台灣農業行銷通路策略設計-以安全農藥為例

• Main Authors: Cheng, Yen-Tai, 鄭炎岱
• Other Authors: 張明寮
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/27237297772781501268

碩士 === 高苑科技大學 === 經營管理研究所 === 98 === Abstract Farmers face serious plant diseases and insect pests, owing to restricted surface areas and sub-tropically warm and humid climate in Taiwan. In order to prevent insect pests, farmers used to use agrochemicals. Having realized the importance of agriculture, the government currently allocates appropriate fund and human resources to effectively promote safe agriculture, develop innovative farming technology, and strengthen domestic marketing of agricultural products. While the government is implementing these agricultural policies, farmers also have to realize that quality is the only advantageous competitive weapon. Thus, safe insecticide becomes one of the significant and critical factors affecting the safety of production and the quality of excellent agricultural products. The key point of this research is discusses on the Biopesticides products channel model. Using the Blue Ocean Strategy, SWOT Analysis, Marketing Mix and random sampling questionnaire survey for the forty agrochemical shop. In the analysis part of research, SPSS 12 was used as a tool to analyze channel strategy takes the practice confirmation by the enterprise case, known from the results of the research, Biopesticides products channel may induction into the blue ocean strategy four actions framework and SWOT analysis plans a set of feasible extremely great channel design, namely (1) Researches and develops unceasingly new, and has Taiwan characteristic Biopesticide products; (2) Increases the Biopesticide products the exposure rate; (3) Reduces the pressure of competition with the domestic and foreign insecticide manufacturer cooperation development insecticide market; (4) Creation Biopesticide products advantageous environmental protection and secure related subjects. Therefore, enterprise want to plan fine Biopesticides products place design, it have to make Biopesticides products have effect of the maintenance natural ecology and let channel business, farmers trust the sale and the use Biopesticides products is can truly maintenance natural ecology.