

55

(3 Angles)

OTOP,

OTOP ,

OTOP

OTOP

2

OTOP

OTOP

OTOP

OTOP 5

YouTube

OTOP (In-depth Interview)

OTOP OTOP

56

1. OTOP OTOP

OTOP 50

10

(Open Coding) (Axial Coding)

(Selective Coding) (Theory

Development)

(Model)

OTOP

OTOP

57

(OpenCoding)

OTOP

(Key Word)

(AxialCoding)

(Key Word)

(Open Coding)

(SelectiveCoding)

(Axial

Coding)

(TheoryDevelopment)

(The 1st Model)

58

OTOP

Online/Offline

Story

Knowledge

Branding

OT OP

59

OTOP

Online/Offline

Story

Knowledge

Branding

OT OP

Open Coding

61

Axial Coding

63

Selective Coding

64

OTOP

OTOP

OTOP 3

OTOP

OTOP

OTOP

The1stModel

65

1.

OTOP

1 5

5

4

3

4

2 3

1 2

66

2. OTOP 2

(SMEs)

OTOP

67

3.

OTOP

OTOP

OTOP

OTOP

68

4.

OTOP 5

OTOP

OTOP

69

5.

OTOP

OTOP

70

6.

OTOP

OTOP

72

2. OTOP YouTube (In-depth Interview) OTOP

YouTube OTOP 40

OTOP 5

OTOP 5 1

(Open Coding)

(Axial Coding) (Selective

Coding) (Theory Development)

(The 1st Model)

OTOP

OTOP

OTOP

73

(OpenCoding)

OTOP YouTube

OTOP

OTOP 5

(Key Word)

(AxialCoding)

(Key Word)

(Open Coding)

(SelectiveCoding)

(Axial

Coding)

(TheoryDevelopment)

(The 2nd Model)

74

OTOP (ISMED)

OTOP 2555

OTOP OTOP 5 4

OTOP

75

OTOP 5

OTOP 5

OTOP 5

OTOP 5

OTOP 5

OTOP

76

Story

Business Plan

Service Mind

OT OPOpen Coding

77

Story

Business Plan

Service Mind

OT OP

Open Coding

Open Coding

79

Axial Coding

81

Selective Coding

82

OTOP YouTube

OTOP

OTOP 5

OTOP

3

OTOP

3

(The 1st Model)

OTOP

PRODUCT

Leader

Servic

e

Mind

KnowledgePa

ssion

Creati

vity

ProductDevelopment

Knowhow

StandardS

tory

Outlet

PEOPLE Knowhow Product

Development

StandardStory

Knowledge

Leader Expo

rt

Event/Bo

oth

Moder

nTra

de

Otop Center

Distribution

Center

PRODUCT

PEOPLE

CHANNEL

CHANNEL

PassionKey

Success Factor

Creativit

y

83

3. OTOP OTOP

OTOP

3

OTOP OTOP

OTOP OTOP Channel OTOP Channel 35% OTOP Channel Outlet OTOP Outlet (The 3rd Model) (Export), / (Event/Booth), OTOP (OTOP Center), OTOP (Distribution Center)

OTOP People Service Mind Passion Service Mind Passion Service Mind Passion Passion

84

3

OTOP

OTOP

(Key Success Factor)

OTOP

OTOP

(The 3rd Model)

85

PRODUCT

Leader

Servic

e

Mind

Knowledge

Passi

on

Creati

vity

ProductDevelopment

Knowhow

StandardS

tory

Outlet

PEOPLE Knowhow Product

Development

StandardStory

Knowledge

Leader Expo

rt

Event/Bo

oth

Moder

nTra

de

Otop Center

Distribution

Center

PRODUCT

PEOPLE

CHANNEL

CHANNEL

PassionKey

Success Factor

Creativit

y

(The 3rd Model)

86

1.(People)

(Leader), (Creativity), (Passion) (Knowledge)

(Leader)

(Creativity)

87

(Passion)

(Supplier)

(Knowledge)

(Supplier)

88

2.(Channel) (Export), / (Event/Booth), (Modern Trade), OTOP (OTOP Center) OTOP (Distribution Center)

(Export)

OTOP OTOP

/ (Event/Booth) OTOP OTOP OTOP OTOP

89

(ModernTrade)

(Gourmet Market) , (Tops supermarket) OTOP 5 OTOP

OTOP(OTOPCenter)

OTOP OTOP OTOP

OTOP (DistributionCenter)

. . . OTOP (ONE STOP SHOPPING)

90

3.(Product)

(Product Development), (Knowhow), (Standard), (Story) (Creativity)

(ProductDevelopment)

OTOP

(Creativity)

91

(Knowhow)

(Business Plan) OTOP

(Standard)

OTOP (.) (.) (.)

(Story)

OTOP

95

OTOP OTOP OTOP OTOP

96

OTOP OTOP

1. OTOP - - OTOP - OTOP 1 5 - OTOP-

2. OTOP - OTOP- OTOP -

3. OTOP - OTOP - OTOP - - OTOP

OTOP 3

97

1.

