Application of Big Data Technology for Herbal Marketing Strategy and Linking Stakeholders of Herbal Community Enterprise

Abstract

The application of big data technology for herbal marketing strategies and linking herbal community enterprise stakeholders was conducted to examine and analyze the application of big data technology in assessing market trends for strategic planning in the herbal industry and facilitating stakeholder engagement within community enterprises. The objective was to enhance the competitiveness and sustainability of herbal businesses in Thailand. The research involved a comprehensive data collection process focusing on the marketing mix and supply chain of herbal products, using a case study of Charoen Mueang Subdistrict, Phan District, Chiang Rai Province. The methodology included consumer surveys on herbal product preferences, market composition analysis, and in-depth interviews with government agencies providing support to community enterprise herbal producers. A sample of 400 herbal product consumers was utilized in conjunction with big data analysis tools such as UiPath and Google Trends to examine market trends. The findings indicated a consistent pattern, highlighting that promotion was the most critical factor influencing consumer decision-making. The results affirmed that big data analytics could serve as an effective tool for developing marketing strategies and strengthening stakeholder connections within the herbal industry.