Application of science and technology to improve the competitiveness of traditional craft villages in the context of modernization and industrialization in Vietnam

Bui Viet Hoang ORCID: 0000-0002-3990-4467 PhD in Sociology Lecturer; Faculty of the Institute of Construction and Transport Architecture; University of Thu Dtitute of Construction and Transport Architecture; University of Thu Dau Mot Postgraduate student; Faculty of Sociology and Social Technology; Volgograd State University 100 Universitetskiy str., Volgograd region, 400062, Russia buihoangviet911@gmail.com Other publications by this author

Introduction

Traditional craft villages are communities specializing in the production of handicrafts reflecting the cultural identity and unique technologies of each locality. Traditional craft villages are not only a place of production of handicrafts, but also a space for preserving the unique cultural, historical and technical values of each nation. Each craft village is often associated with a specific craft passed down from generation to generation, which creates a unique identity for each region. Handicraft villages' products are often highly artistic, demonstrating the ingenuity, creativity and spirit of skilled workers. In Vietnam, traditional craft villages play an indispensable role in cultural and economic life. Craft villages are not only the main source of income for many communities, but also make an important contribution to the preservation of intangible cultural heritage. In particular, in the context of modernization, craft villages are also a symbol of the connection between tradition and innovation: many products are being improved to better meet the needs of the market, while maintaining their value. Therefore, the preservation and development of artisan villages is not only the protection of national identity, but also a sustainable development strategy that helps traditional values survive and develop in the future.

The application of science and technology in craft villages significantly improves production efficiency, quality control, and access to markets. The integration of modern tools and techniques allows artisans to improve their skills while maintaining traditional techniques. This synergy of technology and handicrafts is evident in various initiatives aimed at developing local communities. Training programs, such as those implemented by Nasyiatul 'Aisyiyah, introduce participants to Android-based applications for craft production, which allows them to achieve a 79.58% assimilation rate among participants (Hidayah et al., 2022). These programs allow artisans to produce higher quality products. Virtual simulation technologies are used to ensure product quality and protect traditional crafts from counterfeiting (Nofiardi, 2023).

The growth of digital marketing and entrepreneurship strategies, especially through the use of IT technologies, provides small and medium-sized enterprises in the craft industry with the opportunity to expand their market and increase sales (Aviyanti et al., 2022). Online marketing and product presentation training equips artisans with the necessary skills to compete successfully. A study by Debby et al. (2022) focuses on improving technological competencies through learning how to use the Hand Craft application within the framework of Nasyiatul 'Aisyiyah programs. The results show that the introduction of technology improves the skills and productivity of artisans, as well as stimulates creativity and facilitates access to new markets. Santoso et al. (2023) emphasize the role of technological innovation in increasing productivity in small craft enterprises in West Java. The use of modern technologies not only improves productivity, but also minimizes the loss of raw materials.

Nofiardi (2023) and Jiang (2020) emphasize the importance of virtual reality (VR) technologies in preserving and developing traditional crafts. VR technologies not only preserve cultural values, but also create new interactive experiences that attract the attention of young people and international clients. Gao et al. (2022) investigated the use of nanoceramic materials in the design of modern handicrafts, which opens up opportunities for the production of durable, aesthetically pleasing and environmentally friendly products. Muhammad et al. (2023) proposed an innovative "Mirror Painting" concept in Chipete village, Sereng, Banten. This product combines artistic value with practical application, meeting the demands of the modern market.

Rane et al. (2016) have developed an innovative business model to enhance the marketing strategy of handicrafts in Northeast India. This model encourages artisans to participate in collective communities in order to optimize resources and strengthen their presence in international markets. Hasanov (2015) focuses on the role of biochemical research methods in the preservation and analysis of traditional handicrafts in Ganja. These methods help to better understand the historical and cultural value of the products, as well as contribute to their restoration and protection of traditional techniques.

Taken together, research shows that the use of technology and innovation is a key factor in the development of the craft industry in modern conditions. The combination of traditional values and modern technologies not only increases productivity, but also expands market opportunities, promotes cultural preservation and increases the artistic value of handicrafts. Despite the advantages of technological integration in craft villages, it is important to maintain a balance between innovation and traditional methods in order to ensure the preservation of cultural heritage and the successful adaptation of artisans to the requirements of the modern market.