(Leader)

(Creativity)

(Passion)

(Knowledge)

OTOP

98

2.

OTOP (Event/Booth)

OTOP(ModernTrade)

OTOP(OTOPCenter)

OTOP (Distribution

Center)

OTOP (Export)

OTOP

99

OTOP

3.

(Creativity)

(ProductDevelopment)

(Standard)

(Knowhow)

(Story)

100

OTOP

OTOP

OTOP

OTOP

(http://www.thaismefranchise.com

/?p=30723#more-30723)

OTOP

.

- 3

OTOP

-

101

300-400

OTOP

-

8,000

12,000

-

102

- - - OTOP 5 OTOP - OTOP 5 - - - - - OTOP OTOP OTOP

103

Product Knowhow

Development

Creativity

Story

People Leader

Standard

Passion

Creativity

Knowledge

Channel Distribution Center,

OTOP Center, Event/Booth

Modern trade

Export

-

- -

-

- - OTOP 5 - - - - -

- - OTOP 5 - - - -

104

OTOP

(http://souvenirbuu.

wordpress.com//

/, 2548)

OTOP

OTOP

OTOP

OTOP

OTOP

(, 2548)

OTOP

OTOP

105

OTOP

OTOP

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700,000

7,000

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//

, 2548)

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OTOP

OTOP

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Product Knowhow

Product Development

Creativity

Story

Standard

People Leader & Passion

Knowledge

Channel Distribution Center,

OTOP Center, Event/Booth

Export

- - - , , - - , OTOP

- OTOP

- , ,

- OTOP 3-5 - OTOP

109

OTOP OTOP

OTOP ()

-

-

-

110

OTOP ()

-

-

-

-

111

OTOP ()

-

-

-

112

OTOP ()

-

-

OTOP

OTOP

OTOP

OTOP

113

OTOP

1.1 OTOP

OTOP

1.2 OTOP Center

OTOP

OTOP

OTOP

1.3

OTOP (Distribution Center)

OTOP

114

OTOP

2.1

2.2

OTOP

2.3 OTOP

OTOP OTOP

OTOP

119

. (2550). . .. (2548). OTOP . : OTOP OTOP 2552 (2552).(Research.PDF). . (2555). OTOP 2555. : , 3-13. . (2555). , . (2555). .. 2555. : , 6-11. . (2553). . . 4 1. . OTOP 1 . . . . : . , . (2548). OVOP OTOP . : 2548. . (2548). OTOP . , . . (2554). (e-commerce) (OTOP) . 2, .. 2553 .. 2554.

120

. . (24 2555). , 14 . (2552). : OTOP TREND 2009. . : . . (2555). OTOP . , . . (2552). OTOP OTOP . , . . (2550). OTOP . , . (2552). . , .. (2554). (OTOP). : 2 .. (2553). / OTOP. : . OTOP 1. (2555). (Online). Available: http://ictandservices.blogspot.com/2012/04/otop-1.html OTOP 2. (2555). (Online). Available: http://ictandservices.blogspot.com/2012/04/otop-2.html OTOP 1. (2550). (Online). Available: http://www.nidambe11.net/ekonomiz/2007q2/2007may14p2.htm . (2548). (Online). Available: http://library.dip.go.th/multim5/edoc/14205.doc .. 2555 (2555).(Online). Available: www.cddubon.net/Filesdownload/kansan56.ppt OTOP (2010). (Online). Available: http://www.tisi.go.th/index. php?option=com_content&view=article&id=2299:2010-10-12-11-04-19&catid=3: 2010-01-20-03-03-46. (2555). (Online). Available: http://www.dbd.go.th/mainsite/index.php?id=702 OTOP (2555). (Online). Available: http://www.panyathai.or.th/wiki/index.php/Otop OTOP (2553). (Online). Available: http://www.cddlampang.net/ (2554). (Online). Available: http://www.thaitambon.com/OTOP/Info/Info1A.htm OTOP (2009). (Online). Available: http://www.thaigov.go.th/th/news-ministry/item/33054-.html. . (2556). . (28 2556). . Available: http://www.dailynews.co.th/article/7/180816

