Using ICDT Model and Grey Relational Analysis to Develop the Marketing Strategies of Agricultural Products - Taiwan as an Example

運用ICDT模型與灰關聯分析發展農產品網路行銷策略－以臺灣為例

Ming-Chun Huang(黃敏淳) ； Tzong-Ru Lee(李宗儒) ； Yong-Shun Lin(林永順)

《台灣農學會報》 24卷第7篇 (2024/11) Pp. 76-102

https://doi.org/10.6730/JAAT.202411_24.0007

摘要

With the development of Internet technology, the model of Internet marketing has become a new type of marketing channel. Agricultural products operators in Taiwan can break through the inherent sales model of domestic agricultural products through Internet marketing. For agricultural product operators, it is a new opportunity but also a challenge. This study aims to investigate consumers in Taiwan who have purchased domestic agricultural products on the Internet. Based on the ICDT model, this study adopts the grey relational analysis to extract the key factors that consumers pay attention to when shopping online; in addition, the marketing theory of 4Ps is used to propose a total of 23 Internet marketing strategies to domestic agricultural product operators and agricultural agencies in the hope of enhancing the overall agricultural economy in Taiwan.

關鍵字

Internet Marketing of Agricultural Products ； ICDT Model ； Grey Relational Analysis

並列摘要

隨著網路科技的發展，網路行銷模式已成為一種新型的行銷管道，臺灣農產品經營者可透過網路行銷突破國內農產品既有的銷售模式。對農產品經營者來說這是新的機會同時也是挑戰。本研究旨在調查在網路上購買國產農產品的臺灣消費者，以ICDT模型並採用灰色關聯分析法擷取消費者網購時關注的關鍵因素。此外，運用行銷4P理論向國內農產品經營者及農業機構提出共23種網路行銷策略，希冀提升臺灣整體農業經濟。

並列關鍵字

農產品網路行銷 ； ICDT模型 ； 灰色關聯分析

參考文獻

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