| Summary: | 碩士 === 南台科技大學 === 商管專業學院 === 97 === ABSTRACT
The popularization of the local product can not merely drive the development of local industry's economy, can present the cultural value of all parts through some intention marketing ways, the value of promoting the place to go sightseeing, offer the appropriate solution for slightly showing the short of money local finance at present, executive organ pursue concept of ' one counties and cities one characteristic, one villages and towns one local product, one cultural center first festival celebration ' in a more cost-effective manner 2006, whole Taiwan all attempt to put out representatives of one's own local products.
This research is directed against the food local product, is it is it influence six to manage performance construct from relevant document and practice experience bread draw together local original degree of using of supplies mainly to happen to sum up, uniqueness and degree of paying attention to, make prescription Cheng unique degree, media popularize degree, brand goodwill, Hi-Tech equipment use degree,etc. construct the surface of packaging, main tactics direction including value tactics of the products, locality are on sale throughout the tactics, products and popularize the tactics, products quality tactics etc. in four futures. From every large level media, books of TV programme, local product and survey materials of the magazine, is it offer 104 food local manufacturer materials of local product make for sample that research investigates this to put in order, pressing for and retrieving 96 effective questionnaires altogether through the multi-level visit, rate of effective sample is up to 92.3%.
The result of study shows, to use degree, make prescription Cheng unique degree, media popularize degree, brand goodwill, Hi-Tech equipment use such five as degree,etc. to deal in and construct the surface local original supplies, to that the manufacturer of the local local product manages the performance have front results apparently, it is the higher to adopt the value tactics of the products and products quality tactics degree, the higher the management performance of the manufacturer is. Make prescription Cheng unique degree, media popularize degree, products popularize tactics and products quality tactics will influence local improvement of value indirectly, the higher the management performance of the local product manufacturer is, will be high too the popularization performance of local cultural value.
Key words: specialty in Taiwan, local cultural value, specialty performance results
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