| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 100 === This research discusses the relationship between brand building and marketing strategies in Taiwan organic agriculture industry. Through the depth interviews with four managers who are responsible for own-brand building, we try to understand the impact of the brand building process including target market, position, value position and brand promotion on firm's marketing strategies including product, price, place and promotion strategy. Based on the integrative discussion of theory and qualitative data from the four cases, we were able to investigate those factors which affect the strategy of brand building. The findings will help us to understand the process and strategy of Taiwan organic agriculture firms’ brand building activities, and also where brand building should begin. The results indicated that high-quality, unique and exquisite packaging product; high but stability price; multi-channel marketing place; word-of-mouth marketing promotion are main strategies of organic agriculture firms’ brand building and are influence by the own brand building process.
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