| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 103 === Abstract
This study investigated the Dragon Fruit in cooperative marketing in Manjou Township. We would discuss the development and achievement in Taiwan locally produced special products. We hoped the result would be useful for the farmer’s association managers in cooperative marketing. The study found that different farmer’s associations’ adoptions were not the same. However, their main purpose was according with the demands of the market. So, it was important for every farmer’s association to share information. The study suggested that each department should work in coordination, understand what farmers’ needing and see their needs and benefits as priorities. We suggested that farmer’s associations should make performance assessment, and the managers should attach importance tocooperative marketing. Then, they should keep serving farmers and expanding market shares. Because of that, the study could state that farmer’s associations should promotefarmers’ satisfactions and immediately correct their performance assessment to let Dragon Fruit cooperative marketing be sustainable operation.
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