| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 99 === This research is based on a theory that marketing strategy is to plan and develop the strategies to use by the manufacturer, and guide the marketing decision. In this market-oriented era, the one who has the ability to set up channel and meets the requirements of consumers through the directly high- quality service is the winner of the market. Since there’s the particular Company which reforms the sales channel from reseller to be the supply center that sells directly to households successfully, the impact on integrated marketing communication for farmers affects its successes in their merchandise sales, raising the sale performance, and promoting the brand name. The brand is the intangible assets of the enterprise. It provides with the financial value, and must be managed in a specific financial figure, regarding the brand and customer satisfaction as the long- term investment that should bring the remuneration for the organization. When the brand and customer satisfaction is diminished, regarding it as short-term marketing investment. However, it is necessary to create the function of the brand, and augment the long-term value of the brand in order to create the remuneration for the shareholders.
By the systemic market research to study the brand cognition and satisfaction of the existing peasant customers, and stabilize the leading position of the market, then probe into the potential customer brand cognition , in order to understand the potential customers’ demand, the prospect of N Company, the expanding of the sell performance. To set up the market and peasant consumption information, so it can be the reference of the brand superiority strengthens continually, the future market strategy development and the product service exploitation. In the process of the strengthened brand superiority, the media propagandizes, and direct marketing technology guidance and service are tactics for integrated marketing communication. Therefore, this research also carries on the execution and the discussion of marketing strategy planning.
Based on brand cognition and degree of satisfaction investigation, the existing customers are satisfied with the performance of N Corporation''s supply center. And in five main performance factors’ degree of satisfaction are the channels of the distributor, sales person and the service, the corporate image, the product, the marketing and the communication. However, in the investigation of the potential customer brand cognition discovered the truth that meet the customer’s demand; the greatest problem of the peasants is the effect of the product. The problem of the supply centers is the price is too high. The primary cause which potential peasant customers did not come during the past year: such as convenience. The density of general agricultural pesticide/fertilizer shops’ potential peasant customers is high, considered as a whole, the agricultural peasants mainly learnt brand information from others, it was main cognitive source that offered with the shop owners. The agricultural peasants are satisfied with the most frequently channels, the comparison of price is the major and the basic concern for peasants, the single product reduction interest the peasant the most.
To propose finally, the performance of the supply center is not too bad, but there is still a lot of space of progress. The new product promotes not only may let the agricultural peasants have the confidence regarding the product’s quality and the pesticides efficacy of the supply center, but may also provide in the degree of satisfaction of sales people and the corporate image. But how to make the potential peasant customers to consider the purchase and the tally company cognition is still the one thing the supply center short of. The whole tactic proposals are the developments of keeping researching products and investment of strengthening the human resources. In the breadth way, may carry on the great benefits of the media exposure then go along with the sale promotion. In the way of profundity, should strengthen the contact with the agricultural peasants to have the core customers bring the influence by word-of-mouth. To convey the value of the product, offer the add value service; combine multiple choice of marketing and propaganda through the continuous plans of the marketing tactics, in order to reach the improvement of N Company’s brand assets finally.
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