國產小包裝非基改黃豆選購因素及行銷策略之研究
-以台糖公司為例

國產黃豆具有新鮮、非基改品種的優勢，近年來隨著國人對健康飲食觀念的提升，以及政府單位為確保糧食供應安全，國產黃豆種植的面積逐漸增加，2013年起台糖公司加入國產大豆生產的行列，台糖品牌知名度高，惟農產品行銷方面較不靈活，故本研究選用台糖小包裝非基因改造黃豆，來探討國產黃豆的選購因素及行銷策略。本研究運用修正式德菲法找出國產黃豆選購及行銷策略的評估指標，以行銷工具組合（4P）作為層級分析法的4項評估構面，依研究結果排序依次為「通路選擇」、「價格策略」、「產品設計」、「促銷方法」，本研究依據構面分析結果提出整體發展應採取「穩中求勝策略」，依各構面結果提出「品質為先策略」、「認知價值策略」、「實境式社群體驗行銷策略」、「多點行銷策略」，台糖小包裝非基改黃豆在行銷策略方面，應維持產品品質的穩定，透過社群媒體進行產品品質的宣稱，提升產品在消費者心中的認知價值，並拓展銷售點提高接觸到不同消費族群的機會。

關鍵字

國產黃豆；選購因素；行銷策略；層級分析法；台糖公司

並列摘要

Taiwan's Soybeans have the advantages of fresh, non-genetically modified varieties. In recent years, people’s increasing concept of healthy eating. The government ensures food security. The cultivation area of Taiwan's Soybeans is gradually increasing. Taiwan Sugar Corporation began cultivating soybeans. The Taiwan Sugar Corporation has high brand awareness. However, the marketing of agricultural products lacks flexibility. Therefore, this study selects Taiwan's soybeans -a case of small packaged Taiwan Sugar Corporation Non-GMO Soybeans to explore the purchasing factors and marketing strategies of domestically produced soybeans. In this study, the research criteria were established based on the revised Delphi method.The four assessment dimensions of the marketing mix（4P）based on the Analytic Hierarchy Process, ranked according to the research results, are "Distribution Channel Selection," "Price Strategy," "Product Design," and "Promotion Methods."Based on the results of the facet analysis, this study proposes adopting a "steady progress" strategy for overall development. According to the results of each facet, strategies such as "priority on quality," "Perceived-Value Pricing," "immersive social experience activities strategy," and "Multichannel marketing strategy" are suggested. In terms of marketing strategy for Taiwan Sugar’s small packages of Non-GMO soybeans. The stability of product quality should be maintained. Promote product quality through social media. Enhance the perceived value of the product in the minds of consumers. Expand sales locations and increase opportunities to reach different consumer groups.