A Study on the Functions of International Marketing Companies for Agricultural Products–An Example of Fruit Industry

• Main Authors: Yu-ki Chen, 陳玉琪
• Other Authors: Chieh-Yu Lin
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/88456351159349670965

碩士 === 長榮大學 === 經營管理研究所 === 93 === Abstract With Taiwan joining World Trade Organization, Taiwan’s agrilture industry faces a more and more competitive international environment. It is an important topic for Taiwan to introduce agritural products to the foreign markets. The establishment of international marketing companies should be one of the ways to international market for Taiwan’s agritural products. Therefore, this study, from the views of farmers and farmers’ associations, investigates the functions that an international marketing company for agricultural products should possess, which can be used to overcome the obstacles to exporting Taiwan’s agricultural products. In order to study the influences of farmers’ characteristics, products’ characteristics and farmers’ associations’ characteristics on the functions of international marketing companies, this paper took farmers’ associations located in Tainan, Kaohsiung and Ping Tung, and farmers planting, respectively, pineapples, banana, guavas and wax apples as research objectives, and methods of descriptive statistics, analysis of variance, t-test, and regression analysis are employed to analyze the respondent questionnaires. This paper divides the functions of international marketing companies into market analysis, product management and technical abilities; the first function consists of market segmenting, competition analysis and profitability analysis, the second consists of brand development, product quality management and understanding product characteristics, and the third consists of international marketing experience, crisis handling abilities, specialized equipments and information collection. Based on the research results, it is found that farmers’ and products’ characteristics will influence the functions, but there is no diffence between farmers and farmers’ associations in the perception of functions. This paper proposes some suggestions for the governemt and the private sector about the establishment of international marketing companies for agricultural products as well. Key words：farmer’s characteristics, products’ characteristics, farmers’ association, international marketing, international marketing companies