The products of industrialization have created strong competitive pressure on the traditional craft industries in the craft villages. Therefore, the application of science and technology in production and business processes is necessary for traditional craft villages not only to survive, but also to develop sustainably. Recent research highlights that the use of technology in traditional crafts can help increase productivity and improve product quality. Science and technology also play an important role in expanding the market through e-commerce channels. An article by Aunzu et al. (2024) examined the use of blockchain technology in the management of handmade products in order to protect the authenticity and transparency of products, while increasing efficiency and reducing the number of counterfeits. Meanwhile, Campillo and Silva (2023) explain that automation and robotics help to improve industrial processes, increase productivity and product quality. Other articles, such as those by Vakulchikova et al. (2020) and Yadav et al. (2023), focus on using digital marketing and innovation to enhance the competitiveness of traditional craft villages. Research shows that digital platforms can help create products in global markets and create brands. Meanwhile, Rotre and Eisenbart (2021) are exploring how 3D printing technology can help artisans create crafts that combine traditional and digital technologies to enhance creativity. The article by Nguyen and Le (2014) examines the development of lacquer production in Vietnamese artisanal villages, gives an idea of the factors that contribute to and hinder the development of this industry. Finally, Song et al. (2019) focuses on the preservation of Chinese lacquer art through direct transmission and modern conservation techniques, helping to preserve the traditional cultural value of each product in the context of the speed of technology. The above-mentioned studies have confirmed the argument that the application of science and technology in handicraft industries not only helps optimize production processes, but also opens up many opportunities for the sustainable development of traditional handicraft villages in the context of industrialization and globalization.

In this study, a typical example would be the traditional Tuong Binh Hiep village, engaged in traditional lacquer crafts, in Binh Long Province, Vietnam. It is a traditional craft village, famous for its lacquer products for over 300 years. Thanks to unique artisan technologies, the artisans of Tuong Binh Hiep artisan village use natural materials such as eggshells, tarragon and silver leaf to create exquisite products with high artistic value. Tuong Binh Hiep Lacquer Craft Village has gone through many stages of development, which has led to changes in production technologies and consumption markets. However, these changes also create problems in preserving the traditions that make up the identity of artisan villages.

Considering the above issues, the purpose of this study is to evaluate the effectiveness of applying science and technology to improve production processes, improve product quality, and expand markets to help craft villages in Vietnam become more competitive in today's economic environment.

Methodology and methods

In traditional studies of artisan villages, the methodology should combine theoretical principles and interdisciplinary approaches to ensure complexity. The historical and cultural approach helps to deeply understand the context of the formation and development of the profession, analyzing the process of changing cultural values over time. At the same time, a systematic approach is used to assess the role of traditional occupations in relations with society, the environment and the economy. In addition, the structural and functional approach plays an important role in analyzing the elements that make up artisan villages, from production technologies to social organization, in order to identify the core values that help artisan villages to exist and develop. In the context of technological integration and innovation, the sustainable development approach is used to explore how to apply science and technology without compromising cultural identity. Finally, the integration of an international comparative approach makes it possible to compare traditional occupations in different cultures, thereby learning lessons both for preserving heritage values and for increasing competitiveness in the global market.

This study uses the analysis of secondary documents and in-depth interviews. The analysis of secondary documents helps to assess general trends in the application of science and technology in traditional professions, and direct interviews provide detailed information about the experience of employees and feedback on the transition and application of science and technology. The secondary documentation sampling process focuses on research documents, scientific reports, as well as domestic and international articles related to the application of science and technology in traditional craft villages. The main criteria for selecting documents include: authoritative source, relevance, publication date for the last 10 years. After selecting the documents, the stages of qualitative analysis are carried out as follows: the documents are classified according to the main topics such as automation, e-commerce and production management in order to identify the technological groups that stand out in the craft village. These documents are then compared and compared with the context of craft villages in Vietnam to draw appropriate conclusions. The content of the study will be analyzed by topic, it helps to classify information on major topics such as improving production processes, improving product quality, expanding markets..., which clarifies general trends and important factors in the application of science and technology to increase the competitiveness of traditional craft villages in Vietnam.

