Özet:

This research tittle "The Balanced Scorecard Management of New Paradigm Agriculture in Tumbon Sankrang, Sankampang District, Chiang Mai Province" is qualitative research. The purpose of this study is to survey the implementation of agriculture the group, develop the balanced scorecard concept and also to evaluate this paradigm into practice by using par-study method between both the researcher and agriculture members. Data was collected by focusing this member and also target market using a balanced scorecard process. This research result was a benefit for group implements follow by the balanced scorecard concept including financial perspective, customer perspective, internal process perspective and learning and growth perspective. This result provided the group implement composed the strategy analysis, setting their missions, vision, and management. This agriculture aimed 2 projects and 2 activities which they able to implements. The researcher proposed suggestion that this group should be managing their group rely on the continuity of the accounting system and financial system or set the fundraising for their group and also developing product packaging which suitable for the new target customer, improve marketing channel by using social network marketing strategy. Moreover, the Sankrang Municipality should use more networking channels and support.

Anahtar Kelimeler: