การพัฒนาบทบาทของมหาวิทยาลัยในการสร้างกลไกทางการตลาดสำหรับผลผลิตทางการเกษตร (ผักและผลไม้) ภายใต้สถานการณ์การแพร่ระบาดของโรคติดเชื้อไวรัสโคโรนา 2019 (โควิด-19)

The research study on University driven platform on marketing development for agricultural products (vegetables and fruits) under the pandemic crisis of coronavirus 2019 (COVID-19) with the objectives of research studies as follows: 1. Create a model and marketing mechanism within the university. Can add market value to agricultural products of Phayao Province and 2. Create a model and marketing mechanism within the province and the external market that covers all regions of the country. with the role of the university and adding market value to the agricultural products of Phayao Province The results can be summarized as follows: Farmers income will have total income in all markets in Phayao Province for 5 years (2022 – 2026), a total of 5,255,890 baht, based on the present value (Net Present Value, a discount rate of 3% compared to a good loan) will be worth 4,787,105 baht. Formation and Mechanism have relied on marketing tools (Marketing mix) that consists of Product Price Place Promotion to help in product development and brand building to create recognition and be able to Awareness that if you want to buy vegetables that are safe, high quality, fair prices, must be UP Fresh and Fruit brands and can be bought in many places. both in university and outside the university including online channels, in which the aforementioned mechanism also allows other groups of farmers who have registered for Phayao Provinces safe vegetables to sell through Local Market: Phayao Care. Products are processed under the name of UP Product to create added value and can be sold on multiple platforms An overview of the driving mechanism There must be a process of working together into four parties, comprising policy units. (Phayao Provincial Administrative Organization) Marketing Agency (Phayao Provincial Chamber of Commerce and New entrepreneur network), production departments (farmer groups) and academic and quality inspection agencies (University of Phayao)