The experimental research base was created by the author using the author's questionnaire entitled "Assessment of the degree of influence of science, technology and e-commerce on the activities of the Tuong Binh Hiep lacquer craft village". The study was conducted in September 2024. The sample size was 104 people, and the sample type was continuous. According to the Tuong Binh Hiep Commune People's Committee, in 2024, there were only 36 business entities (including enterprises, companies, and households) in the commune engaged in the production of traditional handmade lacquerware. The total number of employees was 297 people.

In this regard, the author conducted a survey among all 36 business entities that continue to produce lacquer products, covering 104 people out of a total of 297 employees. The total population of the study, consisting of 297 people, is relatively small, so a sample of 104 people (about 35% of the total population) is considered reasonable. This is especially important if the purpose of the research is to collect high-quality information through interviews or detailed surveys.

Discussion of the results

The experience of applying science and technology of traditional craft villages around the world

Using the secondary data analysis method, the following results were obtained during the study:

The article "The blockchain system of things for managing handmade products in the cultural industry" offers a fresh look at how to implement blockchain technology to solve problems in managing handmade products. This is an innovative direction in preserving cultural values by ensuring authenticity, transparency and data security. The main advantage of the research is the clarity of the decentralized system, which helps to reduce the time needed to verify and add product information, while increasing the reliability of the product's origin. However, the disadvantage is higher transaction latency, which highlights the challenge of balancing performance and scalability. The research has high practical value and is suitable for the context of globalization, where counterfeit goods are widespread and buyers demand transparent information. The research makes a significant contribution to increasing the competitiveness of the handicraft industry in the international market.

The study "Access to Digital Marketing as a Source of Competitiveness in Traditional Vietnamese Craft Villages" highlights the important role of digital marketing in increasing the competitiveness of traditional craft villages in Vietnam, opening up expanded global markets and building international brands. Digital platforms such as e-commerce and social media help craft villages attract potential customers and add value to products. However, this study lacks a detailed analysis of the difficulties faced by traditional craft villages in the transition to digital marketing, such as the lack of technological infrastructure in many rural areas.

The article "Embeddedness at various depths: the interaction between rural e-commerce Entrepreneurs and the local political and economic context of China" examines the interactions between rural e-commerce entrepreneurs and the local political and economic contexts of the locality in China. One of the advantages of the research is the application of the theoretical basis of "embeddedness" to analyze complex social and economic relations in a business environment. This analysis system provides a better understanding of how rural businesses integrate into the local social and political context to achieve success. However, the article may be limited by the lack of an in-depth analysis of the difficulties of using e-commerce in areas with poor infrastructure and economic differentiation in rural areas.

The article "Additive Manufacturing – the Possibilities of Digital Artisans" explores the impact of 3D printing technology on artisans in the craft industry. The advantage of the research is that it expands the horizons of 3D printing in enhancing the creativity and productivity of artisans, especially in the combination of digital and traditional crafts. The research also provides a glimpse into how this technology can recreate and create unique handmade products. However, one disadvantage is that the study did not delve into the technical and financial barriers that artisans need to overcome when accessing 3D printing technology, especially in developing countries.

The article "Sustainable Business Solutions for Traditional Handicrafts in the Northwestern Provinces of Vietnam" evaluates sustainable business solutions for traditional handicrafts in the northwestern provinces of Vietnam. The advantage of the research is to develop specific strategies that will help craft villages maintain sustainable development while protecting the environment and improving product quality. However, research may lack information on how to put these solutions into practice, especially in the face of financial challenges and changing consumer habits.

The results of the study "Entrepreneurship in India's Handicraft Industry Supported by Digital Technology and Innovation during Natural Disasters" highlighted the impact of digital technology and innovation on India's handicraft industry in the face of natural disasters. One of the strengths of the study is to explain how craft enterprises can use digital technologies to maintain their operations and recover from natural disasters, thereby contributing to the development of this industry. However, the disadvantage is that the article may not have fully taken into account the difficulties of maintaining artisanal production in the face of a prolonged crisis and the effects of climate change.

