The Marketing Strategies of Domestic Produced Pork in Taiwan.

• Main Authors: Tzu-Ho Wu, 吳子和
• Other Authors: Proh.Dr.Ching-Chuan Liu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/92919736330643370045

碩士 === 亞洲大學 === 經營管理研究所 === 94 === Since Taiwan joined the WTO and permitted the import of pork animals produ- cts, the business environment of farming was much different from before. There- fore, we must provide proper marketing strategy for the domestic animal products in order to compete against which from other nations in the future. The thesis first discusses the sales of indigenous as well as the exotic pork, and then analyze the difference of indigenous pork and exotic pork. This thesis first discusses the sales of indigenous pork and exotic pork, and then analyze the difference of indigenous pork and exotic pork in the aspects of selling approach, marketing strategy, and competitiveness to get the research direction and subjects. We use questionnaires to collect the data about the response of marketing strategy from the consumers in Taiwan who bought indigenous pork, and then use statistic analysis and 1-Way ANOVA analysis to test consumers perception of meat marketing strategy. An then we investigate the best marketing strategy of running Taiwan’s pork product permanently. The results of the study were as follows: First, the marketing strategy was aimed at female consumers aged from 25 to 54, educational level was at senior high school , and worked in the service industry or in the government, the income was about 30000 to 50000. Second, the main strategy of pork product was aimed at the freshness, besides the origins and the fineness of pork were also mentioned. Third, the price labels of each part of the pork should also be emphasized, which is more convenient for consumers to purchase and compare with the prices. This also prevents merchants from bulling the price of the pork. Fourth, route strategy should be based on traditional markets and supermarkets, and also we have to build up the net which let consumers shopping on-line and the product can be delivered to home. Fifth, the promoting strategy emphasizes at the clean environment of the shambles and the refrigerator facilities. And it would be the best promoting strategy if accompany with decent service and taste-test affairs occasionally.