Need Analysis of English and Chinese for Communication in the New Business through the Digital Platform of Woven Fabric Group in Phetchabun Province

This research aims to study the context and the need for using English and Chinese for communication in a new business through digital platforms among the weaving group in Phetchabun province. The qualitative research method was employed to collect data through interviews with 20 participants selected by purposive sampling from the Ban Klong Bon Tai weaving group in Chon Dan district, Phetchabun. Participants were chosen based on their active membership, engagement in product creation or sales, and expressed willingness to improve their language skills. The findings reveal that the group members lacked experience in communicating with foreigners and faced challenges in listening and speaking skills in both English and Chinese due to a lack of foundational knowledge and skills in these languages. Additionally, the group expressed a desire to develop communication skills to convey prices, product names, and material details. The research indicated that using language for business communication, particularly in English and Chinese, remains a significant obstacle for local entrepreneurs. It also highlighted ongoing challenges for policymakers and educators in finding methods to enhance language capabilities for entrepreneurs with no prior language background, thereby boosting their competitive potential in the digital economy. The findings suggested that language capability enhancement was critical for local entrepreneurs to expand their markets and boost competitiveness in the digital economy. A comparative analysis with similar studies internationally highlights the significant role of English and Chinese proficiency in entrepreneurial success. Moreover, this study considers the long-term economic impact, such as increased employment opportunities and improved income distribution within the community.