The article "Preserving Cultural Heritage Embodied in Traditional Crafts in Developing Countries: The Case of Pakistan's Handicraft Industry" examines the preservation of cultural heritage in the traditional handicraft industry in developing countries using a case study of the Pakistani handicraft industry. One of the strengths of the study is that it highlights the importance of traditional crafts in preserving culture and creating economic opportunities for local communities. The article also highlights issues such as the loss of craft skills, competition from industrial products, and the lack of official support for the preservation of traditional crafts. However, the disadvantage is that the document lacks an in-depth analysis of specific ways to implement the proposed policy in practice, especially in the face of the challenges of globalization and changing consumption habits.

The article "The development of lacquer production in traditional craft villages of Vietnam" analyzes the development of lacquer production in traditional craft villages of Vietnam. One of the strengths of the study is to provide an overview of the development of traditional occupations in the context of modernization and industrialization, as well as factors that contribute to and hinder the development of lacquer production. However, the article may lack research on the impact of the use of modern technologies on this craft industry and the difficulties of preserving traditional values when the market changes.

The study "Observing Intangible Cultural Heritage: The Living Transmission and Sustainable Development of Chinese Lacquer Art" focuses on the preservation and sustainable development of Chinese lacquer art through traditional forms of transmission and modern conservation methods. The great advantage is that this research not only pays special attention to conservation, but also strives to preserve cultural values through creativity and the use of new technologies. However, the weakness of the article is the lack of in-depth consideration of the specific problems that lacquer art faces in the context of rapid technological changes and the transition from generation to generation.

All of the above articles explore important aspects of the application of technology and innovation in the traditional craft industry for sustainable development and increased competitiveness. Despite the strengths of introducing new methods and technologies, research also demonstrates some shortcomings in solving practical problems faced by craft enterprises and artisans.

The results of the analysis of the interview data

The study sample included 104 people, all of whom work in the lacquer-making village of Tuong Binh Hiep. They were selected using the stratified sampling method to ensure representativeness. The sample reflected diversity by age, level of education, and experience using digital technologies. In particular, 60% of the sample are craftsmen directly involved in the production of lacquers (62 people), 25% are business owners or managers (26 people), and 15% are product sales or marketing specialists (16 people). The age group is dominated by the group of 31-50 years old - 55% (57 people), followed by the group over 50 years old - 25% (26 people) and the group of 18-30 years is 20% (21 people), in which the younger group is mainly involved in the stages of management and business development. This approach not only ensures the representativeness of professional and age strata, but also helps to collect a wealth of information to achieve the goals of the study. In addition, Vietnam's general education system includes three levels: elementary school (5 years, grades 1 to 5) for students from 6 to 11 years old with an emphasis on basic subjects such as mathematics, Vietnamese and science; Secondary school (4 years, grades 6 to 9) for students aged 11 to 15, expanding subjects such as foreign languages and biology; and high school (3 years, grades 10 to 12) for students aged 15 to 18, offering advanced and career-oriented subjects. After each level, students take the final exam and can continue their studies at the university or vocational training.

As for the level of education, 50% of the participants have secondary to high school education, 40% have higher or higher education and 10% have postgraduate education, mostly people working in the field of management or marketing. As for the experience of using digital technologies, 30% have no experience using digital tools, they are mostly elderly craftsmen, while 45% have basic experience working with commercial platforms, electronics and social networks, and 25% have the opportunity to deeply use technology in areas such as website creation. and SEO optimization. This research sample mainly focuses on Tuong Binh Hiep nail polish making village, one of the famous traditional craft villages in South Vietnam, where handmade lacquer products are exported to the international market.

During the survey and analysis of secondary documents about the Tuong Binh Hiep traditional lacquer artisan village in Binh Zyong Province, the study made important observations about the impact of science and technology on this craft village. In particular, as follows:

Table 1: Consensus statistics on the role of science and technology in the development of artisanal villages

Technology efficiency

• Labor productivity growth:
• 60% noted that labor productivity increased 5-7 times.
• 30% stated that productivity increased 8-10 times.
• 10% indicated that there had been no significant changes.
• Reduction of production time:
• 55% of respondents noted a 50-60% reduction in production time.
• 35% recorded a time reduction of more than 60%.
• 10% did not notice any significant changes.
• Product quality improvement:
• 70% believe that technology contributes to the improvement of product uniformity and quality.
• 20% noted that the quality of the products remained at the same level.
• 10% are concerned that technology reduces the artisanal nature of products.

