都市型農會供銷部行銷策略之研究-以新北市基層農會為例

A Study on Marketing Strategies for Supply Departments of Farmers'Associations in Urban Area – The Case of Local Farmers' Association in New Taipei City

游元璧(Yuan-Pi Yu)

指導教授 ： 張靜貞

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2022年)

https://doi.org/10.6342/NTU202201654

摘要

快速都市化使得都市型農會崛起，而都市型農會普遍具有財務健全、盈餘豐碩及組織所在區域為農產品的消費地等優勢，這些優勢也是都市型農會供銷部拓展業務的利基。但內部組織改造的困境及外部的競爭壓力讓農會供銷部的經營面臨重重的挑戰。面對網際網路時代的來臨，必須盡快盤點瓶頸所在，加強內部改革，採取新的行銷策略，並提出未來轉型與永續發展之藍圖。
本研究以新北市都市型農會供銷部為研究對象，透過問卷調查及深度訪談來針對新北市都市型農會供銷部的經營現況、顧客管理策略及供銷部行銷策略等三個構面進行研究分析。
問卷調查結果顯示農會員工對供銷部經營現況、顧客管理策略及供銷部行銷策略等三個構面之問題皆相當認同，認為農會供銷賣場內部空間改善、客戶資訊管理使用及善用現有農會資源加強行銷方面，是對供銷部發展最有幫助之管理與行銷策略作法。另外深度訪談的結果則顯示領導階層改革的態度、完善的顧客關係管理及與時俱進行銷策略等，為決定農會供銷部未來經營成敗的關鍵因素。
本研究依據上述研究結果提出四項供銷部經營的建議：一、配合政府政策，支持供銷部的改革；二、善用POS (Point of Sale)收銀系統，落實客戶管理；三、行銷策略多面向且靈活運用；四、強化農會策略聯盟機制。

關鍵字

新北市 ； 供銷部 ； 都市型農會 ； 問卷調查 ； 深度訪談 ； 行銷策略

並列摘要

Rapid urbanization led to the rise of urban farmers' associations. Urban farmers' associations generally have the advantages of financial soundness, abundant surplus, and the area where the organization is located serves as a consumption area for agricultural products. These advantages are also the niche for the farmers' association supply sales department to expand their business. However, the dilemma of the internal organizational change and the external competitive pressure make the operation of the farmers' association supply sales department face many challenges. Facing the advent of the Internet age, we must identify bottlenecks as soon as possible, strengthen internal reforms, adopt new marketing strategies, and provide a blueprint for future transformation and sustainable development.
This research takes the New Taipei City urban farmers' association supply sales department as the object. Through questionnaires and depth interviews, the study is conducted on three aspects of the New Taipei City urban farmers' association supply sales department, including the current business status, customer management strategies, and marketing strategies.
The results of the questionnaires showed that the employees of the farmers' association agreed with the three aspects of the current business status, customer management strategies, and marketing strategies. It is believed that the improvement of the internal space of the farmers' association supply sales stores, the management and use of customer information, and the utilization of existing farmers' association resources to strengthen marketing are the most helpful management and marketing strategies for the development of the supply sales department. Besides, the results of the depth interviews demonstrated that the attitude of the leadership reform, perfect customer relationship management, and marketing strategies moving with the times are the key factors that determine the future operation of the farmers' association supply sales department.
According to the research results, this study provided four suggestions: first, to cooperate with government policies and possess the determination to reform; second, to make good use of the POS system to implement customer management; third, to flexibly use multi-sided marketing strategies; fourth, to strengthen the farmers' association strategic alliance mechanism.

並列關鍵字

New Taipei City ； supply sales department ； urban farmers’ association ； questionnaire ； depth interview ； marketing strategy

參考文獻

參考文獻

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