A Study on the Orchid World Marketing Strategies

• Main Authors: Hsiu-jen Shen, 沈秀貞
• Other Authors: Ping- Feng Chao
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/57294780302412746838

碩士 === 康寧大學 === 資訊傳播研究所 === 102 === Since agriculture serves as foundation of a country, the government endeavors to enhance its competiveness and to expand diversified marketing strategy in order to develop modernization and sophistication of agriculture industry. While Taiwan locates in a subtropical zone, the sound geographical environment is very suitable for growing orchids. This study probed on marketing strategy which transforms orchid industry into creative cultural industry by using “Taiwan Orchids Scene Park” as an studying object. This study used field surveys, literature review, interviews with park managers, and questionnaire designed in accordance to Morrison’s 6P marketing strategic theory to visiting tourists. Based on statistical result that used 6P marketing strategy to study order of emphasis, demographic and consumer behavior variables to 6P differentiation, this study identified the most emphasized item seen by tourist and target audience within 6P items to make market segmentations. With research results, this study made a specific recommendation based on 6P marketing strategy to Taiwan Orchids Scene Park, aiming to make successful business transition and to achieve sustainable business.