The results of the statistical table show that technological improvements have had a significant positive impact on the traditional lacquer production process in the Tuong Binh Hiep handicraft village. Increased labor productivity is one of the most noticeable advantages, 80% of the survey participants agree with this. The use of machines in processes such as coating and grinding has helped speed up production and improve precision, contributing to increased human labor efficiency. 73% of the respondents agreed with the criterion of reducing labor costs, which is another important achievement. Automation not only helps to reduce the complexity of manual processes, but also creates conditions for the concentration of human resources on creative tasks and quality control. The use of the new coloring technology, which had a 71% approval rate, significantly reduced the percentage of defective products from 8% to 3%, while increasing their durability and resistance to harsh environmental conditions.

Similarly, nanocoating technology was highly appreciated by 74% of the survey participants due to its ability to enhance the aesthetics and durability of the product, especially scratch resistance. 3D printing and CNC cutting, which have received 73% approval, help to improve product design, while reducing effort and time at complex stages. Finally, the improvement in product quality and competitiveness (77% and 78%, respectively) shows that technological improvements have helped lacquer products not only meet international standards, but also easily enter the high-end market. These results confirm that technological transformation not only improves the production process, but also increases the value and competitiveness of the traditional craft village of Tuong Binh Hiep.

The residents of Tuong Binh Hiep Lacquer artisan village have different views on the application of technology and the development of the craft village towards modernization. Some veteran craftsmen believe that using machines at certain stages, such as cutting and polishing, helps to increase productivity and reduce labor costs. In interviews with workers from Tuong Binh Hiep lacquer craft village, many people highlighted the clear changes that science and technology have brought to the production process. Modern technologies have helped to increase efficiency and improve product quality. Some craftsmen said, "Using machines in the painting process helps me save a lot of time and effort. Labor productivity has increased by about 25%, thanks to the ability of the machines to work continuously and continuously." They also shared, "We no longer need to do all the steps manually like before. The use of grinders and paint sprayers helps products achieve a more uniform quality." Modern machines also help to reduce physical exertion: "Modern machines not only speed up work, but also reduce our physical exertion during the work process." UV paint and nanocoating technologies are used, which ensures the environmental friendliness of the product: "The use of UV coating technology has helped the product become more durable, scratch-resistant and better withstand the effects of weather conditions." "We use nanocoating technology to make the surface of the product smoother and more beautiful. This is very important for competition in the international market." Thanks to 3D printing technology, designing small parts becomes easier: "Thanks to 3D printing technology, designing small and complex parts becomes much easier, and we can be creative. Create unique products." Thanks to the auxiliary equipment, the product becomes uniform and minimizes errors: "The machines significantly support the grinding process, helping to minimize errors in the manual production process." New technologies not only increase productivity, but also help to save labor costs and increase competitiveness: "The application of machines not only helps to increase productivity, but also helps us to save labor costs and increase competitiveness." However, they are concerned that the products may lose the handmade value that international buyers value. In live interviews, some artisans from the Tuong Binh Hiep craft village shared their special opinions on the use of technology in production. An artisan with over 30 years of experience said: "Machines help to increase productivity, but if they are abused, I am afraid that the product will lose the soul of the craft. Every work should have its own footprint." An experienced varnishing master said: "Technologies like paint sprayers or polishing machines save a lot of time, but you have to know how to use them properly. it is a unique characteristic of the profession." The owner of a large manufacturing plant in the village shared: "With production management software, we can better control materials and products, reduce waste, and save costs. I believe that technology supports the profession, but it cannot replace skill." These comments demonstrate the careful attitude of artisans towards technology. They strive to harmoniously combine modern elements and traditional values in order to lead the craft village to sustainable development in a new era.

