การศึกษาปัญหาและความจำเป็นในการเปลี่ยนผ่านจากยุค OFFLINE สู่ยุค DIGITAL ที่ส่งผลต่อการเพิ่มยอดขายของบริษัทที่ประกอบธุรกิจ SME (กรณีศึกษาบริษัท จิตสันติ อินดัสทรีส์ จำกัด)

Abstract

This independent study examines the issues and necessities regarding the transition from the Offline era to the Digital era and its impact on sales growth for an SME (specifically, Jitsanti Industries Co., Ltd.). Employing qualitative research methods, the study involved interviewing individuals responsible for managing this transition. The sample was divided into three groups, and the independent variables analyzed were Digital technology adoption, employee skill development, and change management. The controlled variables included duration, the product, and the Digital platform used. The study evaluated the implementation of an online system for the company's trading operations, specifically at "Level 2" (Digital Enhanced)—a stage characterized by technology integration. The system was piloted over a total period of 25 days, and the results demonstrated that the adoption of Digital technology had a clearly positive impact on the business. Rising sales across a diverse range of products serve as a key factor in clearly enhancing operational, marketing, and sales performance for SMEs. While not every single product may see a sales increase, online ordering and Digital advertising collectively improve customer access to products; this drives higher sales volumes and strengthens sales capabilities in both the short and long term.