- 學位論文
沉香產業的發展歷史及趨勢
The History and Development Trend of Argarwood Industry in Taiwan
摘要
本研究目的為瞭解沉香產業的發展歷程及研究者本身行銷沉香方式，透過質性研究之文件分析法、行動研究、訪談法等瞭解臺灣沉香產業之現況，並透過行銷7P模式分析研究者販售沉香產品之行銷方式。研究結果發現臺灣目前使用的沉香產區其先以惠安系為主、星洲系為輔；然而，近期由於產區資源耗絕，反而以星洲系為主，惠安系為輔。由於沉香的使用範圍日廣，提煉沉香萃取香精為一大發展趨勢，研究者目前即已進入到此一領域，以油水分離法萃取沉香精油，且已商業化。沉香的種植也是一大發展趨勢，研究者以氯化納灌概破壞沉香原木物質產生結香。在沉香行銷7P策略部分，產品主要販售如各式香品、佛珠、佛像、藝術雕刻品與精油；價格依據沉香產品與種類不同而定；通路分為實體店面與網路銷售；促銷方式視顧客社經地位銷售適合之商品；人員培訓為採購人員及銷售人員各一名；有形展示需規劃良好觀賞動線及產品擺設；販售過程採用體驗行銷營造沉香環境吸引顧客購買產品。
並列摘要
The purpose of this research was to understand the development process of the agarwood industry and the researcher's own marketing methods. The study used the qualitative research document analysis method, action research, interview method, etc. to understand the current situation of Taiwan's agarwood industry. The study used the marketing 7P model, in order to analyze the marketing methods of researchers selling agarwood products. The results of the study founded that the agarwood production area currently in use in Taiwan was mainly based on the Huian system, supplemented by the Xingzhou system. The use range of agarwood is wide, and the extraction of agarwood extract essence is a major development trend. Researchers have now entered this field, using oil-water separation to extract agarwood essential oil, and it has been commercialized. The cultivation of agarwood is also a major development trend. Researchers use sodium chloride irrigation to destroy the wood material of agarwood to produce aroma. In the marketing 7P strategy, it mainly sold such as bead beads, Buddha statues, various fragrances, artworks and essential oils. The price depended on the product and type of agarwood. The place was divided into physical storefronts and online sales. The promotion depended on the customer's social and economic status to sell suitable products. The Personnel training was one for purchasing staff and one for sales staff. The tangible display needed to be well planned to watch the moving lines and product furnishings. The sales process used experience marketing to create an agarwood environment to attract customers to purchase products.