The use of technology has brought many practical benefits, such as increased productivity, reduced labor costs, and savings in production costs. Technologies such as paint sprayers, polishing machines, and production management software are helping to make the production process faster and more efficient, helping craft villages quickly meet the needs of domestic and foreign markets. However, the concerns of artisans that the products may lose their craftsmanship also raise the important question of how to properly and selectively apply technology in order to preserve the identity of lacquer art. One of the factors determining the success of applying science and technology in craft villages is constant investment in technology, as well as increasing awareness of enterprises and skilled workers about the benefits of technology. Therefore, it is necessary to train high-quality human resources, because the training and advanced training of artisan village workers is an extremely important factor. It is necessary to promote short-term training programs on machine skills, production management software, and new technologies. In addition, cooperation with universities and research institutes in organizing advanced science and technology classes will help traditional craft villages to update new knowledge and methods. If a traditional culture stops using traditional production methods such as manual labor, this does not necessarily lead to the loss of its "traditional" character, since cultural values, art and identity are preserved in the product. Innovations in production technologies can be considered as part of the process of adapting to modern needs, while simultaneously increasing production efficiency and competitiveness. Traditional craft villages, despite the use of new technologies, can still preserve their traditional nature if they retain basic elements such as characteristic production methods, traditional design, and the historical and cultural significance associated with the product.

Another very important aspect is that e-commerce platforms have helped traditional artisanal village products significantly expand customer reach. Through the support of e-commerce channels, artisanal rustic products such as ceramics, precious woods, and lacquerware have reached customers in markets such as Europe, America, and Japan. The e-commerce revenues of many craft villages have increased compared to the previous period. The use of digital platforms also creates conditions for craft villages to promote their product brands internationally, as well as builds customer trust by providing detailed information about the manufacturing process, the origin of raw materials, and environmental factors in the products.

Besides selling through e-commerce platforms, craft villages have also invested in digital marketing to attract customers through social media. Facebook Instagram and TikTok marketing strategies through social media have helped many craft villages to visually and vividly promote their products, attracting the attention of young customers and consumers from all over the world. Creating private websites with optimized content is also an integral part of the market expansion strategy. Many craft villages have set up professional multilingual websites to attract international customers, thereby increasing brand awareness and sales.

Table 2: Consensus statistics on the role of e-commerce in the development of craft villages (Sample size: 104)

The effectiveness of market expansion through e-commerce

• Sales growth:
• 65% noted a 30-40% increase in revenue due to e-commerce.
• 20% recorded income growth of less than 20%.
• 15% did not see significant results due to a lack of digital marketing skills.
• Increasing the number of international orders:
• 50% reported that the number of international orders had doubled.
• 30% noted a 2-3-fold increase in orders.
• 20% did not register any noticeable changes.
• Brand promotion effectiveness:
• 80% believe that e-commerce helps to increase brand awareness.
• 15% noted that the impact on brand promotion is not yet obvious.
• 5% do not use online channels for promotion.

The statistical results from the above table show a high consensus among the residents of Tuong Binh Hiep craft village regarding the role of e-commerce and digital marketing in the development of traditional craft villages. Customer coverage around the world is the criterion that has received the most agreement, with an overall agreement rate of 83%. The use of platforms such as Amazon, Alibaba, and Etsy has greatly expanded the market, helping craft products reach international customers, thereby increasing revenue. The criteria for building a global brand were also highly appreciated, 81% of the survey participants agreed with this. Digital platforms not only support promotion, but also help to make production processes and sustainability factors transparent, thereby strengthening the trust of international customers.Instagram Facebook, Instagram and TikTok have become effective channels of promotion, especially in attracting the attention of young and international products. The criterion of reaching customers through social networks received an 83% approval rate, which shows that platforms such as Facebook, Instagram and TikTok have become effective channels of promotion. Intuitive and dynamic social media marketing strategies help artisan village products reach and interact with customers easily. Finally, website creation and SEO optimization received 81% approval, which confirms the importance of having multilingual websites and optimizing content to increase customer accessibility. This is a key factor in helping to increase brand awareness and increase online sales.

Overall, these results reflect people's positive awareness of the use of digital technologies in the development of craft villages, creating great opportunities to expand the market and increase the value of products.

