青年農民花卉行銷管理個案研究

Case Study on Flower Marketing Management of Youth Farmers

楊克仁(Ken-Ren Yang)

《桃園區農業改良場研究彙報》 51期 (2002/12) Pp. 60-70

摘要

本研究以桃園縣觀音鄉花卉產銷班第三班進行個案研究，調查其各項行銷管理。包括環境分析、目標市場的選擇、市場資訊的獲得、生產計畫的配合、運銷通路現況、分級、運輸職能之操作、價格訂定、銷售作業流程、推廣計畫等。該班草花行銷擇定景觀造園產業為其目標市場，佔其銷售量90%，相關市場資訊經由往來客戶及全省四處合作據點提供；並統計草花銷售排行，訂定草花年度生產計畫；運銷通路有銷售景觀造園及花市、花店業者之二階通路，也有直銷休閒遊樂區業者之一階通路；產品分級，經挑選之優級品供應花市、花店，良級品供應景觀造園；價格訂定則參考市場競爭，每株在6－8元間彈性調整；銷售作業利用電腦管理，帳款登錄完整；銷售推廣則著重在客戶管理。本班以重視數據管理方式，降低草花生產成本，提升草花銷售競爭力，其行銷之模式，可做為其他草花經營業者之參考。

關鍵字

草花 ； 行銷管理

並列摘要

This study was aimed to analyse all aspects of its marketing management of the third group of flower production-marketing group in Kuanying Township, Taoyuan County. The items to be studied included environmental analysis, target market decision, how they gather information related to the current state of market, cooperation of production plans, present marketing channels, classification, function of marketing operations, pricing, sales procedure, promotional plan and so on. Results showed that the industry of landscape and gardening chosen by the third group as its target market accounted for 90% of the total sales. Their market related information was collected through dealing with customers, as well as provided by four cooperating spots located all over the country. Marketing routes covered business in the landscape and gardening industry, two levels of marketing channels of flower market and flower store as well as one level of direct sale to recreational business. In the classifications of products, flowers of the best quality were sold to the flower market and flower shops and the next sold to businesses in the landscape and gardening industry. The price was flexibly regulated between 6-8 NTD per plant according to the present market competition, and an overall marketing was managed by using computer. Their accounting records were clear and completed. The promotion and extension was focused on customer management. In order to lower costs and increase self-competitiveness and other marketing functions the third group put much emphasis on managing measures of statistics. The marketing model of the third group can be used as a valuable reference to other business in the flower market.

並列關鍵字

bedding plant ； marketing management