| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 93 === The domestic market of goat milk has been up and down through the integration leading by the Council of Agriculture, Executive Yuan during the past ten years. The market is seriously wounded after being through the events of a foot-and-mouth disease, fake goat milk, and the participation of WTO in 2000. In order to inspire the market, the GGM, which is an emblem of representing goat milk product, is created to re-build the confidence of customers.
Bill Gates declared: “The winner is the one who controls the channel”. The goat milk market is a unique channel which focuses mainly on the customers. The market is highly related to the customers and services regarding the commerce from the business spreading to home delivery. Therefore, we can infer a new slogan from Mr. Gates’ quotation, “The one who controls the channel is the overlord, and the winner is the one who obtains the trust of customers”. It reflects the spirit of customer-oriented business.
To understand the current status of goat milk market, the course of change and development, customer behavior, consuming decision, and the change of channel, this research synthesizes a market survey and result analysis to achieve the goal. Moreover, a case study is used to analyze and prove the key factors to be successful for the goat milk business.
The research further studies the characteristics of customers who enjoy the goat milk products. A fixed consuming behavior from most of customers is concluded from the analyses of survey results. The analyses illustrate that most of the consuming behavior focused on several main choices and their buying decision did not have noticeable differences. We concluded the consuming consistence of customers who enjoy goat milk products.
The main channel of the goat milk market is to provide the home delivery to their customers over the decades. Several companies have tried different ways to challenge the channel; they failed. However, the goat milk proprietors will keep their efforts to challenge the business. The key point to success is to maintain the knowledge of market trend and consumer behavior. In summary, the outcome of this research is to suggest a proposal as a reference when developing the goat milk market and making the product orientation policy.
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