Residents of Tuong Binh Hiep artisanal village shared specific details about expanding international markets through e-commerce and digital marketing. Many employees shared, "E-commerce platforms like Amazon and Etsy help our products reach international customers. We see revenue growth of 20-30% compared to the previous one." Instagram Instagram Facebook Facebook sales through social media, especially Facebook and Instagram, help attract young and international customers: "Sales through social media, especially Facebook and Instagram, have helped us attract a lot of customers. young and international clients." Digital marketing strategies also make it easier to find customers: "Our website is easier to find, international customers can easily access our products and information." Some owners of manufacturing enterprises stated: "We have invested in creating a professional sales website, and this has helped to significantly increase revenues, especially in foreign markets," Social Media. The festival not only helps to increase brand awareness, but also creates opportunities to attract potential customers." in elite markets." Some other opinions: "Digital marketing strategies help Lacquer craft village products reach a wider audience of buyers not only domestically but also abroad," "E-commerce is changing the way sales are done, making products easily accessible to international customers without having to rely on agents." These responses show that e-commerce and digital marketing have opened up many new opportunities for the lacquer craft village, helping to increase business efficiency and expand the market. The young craftsman said: "Previously, our products were mainly sold to domestic buyers or through small agents, but thanks to e-commerce, we can sell directly to international buyers through online platforms, rustic lacquerware reaches buyers in the United States and Europe." The owner of the production facility also shared: "By placing products on international marketplaces, we realized that online advertising helps to significantly increase brand awareness. However, we need to invest in images, videos, and product stories to attract foreign customers." In addition, many other artisans see digital marketing as an opportunity to tell the story of Vietnamese lacquer art, helping customers understand the cultural value of the product. However, they also stated that the challenge is to invest in technology and digital skills to fully exploit the potential of these sales channels.

From the above opinions, it can be seen that the use of digital technologies such as e-commerce, digital marketing, and software supply chain management is necessary and has proven effective in increasing the competitiveness of craft villages. The Government, community organizations and authorities need to coordinate their actions to organize seminars and training programs to raise awareness and opportunities to apply digital technologies in traditional craft villages. In addition, one of the effective solutions is to promote close ties between traditional craft villages and technological enterprises. Craft villages need to cooperate with technology enterprises to obtain technical support and technology transfer. This collaboration will help craft villages to apply technological solutions appropriate to the scale and actual conditions of production, while ensuring the efficiency and sustainability of the production process. The Government needs to encourage cooperation models between craft villages, technology enterprises, and community organizations. These joint projects will help to develop technological infrastructure, creating favorable conditions for traditional craft villages to access modern technologies and their application. In addition, the application of modern management models or the improvement of technology does not transform craft villages into small companies similar to industrial enterprises, as craft villages still retain craftsmanship, community attachment and intangible cultural values. Instead of being opposites, tradition and modernity can go hand in hand, creating products that are both heritage and meet the tastes and demands of the global market. It is this combination that allows traditional craft villages not only to survive, but also to actively develop in conditions of economic integration.

Discussion of the results obtained

The application of science and technology in the production process in the TươNg Bình HiệP lacquer village has led to impressive results, especially with an increase in labor productivity and a 5-10-fold reduction in production time, while sales have increased by 35-40%. These results not only reflect the positive impact of technology, but also raise many important issues for discussion. In addition, there are problems that need to be solved to optimize the development potential.

Clear economic benefits. Based on survey data and real interviews, it was found that the use of science and technology has significantly improved labor productivity and reduced production costs. A 5-10-fold increase in productivity not only allowed the village to meet the growing market demand, but also increased its competitiveness. Artisans who previously had to create products manually within a few days can now complete similar work in a much shorter time with the help of technology. E-commerce, an integral part of the era of globalization, has opened the doors to international markets. According to local residents, research has shown that a 35-40% increase in income through online channels is a clear indication of the effectiveness of digital platforms. It also helped promote the traditional cultural values of the village to an international audience.

