品牌建立、市場導向與行銷策略研究-以中部有機食品產業為例

The Brand Establishment,Market Direction and Marketing Strategies Study– Organic Food Industry in the Middle part an example

鄭長明(Chang-Ming Cheng)

指導教授 ： 張庭彰博士

亞洲大學/管理學院/經營管理學系碩士班/碩士(2008年)

摘要

本研究以個案訪談方式研究台灣中部有機產業包含有機蔬果生產業者、有機餐廳、有機連鎖超市、有機產品大型供應商等四種有機產業不同型態經營業者，其目的主要探討國內、外有機食品產業類型及現況，其次探討個案在行銷策略與品牌建立及市場導向之關聯，最後對於現行業者或未來有心投入有機產業行列的業者，提出建議及可採行之行銷策略。
研究結果發現在品牌建立方面，多數業者採「單一品牌」，僅有大型供應商採「多品牌」經營，產品定位方面業者均強調「有機、無毒、安全」，市場導向方面因經營規模大小及地域關係區分「消費者導向」、「競爭者導向」及「雙向導向」；行銷策略部分在產品策略區分「產品認證、檢驗」、「產品來源」、「產品多元化」，價格策略區分「定價策略」、「會員制價格差異」、「競爭者價格比較」，通路策略區分「主要通路」、「次要通路」、「通路範圍」、「網路購物」，促銷策略區分「促銷方式」、「推廣教育」。
在研究結論中提出了對個案有機產業經營者及後續欲投入有機產業經營者，在有機產業未來行銷策略及發展建議和未來有機產業學術研究的方向。

關鍵字

有機產業 ； 市場導向 ； 品牌建立行銷策略

並列摘要

The purpose of this research is to study four organic industry related businesses, including the organic vegetable-and-fruit industry, organic food restaurants, organic food marts,organic distributors in the central and northern area through interviewing,Our object is to study the industrial types and current conditions of organic food industry local and abroad,Secondly, we’ll discuss about the relationship among the marketing strategies, brand establishment and market orientation,Finally we would like to give our suggestions to current and future trades-people who want to invest in the organic industry, and propose to them some realistic marketing strategies.
The result of the research finds that on brand-establishment, most of the dealers take uni-brand strategy while only big dea,On product positioning, the businesses all claim their being “organic, non-toxic, and safe”lers take multi-brand strategy to run their market,On market orientation, we can differentiate from scale and region to divide into “customer orientation, competitor orientation, and dual orientation”,On marketing strategies, the product strategies can be divided into “product warranty and inspection”, “sources of product”, and “product diversification”,The price strategies can be divided into “price-fix strategy, membership price differences, competitor price comparison”,The logistic strategies can be divided into “major channel, secondary channel, logistic range, online shipping”,Promotion strategies can be divided into “promotion approaches, continuing education”.
On conclusion of the research, aiming at the marketing strategies and development of future organic industry, we would like to give some suggestions to those who are working in the organic field, and to people who wish to enter this business. We would also give some scholarly research and future development directions of the organic industry.

並列關鍵字

Organic Industry ； Market-Orientation ； Brand Establishment

參考文獻

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