| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 101 === With the development of science and technology, the business model of Internet marketing gradually appears which forms a new type of Internet marketing channel. The domestic agricultural dealers hereby can break through the inherent domestic agricultural sales model. To the whole agricultural industry, Internet marketing is not only an opportunity but also a challenge in the networking age. This study used ICDT model to compile all the factors customers consider in buying domestic agricultural products on the Internet and extracted the key factors through gray relational analysis (GRA). In addition, this study also conducted a survey of the domestic agricultural dealers. Through gray relational analysis (GRA), this study extracts the key problems they face through the Internet marketing channel and the key marketing mix strategies which influence the domestic agricultural products’ sales volume and balance between product and marketing.
Moreover, this study used TRIZ theory to develop nine Internet marketing strategies of domestic agricultural products. The nine strategies are as follows:
1.Increase the transparency of information.
2.Establish a comprehensive Internet marketing specification of domestic agricultural products.
3.Integrate Taiwanese farmers, providing a comprehensive logistics and distribution
4.Explore new channels and markets for domestic agriculture products
5.Organize a farmer guild who sells domestic agriculture products on the Internet
6.Farmland partition
7.Gather every excellent farmer together, group them, and cultivate them to be the experts of planting domestic agriculture
8.Outsource works to professional platform units or entrust them to Agriculture Organization
9.Deepen the grading and rating classification system of the domestic agricultural products─ the dynamic classification system
This research also fits the outcomes of key factors which consumers consider in purchasing agricultural products and the key marketing mix strategies which influence the sales volume of domestic agricultural products, composing "Strategic Management Matrix." And in which, the matrix grids correspond to the 23 specific practices of Internet marketing.
Finally, we combine the nine Internet marketing strategies of domestic agricultural products and the 23 specific practices which domestic agricultural dealers and agricultural authorities can practically implement as they executing the nine Internet marketing strategies.
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