Benchmarking of Agricultural Online Marketing in Taiwan

農業網路行銷的典範學習

陳炤堅(Chao-Chien Chen)

《資訊傳播研究》 6卷1期 (2015/10) Pp. 91-110

https://doi.org/10.6144/JIC.2015.0601.05

摘要

因應電子商務的興起，臺灣政府協助當地農民採行網路行銷，以增加其收入，此一作為係由各地區農會協助實現。然而，除了信義鄉農會（STFA）以外，很少有成功的範例出現。本研究即希望透過分析信義鄉農會的網路行銷經營策略，以提供其他地區農會之參考。儘管信義鄉當地有很多天然的限制，但STFA積極將當地原住民文化整合入農產品的選種及包裝，並以現代消費者的角度為慮，揚棄傳統店面銷售的做法，成功構建出一個以消費者為核心的品牌形象，並在虛擬世界中打造出良好的農產聲譽。透過分析STFA之核心策略，資源配置，顧客界面，以及價值網絡，作者為臺灣農產企業提供了一個可供參考的優質範例。

關鍵字

典範學習 ； 經營策略 ； 網路行銷 ； 信義鄉

並列摘要

In response to the rise of e-commerce, the Taiwanese government has assisted local farmers in adopting online marketing techniques to increase their income. This project is mainly implemented by the farmers' association in each region. Few famers have experienced considerable success with the project, except for the Sinyi Township Farmers' Association (STFA). The purpose of this study was to analyze the online-marketing business strategy of the STFA, with the results serving as a reference for promoting the online marketing of Taiwanese agriculture. Despite numerous restrictions, the STFA has fully integrated local agricultural efforts and ethnic culture, considered the consumer perspective, disregarded traditional practices, constructed a successful brand image, created a consumer-based image, and established an excellent reputation on the Internet. By identifying the STFA's core strategy, strategic resources, customer interface, and value network, the authors of the present study provided agricultural companies in Taiwan with a reference for promoting Internet marketing.

並列關鍵字

Benchmarking ； Business strategy ； Online marketing ； Sinyi Township

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