Increasing potential of distribution channels for creative Thai hand-woven textile products in the digital economy

    Supaporn Chai-Arayalert   Affiliation
    ; Ketsaraporn Suttapong Affiliation


The research was to investigate the omni-channel distribution system for the weaving community enterprises. This research was qualitative, utilizing a case study approach. The results identify the limitations of selling creative products only through physical stores, which are unable to respond to customers’ purchasing behaviors and needs. Nevertheless, the online channel alone cannot communicate the delicacy of handmade woven products through digital media since they need to be touched and worn to be fully appreciated. This dichotomy led to the design and development of the first version of the system. The research encourages the weaving community enterprises to widen their market in order to be able to compete in digital economy. It provides valuable practical insights into local weaving community enterprises and their ability to market their creative products in the digital era. This research fills a gap in the literature relating to the customer journey and the integration of distribution channels and sheds light on the need for local weaving community enterprises to adapt to the current market conditions.


Straipsnio tikslas – ištirti daugiakanalę platinimo sistemą, skirtą audėjų bendruomenės įmonėms. Šis tyrimas yra kokybinis, jį atliekant buvo taikytas atvejo analizės metodas. Rezultatai įvardija kūrybinių produktų pardavimo apribojimus vien fizinėse parduotuvėse, kuriose nėra galimybių patenkinti vartotojų apsipirkimo elgesio įpročių ir poreikių. Vis dėlto rankomis austų produktų subtilumo skaitmeninių medijų sąlygomis internetu neįmanoma atskleisti, nes juos reikia paliesti ir padėvėti. Šis dichotomiškumas atvėrė kelią sistemos pirmosios versijos dizainui ir plėtrai. Tyrimu skatinama audėjų bendruomenių įmones plėsti savąją rinką, siekiant konkuruoti skaitmeninės ekonomikos sąlygomis, pateikiama vertingų praktinių įžvalgų apie vietos audėjų bendruomenių įmones ir jų galimybes parduoti savo kūrybinius produktus. Šis tyrimas užpildo literatūros spragas, susijusias su vartotojo kelione ir platinimo kanalų integracija, išryškina vietos audėjų įmonių poreikį prisitaikyti prie esamų rinkos sąlygų.

Reikšminiai žodžiai: bendruomenės įmonė, kūrybinis produktas, vartotojo kelionė, platinimo kanalas, rankų darbo tekstilė, daugiakanalė strategija.

Keyword : community enterprise, creative product, customer journey, distribution channel, hand-woven textile, omni-channel strategy

How to Cite
Chai-Arayalert, S., & Suttapong, K. (2020). Increasing potential of distribution channels for creative Thai hand-woven textile products in the digital economy. Creativity Studies, 13(2), 477-493.
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Sep 4, 2020
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