大賣場產銷履歷農產品行銷組合之研究-以台中縣市區域為例

A Study of Marketing Mix of the Agricultural Product of Traceability in the Hypermarket – An Example of Taichung County Area

廖晏志(Yen-Chih Liao)

指導教授 ： 凃鈺城 ； 黃文星

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

隨著國內食品毒物事件不斷浮出檯面，產銷履歷制度也因應而生。截至目前為止，產銷履歷農產品僅在大賣場販售，另考量新制度所帶來的不確定因素的影響，本研究採用服務業行銷的7P組合及知覺風險作為衡量要點，配合消費者特殊生活型態考量，欲探討出適合產銷履歷農產品在大賣場適用的行銷組合策略。
本研究發現就產銷履歷制度現況而言，目前高達六成的受訪者仍對產銷履歷制度不瞭解，但亦有超過五成的受訪者對產銷履歷持有正面態度，表示在良好的推廣之下，產銷履歷仍有大好的發展空間。其次，本研究從迴歸分析中得知，行銷7P組合與消費者的購買意願的影響程度前三名分別「推廣」、「產品」及「通路」；知覺風險與消費者的購買意願的影響程度前三名分別為「功能」、「財務」及「時間」，若政府單位及業者可以從上述六個要點著手改善，將有助於產銷履歷制度的推廣，進而達到全面性的食用安全境界。

關鍵字

產銷履歷 ； 行銷7P ； 知覺風險

並列摘要

With the food poisons appearing constantly in our country, the traceability system was born in coordination. So far, because the agricultural product of traceability is selling only in the hypermarket, and we thought about the reason of the effects of uncertainty of the new system, this research used the service marketing 7P mix and the perceived risks as the the weight point. This research wanted finding out the best marketing strategy of the agricultural product of traceability in the hypermarket.
This reseach discovered that as high as 60% participants still don’t understand the traceability system, but also surpasses 50% participants have the positive manner to traceability system at the present situation of traceability. It means the traceability system still has the excellent development opportunities under the good promotion. And this reseach discovered from multiple-regression-analysis that the top three of the consumer''s purchase intention influenced by the marketing 7P mix: the promotion, the product and the place; the top three of the consumer''s purchase intention influenced by the perceived risk: the functional or performance risk, the financial risk and the time risk. If the government and the retailers could improve the six pionts just said, then it helps the promotion of the traceability system. And then it will come to the full of the food safety.

並列關鍵字

traceability system ； marketing 7P mix ； perceived risk

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