An Ecological Point of View to Explore Organic Product Marketing Mode –Case Study of Leezen Company

• Main Authors: Tung-Mu Tsai, 蔡通木
• Other Authors: Ming-Liao Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/qcvwg7

碩士 === 高苑科技大學 === 經營管理研究所 === 102 === Abstract Since it has become a trend to protect the environment, safeguard human health, and produce organic products without pesticides, chemical fertilizers and artificial additives, thousands of businesses have seized the opportunity and jumped on the bandwagon to invest in the organic products market. Leezen has developed from a small shop to a large-scale company with many popular organic chain stores. Its growth strategy is originated from the simple Buddhist thought “altruism” which maintains the integrity and mutual trust among the three parties of producers, sellers and consumers, and it also promotes the development of Taiwan’s organic agriculture and organic products. Nowadays, the United States, Japan and other advanced countries in Europe have all made great efforts to advocate and promote organic agriculture and products. With annually increased national proceeds, people in Taiwan gain more attention to the issues of ecological conservation, food safety, food freshness, healthy living, care of surrounding environment and respect for life. Consumers’ behaviors are gradually changed to choose organic products in order to build a symbiotic relationship with the environment. This study is motivated to help businesses fully understand the demands and characteristics of consumers to cope with the increasingly expanding market in the future. The research studied Leezen’s management concepts and marketing strategies in promoting organic products to explore its business model. Its operating intentions and business objectives are understood through interviews. After analysis, it is found that Leezen does not take profit seeking as its ultimate goal but to equally emphasize the importance of ecological, economic and social values. It uses a new business model to promote its business philosophy and create a harmonious “symbiotic” relationship between the producers and consumers through interactions of “integrity, mutual aid and appreciation for others”. The company has actually implemented its philosophy of giving care for human health, care for the earth and care for life to create a healthy and happy world for everyone and a sustainable business for itself. Keywords: Leezen company, Organic products, Marketing, Symbiotic