農會品牌農特產品行銷策略之研究

Research on Marketing Strategy of Agricultural Specialties with Brand of Farmers' Association

康祐諭(You-Yu Kang)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00123

摘要

摘 要
學號：N9650009
論文名稱:農會品牌農特產品行銷策略之研究
總頁數:109
學校名稱:國立屏東科技大學 系（所）別：農企業管理系
畢業時間及摘要別：九十七學年度第二學期碩士學位論文摘要
研究生：康祐諭 指導教授：林永順
論文摘要內容：

當前台灣農會的經濟事業體中，對農特產的銷售最為大宗，然而國內對農產品的相關研究，多偏向農產加工與生產技術、有機農產、品牌水果等方面之探討，鮮少對農會在農特產品行銷問題上面的研究。再者，由於農會的轉型經營在現在是趨勢也是必然，尤其加入WTO後衝擊國內農產品市場，提昇農產品經濟價值與效益是當務之急。故本研究擬面對目前農會在農特產品的行銷問題上，探討他們如何利用農會品牌，發展產品、價格、通路及促銷策略，以及策略聯盟的利用，進而針對現今農會農特產品面臨的行銷策略選擇問題，提出解決建議。茲將研究結果歸納如下:
行銷策略選擇上，發現農會經營品牌農特產品業務，在市場定位上，多採用消費者地區的地理變數來作市場區隔；在產品競爭型態上，主要的市場競爭型態為產品品質及品牌知名度；在經營的困境上，主要是同業競爭激烈；在產品策略上，大多擁有二至三種產品，以農會品牌、加工食品、禮盒包裝及價格合理為主要訴求；在行銷通路上，主要供應對象依消費者偏好為主因，以直銷一般消費者為主，而銷售據點上，受訪農會大都認為較同業少一點。而在價格策略上，以成本加成定價法及參考同業定價方式為主，價格比較同業而言，大都表示與同業比較差不多，對市價漲跌反應則是，微幅跟漲，同幅降價；在推廣組合上，舉辦品嚐會、參加展示會之公共活動為主，推廣活動時間，主要是配合政府辦理展售會活動，並使消費者認識了解農會品牌農特產品，進而刺激消費者購買為活動目的，雖然有從事推廣活動，但六成以上沒有固定編列農特產品推廣費用，多是政府補助多少，單位就編列多少，大都期望政府的補助。
當前農會品牌農特產品參與行銷策略聯盟之意願，依受訪農會表示，對策略聯盟的目的、做法和可能的效益有一般性的瞭解，有高達八成左右表達願意參加策略聯盟，希望對目前營運上問題解決能有幫助，而且以提高競爭優勢及為進入新市場為主要動機與目的，對於期望的策略聯盟型態，最希望是行銷及售後服務聯盟。.

關鍵詞：農會品牌、農特產品、行銷策略

關鍵字

農會品牌 ； 農特產品 ； 行銷策略

並列摘要

Abstract

Student ID : N9650009
Title of thesis: Research on Marketing Strategy of Agricultural
Specialties with Brand of Farmers’ Association
Total page : 109
Name of Institute：Graduate Institute of Agribusiness Management﹐
National Pingtung University of Science and
Technology
Graduate date： June﹐2009 Degree Conferred：Master
Name of student： You-Yu Kang Adviser：Yeong-Shenn Lin
The contents of abstract in this thesis︰
Among current economic entities of farmers’ association in Taiwan, agricultural specialties are the main products. However, most researches related to agricultural products were focuses on the topic such as agricultural products processing and production technology, organic agricultural and brand fruits. There are few studies of marketing problems on agricultural specialties of farmers’ association. Besides, the transformation of farmers’ association is an inevitable trend, particularly after Taiwan enter WTO. It makes an impact on domestic agricultural sector, enhancement of the economic value and economic benefit of agricultural products. Think about the current marketing problems of the agricultural specialties of farmers’ association, this study attempts to investigate farmers’ association which applies its brand to develop its marketing strategy of products, prices, distribution and promotion. This study try to propose solution to the marketing problems it encounters today. The research results are summed up as follows:
In marketing strategy selection, the study found that market positioning and geographic variables were commonly used by farmers’ association for market segmentation of brand agricultural specialties. In product competition, product quality and brand awareness were its main market competition tactics. Furthermore, its main management dilemma was the fierce competition in this industry.
In product strategy, most farmers’ association had two to three kinds of specialty products. Farmers’ association stressed brand of processed food, commercial package and reasonable price.
In distribution strategy, its main target consumers, based on consumer preferences, were the general public. Moreover, the farmers’ association deems that its sales locations were less than other economic entities in the industry.
In price strategy,the main methods which were adopted by the farmers association were markup pricing and going-rate pricing. According to the interview, the prices were similar to other economic entities in the industry and would change slightly with the market price.
Its main promotion strategies were holding sampling events and attending public fairs. They usually cooperated with the government in fairs, introduce the consumers with the brand name of farmers’ association and then increase the sales. Though promotion activities were held, over 60% of farmers’ association does not allocate a regular budget for the promotion of agricultural specialties. They used government subsidies as main sources for promotion.
Concerning to join strategic alliances, according to the farmers’ association, it had a general understanding on the objectives, types, functions and possible benefits of strategic alliances. 80% of the farmers’ association were willing to join the alliance. They hope that strategic alliances can help to solve its current management problems. In addition, with strengthening competitive advantages and entering new markets were their main motivations and objectives. The marketing and after-sales service were the most expected type of strategic alliances.
Keywords：Brand of Farmers’ Association；Agricultural Specialty；Marketing Strategy

並列關鍵字

Brand of Farmers' Association ； Agricultural Specialty ； Marketing Strategy

參考文獻

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參考文獻