Problems that need to be solved. However, it must be admitted that there are still significant obstacles in the process of applying technology. One of the most pressing issues is the initial cost of the investment. Small producers with limited financial resources have difficulty accessing modern equipment or advanced production management software. In addition, the skills of working with technology and digital marketing of some artisans still do not meet the required level. Based on the interviews I conducted, I found out that the lack of knowledge about e-commerce did not allow some manufacturers to fully unleash the potential of this channel. Another issue that needs attention is how to increase productivity while preserving artistic value. The use of automated machines can reduce the uniqueness of each product, which is especially appreciated by high-end and international customers. Therefore, the village should consider the possibility of applying technology only in those stages that have less impact on manual work, for example, on the preparation of materials or surface finishing, while the creation of forms and decorative work should remain with the artisans.

The role of policy support and training. To achieve such significant growth, it is necessary to receive support from authorities and organizations in the form of providing capital, training in technological skills and digital marketing for artisans. In particular, the creation of a support system that will help small production enterprises effectively apply technology is extremely important.

1. Financing policy and preferential loans for small producers to invest in technology

Small production farms in the TươNg Bình HiệP lacquer village often face difficulties in accessing capital to invest in modern equipment. Therefore, it is necessary to introduce subsidy policies and preferential loan packages, such as:

• Low interest rate support or interest-free loans specifically for small manufacturers who wish to purchase automated machines, coatings, or production management software.

• Direct grants from local authorities or non-governmental organizations aimed at improving the material and technical base of small producers.

• Public-private partnership programs in which large companies or commercial banks act as co-financing parties to increase the sustainability of support sources.

The implementation of these support packages will not only accelerate production modernization, but also create a level playing field for small producers to participate in broader markets.

2. Digital skills training and competence development program in digital marketing for artisans and small producers

Digital skills training plays an important role in ensuring that production facilities and artisans not only know how to use technology, but also can effectively use e-commerce opportunities. Training programs should focus on:

• Using e-commerce platforms: Instructions for artisans on product placement, content optimization, and order management on platforms such as Shopee, Lazada, Etsy, or Amazon.

• Digital marketing and online brand building: Training in social media management skills, creating ads on Facebook, Google, and developing product marketing strategies.

• Data Management and Market analysis: Training in the use of analytical tools to better understand customer needs and market trends.

• Multilingual Training: Helping artisans learn basic communication skills in English or other languages to improve international transactions.

These courses should be free or low-cost, combining face-to-face and online learning to increase accessibility.

The impressive results from the application of science and technology show the powerful potential for the development of the TươNg Bình HiệP lacquer village. It can be argued that the application of science and technology and e-commerce is an unavoidable and effective way for traditional craft villages, including the TươNg Bình HiệP lacquer village, to survive and develop in a globalized environment. However, in order to maximize these benefits, it is necessary to find a balance between increasing productivity and preserving traditional values, as well as paying attention to sustainable development and improving skills in entering international markets. In order for these benefits to truly become comprehensive, it is necessary to overcome current barriers through specific support strategies aimed at sustainable development in economic, social and environmental terms. This will help the village not only to establish its position in the domestic market, but also to expand its reputation in the international arena.

Conclusions

Some general conclusions can be drawn from the above research results:

Firstly, the use of modern technologies in production has brought many obvious advantages, such as increased productivity, reduced labor costs, and savings in production costs. New technologies such as automated equipment and management software are helping to increase production efficiency while meeting the needs of domestic and foreign markets. However, preserving identity and craftsmanship is still a challenge that requires careful consideration, ensuring that technology is applied correctly without losing the uniqueness of traditional products.

Secondly, the development of e-commerce and digital marketing has opened up great opportunities for the penetration of traditional handicrafts into the international market. Many artisans, especially young people, have realized the power of online platforms not only in selling, but also in promoting cultural and traditional values. However, to maximize the benefits of these tools, it is necessary to invest in digital marketing skills and improve the quality of images and videos to attract customers.

Ultimately, the sustainable development of traditional craft villages requires a combination of modern technology and the preservation of traditional culture. The use of technology must be carried out harmoniously and carefully, so as not to lose the unique value of craftsmanship. Local governments and organizations need to support craft villages in accessing appropriate technology and digital skills training for artisans, helping to preserve traditional identity in the digital age. The combination of tradition preservation and technological innovation will help craft villages to continue to develop and establish their positions in the global market.