- 期刊
- OpenAccess
甜柿宅配行銷之探討
Evaluation on Home-delivery Marketing of Non-astringent Persimmon
摘要
甜柿宅配行銷是一種透過流通業者將甜柿經由平面廣告文宣，直接販賣給消費者，並提供送貨到府服務，或是由農民直接在自宅、果園接受顧客以電話、傳真、網路等方式訂購產品，並提供送貨到府的配銷服務。相較於傳統農產品運銷通路中農民是價格接受者，隨著市場價格波動起伏不定，宅配行銷對生產者與消費者創造之優勢為1.減少中間商轉手次數，直接接觸消費者成為價格決定者，果農實得價格提高；2.多樣化的通路可供果農選擇，調節市場供貨量；3.有助於品牌形象建立，產品採收後，宅配業者快速送達消費者手中，產品新鮮度高；4.宅配業者有提供代收貨款服務，解決顧客匯款風險，及果農核對催收之收款問題。但因甜柿宅配近四年來才廣為果農採行，有許多問題尚待克服，為期提昇農民甜柿宅配行銷之能力，使生產者與消費者共蒙其利，建議未來之努力方向1.提升生產管理技術，強調果品㈵性；2.落實分級與品質管理；3.改善包裝設計；4.靈活運用促銷活動；5.選擇目標市場與掌握消費者習慣；6.共同配送降低成本。
並列摘要
Home-delivery marketing is the system that distributor sells the products through home-delivery service directly to the consumer. The producer also could receive the order through telephone, fax and internet and deliver the products directly to consumer's home. Compare the traditional marketing channel with home-delivery marketing, the farmer is the product price acceptor rather than the negotiator. The home-delivery marketing creates the advantage both for producer and consumer: 1. Reduce the marketing channel, the consumer decides the product price, the farmer receives higher profit. 2. Multiple marketing channel for grower and regulates the amount of supply. 3. Helping to establish the image of brand name. The rapid delivery of product from farmer to consumer, improves the freshness of product. 4. Home-delivery provides the service of payment on receiving, reduces the risk of remittance and enhances the payment collection. The home-delivery of non-astringent persimmon adopted by farmers only four years, there are some problems to be resolved. In order to increase the home-delivery marketing ability for sweet persimmon farmers, the following strategies are recommended: 1. Enhancing the production and management techniques to produce high-quality fruit. 2. Strengthen the grading and quality control. 3. Improving the package design. 4. Increase sale-promotion activities. 5. Select target market and understand the consumer's habit. 6. Joint distribution to reduce the production cost.