| Summary: | 碩士 === 中國科技大學 === 企業管理系 === 104 === It has been widely proved that traditional chemical pesticides are the issues for human health illness and eco-system damages. Therefore, developing non-toxic, safe and eco-friendly bio-pesticide is the trend in the crop protection (pesticide) industry all over the world. However, farmers in Taiwan take much longer time to accept the usage of bio-pesticide. The bio-pesticide promotion in Taiwan seems slower than many countries in the world. It is important to study how to promote bio-pesticide in correct and faster way in Taiwan.
This case study selects the biggest bio-pesticide provider,Bion Tech Inc., and it’s market channel members to understand their channel strategy issues by designed qualitative research and visiting feedbacks. With the case study, we found that there are 4 kinds of the insufficient channel strategy issues for the case as follows: 1. Bion Tech Inc does not build up its own marketing system for bio-pesticides. 2. The channel strategy partners do not have enough passions, professions and programs for promotion of bio-pesticides. 3. The product range is too for bio-pesticides, and the price is much higher than traditional chemical pesticides. 4. Farmers & end-users do not have enough information / knowledge on bio-pesticides. Basing on the results of the qualitative research and visiting feedbacks, this stndy concluds 6 factors for bio-pesticide channel strategy in Taiwan, which are product character, target crops / diseases / pests, distributor character, market character, company (Bion Tech Inc) character, and environment character. We also conclude 3 functions for the interactive of consumers and distributors, which are function of trading, function of logistics and function of promotion. This case study could be a good reference for bio-pesticide channel strategy in Taiwan for crop protection industry.
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