Analysis of consumer behavior for local characteristic products and drafting of marketing research Using characteristic agricultural products of aboriginal tribes as an example

• Main Authors: Tseng Chun-Chih, 曾群智
• Other Authors: Lai Ting-Chang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/29641151023520539809

碩士 === 玄奘大學 === 國際企業學系碩士班 === 99 === In the past few years, while the Government exerts great effort on forwarding local characteristic leisure tourism, all locals exert to discover their own characteristic scenic spots, agricultural products, and light repasts, but it is hard for aboriginal tribes due to their economic situation and quality of life are relative low, and lacking of integral planning. Studying how to develop aboriginal tribes characteristic products, and reinforcing by systematized marketing, enabling the operation of local to be activating and diversifying, improving essential environment and using systematized management and marketing to attract tourists to shop there, and then to develop local economy. To study the relationship among local characteristic products, consumer behavior, and marketing strategy deep, this study will assume the aboriginal tribe to be the local, and assign Heping tribe,Wufong Township, Hsinchu County to be the studying scope, studying how to develop and market the characteristic products of the Heping tribe area. Development and marketing of characteristic agricultural products will be the principal approach access, and developing local characteristic products through investigations and inquiring by questionnaires, and using systematized marketing analysis to find out a proper marketing channel and with proper marketing technique, to benefit popularizing developing and marketing agricultural products and raising fame of the tribe.