Emotion Marketing Strategies of agricultural products in the Hakka area based in Guanxi

• Main Authors: Shu-chen Hsu, 徐淑貞
• Other Authors: Ting- Ming Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/79890955938432057585

碩士 === 國立中央大學 === 客家研究碩士在職專班 === 99 === In modern society, when living standards are better, and agriculture products are more abundant, the marketing strategies for these products need to be based on the needs, but also desires of the customers. This research adopts emotion marketing using five factors. It is based on agriculture products from Guanxi Township. It aims to develop the products, and to investigate each product’s features and assess potential development opportunities. The study methodology included in-depth interviewing and questionnaire investigation. The research finding were: (1) story: Guanxi agricultural products have connections to the names old geographic regions and the Hakka group. (2) Relation: agriculture products include Hakka characteristic elements, nature, and local special characteristics. (3) Experience: the activity contents have to be interesting, creative, and show Hakka characteristic elements. (4) Value: the demands are that products represent the essence of Hakka and local organizations, while also increasing profit for the local farmers. (5) Creativity: products are unique and diversified. Guanxi local agricultural products always receive good reviews from consumers with regard to quality, activity design content, and to local culture and history. Therefore, emotion marketing can help to transmit value, increase customers’ loyalty, and establish long term consumption relationships between customers, producers, and sellers.