121

. . (2548). OTOP . (Online). Available: http://www.phongphit.com/ older/content/view/47/2/. (2556). . (Online). Available: http://www.thaitambon.com/OTOP/Info/Info1A.htm.. (2556). OTOP. (Online). Available: http://www.thaiwaysmagazine.com/thailand/thailand_shopping.html. (2544). (Online). Available: http://www.thaitambon. com/OneTambon/Agricultural1.htm 3-5 1. (2552). (Online). Available: http://beyond.library. tu.ac.th/cdm/compoundobject/collection/tuthesis/id/19819/rec/18 OTOP . (2555). (Online). Available: http://www.phongphit.com/2013/index.php 4 OTOP . (2548). (Online). Available: http://souvenirbuu.wordpress.com/// . OTOP (AEC). (Online). Available: http://www.sme.go.th/Lists/EditorInput/DispF.aspx?List=15dca7fb%2Dbf 2e%2D464e%2D97e5%2D440321040570&ID=1760 OTOP . (2555). (Online). Available: http://www.thaigov.go.th/th/governmental/item/6615-.html OTOP 2555 (2555). (Online). Available: http://164.115.23.30/cddReport/rpRegisters.aspx OTOP 2555 (2555). (Online). Available: http://164.115.23.30/cddReport/rpRegisters.aspx OTOP 2555 (2555). (Online). Available: http://164.115.23.30/cddReport/rpRegisters.aspx OTOP 2555 (2555). (Online). Available: http://164.115.23.30/cddReport/rpProducers.aspx! OTOP City 2012 (2012). (Online). Available: http://www.manager.co.th/iBizchannel/ViewNews.aspx?NewsID=9550000152575 OTOP . (2549). (Online). Available: http://www.somkiet.com/OTOP/Article2.htm OTOP . (2549). (Online). Available: http://www.somkiet.com/OTOP/Article2.htm OTOP (2549). (Online). Available: http://www.somkiet.com/OTOP/Article2.htm . (2555). OTOP . OTOP 76 . Available : http://www.thaitambon.com/Presentation/Promo First.htm

122

OTOP . (2547). (Online). Available: http://www.ryt9.com/s/ryt9/135966 OTOP (AEC). (2547). (Online). Available: http://www.sme.go.th/Lists/EditorInput/DispF.aspx OTOP (AEC) (2555). (Online). Available: http://www.sme.go.th/Lists/EditorInput/DispF.aspx?List=15dca7fb-bf2e-464e-97e5- 440321040570&ID=1760 -. (2555). (Online). Available: http://www.isranews.org/reform-the-news-conscience/191-thaireform/ 15717-2012-08-12-16-29-58.html -(2555). (Online). Available: http://www.isranews.org//191-thaireform/15717-2012-08-12-16-29-58.htmlOTOP 5 . (2555). (Online). Available: http://www.thaismefranchise.com/?p=24698#more-24698OTOP in the City (2552). (Online). Available: http://www.bangkokbiznews.com/home/detail/business/business/20090408/ 31901/OTOP-in-the-City.htmlChaweewan Denpaiboon and Kochakorn Amatasawatdee. (2012). Similarity and Difference of One Village One Product (OVOP) for Rural Development Strategy in Japan and Thailand. Faculty of Architecture and Planning, Thammasat UniversityLada Phadungkiati, Kyoko Kusakabe and Soparth Pongquan. (2011). Working for Money or Working for the Group? Community-Based Womens Rural Enterprises in Chainat Province under the OTOP Project. SIU Journal of Management: Vol.1 No.2, December, 2011.Nirunkiat Livkunupakan. (2007). One Tambon One Product Empirical Evidence and Market Orientation from Five Southern Border Provinces of Thailand. RU. Int. J. vol.1(1), 2007.Nobuya Haraguchi. (2008). The One-Village-One-Product (OVOP) movement: What it is, how it has been replicated, and recommendations for a UNIDO OVOP-type project. UNITED NATIONS INDUSTRIAL DEVELOPMENT ORGANIZATION: Vienna. 03/2008.Robert L. Curry, Jr and Kanchana Sura. (2007). Human Resource Development (HRD) Theory and Thailands Sufficiency Economy Concept and Its OTOP Program. Journal of Third World Studies. Vol. XXIV, No.2.Wattanapong Luechoowong and Suntharee T. Chaisumritchoke. (2010). DISCLOSURE OF ONE TAMBON ONE PRODUCT: A TOOL OF POLITICAL POWER. Faculty of Pharmaceutical Science, Chulalongkorn University.Adding Value to OTOP Products and Making Them Better Known Internationally(2555). (Online). Available: http://thailand.prd.go.th/view_news.php?id=6570&a=2Developing OTOP Brands to Bring out the Uniqueness of Thai Community Products (2555). (Online). Available: http://thailand.prd.go.th/view_news.php?id=6570&a=2OTOP Plus: A New Project to Boost Thai Community Products in International Market (2555). (Online). Available: http://thailand.prd.go.th/view_news.php?id=6570&a=2The First Decade of the One Tambon, One Product Program (2555). (Online). Available: http://thailand.prd.go.th/view_news.php?id=6570&a=2

124

OTOP 5

OTOP 5

OTOP 5

OTOP 5

OTOP 5

OTOP ( OTOP 5 4 )

OTOP 2555 OTOP (ISMED)

125

. OTOP

OTOP

CMMU MK14C 5450454

CMMU MK14C 5450431

CMMU MK14C 5450437

CMMU MK14C 5450447

CMMU MK14C 5450443

CMMU MK14C 5450456

..2537

568 otop pocketbook

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