臺灣蓮霧產業行銷創新之模式

Marketing Innovation in Taiwan's Waxapple Sector

蔡翼擎(Yi-Ching Tsai) ； 李正慧(Cheng-Fei Lee)

《管理實務與理論研究》 4卷4期 (2010/12) Pp. 34-49

https://doi.org/10.29916/JMPP.201012.0003

摘要

隨著臺灣加入世界貿易組織，臺灣農業正處於市場全球化的挑戰。蓮霧爲臺灣重要的熱帶水果之一，亦是臺灣農產品外銷重點培植產業之一。臺灣蓮霧產業除了繼續在品種、栽培技術上研發改良外，如何運用行銷組合提升市場競爭力與佔有率實是當務之急的課題。本研究經彙整相關文獻確認臺灣蓮霧產業行銷創新之元素，透過產、官、學界專家問卷調查，應用層級分析法(Analytic Hierarchy Process; AHP)訂定蓮霧產業未來發展之優先工作順序。研究結果顯示，價格策略、通路變革以及產品品質認證爲臺灣蓮霧產業行銷創新重點工作項目，期使提升整體產業競爭力，並由價格接受者轉變爲價格領導者。本研究建議：(1)蓮霧產業業者可根據消費者的需求與屬性，將市場細分化，並針對不同的消費族群提供不同類型的產品組合，採取不同價格之訂價策略或推出多元化之優惠方案；(2)透過政府相關單位的力量，協助蓮霧產業進行策略聯盟，推展蓮霧運銷電子商務系統，縮短運銷流程；(3)政府相關單位應協助蓮霧產業業者共同推動品質認證制度，蓮霧果品若能透過嚴謹的品質認證，取得具有公信力單位的評核憑證或標章，便能強化產品形象和創造產品差異性。

關鍵字

蓮霧產業 ； 行銷創新 ； 農產品行銷 ； 層級分析法

並列摘要

Taiwan's agriculture is facing global competition and challenge due to its entry to World Trade Organization (WTO). The waxapple belongs to tropical fruit and would be suitable for export. With a view to retaining market share and improving competitive position domestically and internationally, Taiwan's waxapple sector needs to adopt a more innovative marketing mix strategy, in addition to the continuous improvement in new species and cultivation techniques. Derived from the relevant literature, this study identifies a number of elements determining the marketing innovation of Taiwan's waxapple sector. The relative importance of each of the elements is evaluated by using the Analytical Hierarchy Process (AHP) method. The panel of experts determines the priority of tasks for the future development of the waxapple sector. The results indicate that pricing strategy, placing strategy, as well as quality certification relating to product strategy are the top priority tasks of implementation in the waxapple sector. By doing so, the wax apple sector has the ability to set the price; it becomes the price setter rather than price taker. To achieve this aim, it is suggested that the industry practitioners should, first, divide the market into groups/segments on the basis of their characteristics and buying behaviors and set different prices to different market segments by offering different mixes of products. Second, the industry sector should be vertically and horizontally aligned under government assistance, and, through the alliance, the industry sector could establish a e-commerce/e-logistics system with a view to shortening the distribution channel between buyer and supplier. Finally, the authorities should assist the industry sector in developing and promoting product quality certification system. Once the certificate from a trusted third party is obtained, the quality and safety of the waxapple fruit is guaranteed. The development of the quality certification system could help embellish product image and create product differentiation.

並列關鍵字

Waxapple sector ； Marketing innovation ； Agricultural marketing ； Analytical hierarchy process

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