The Study of Building Marketing Website: An Example of Deer's Antlers Marketing

• Main Authors: Zhang,Fang-Rui, 張方瑞
• Other Authors: Wang, Lai-Wang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/8f7krg

碩士 === 國立高雄應用科技大學 === 工業工程與管理系碩士班 === 104 === ABSTRACT Taiwan’s agricultural produce are all the necessities for people, which are also the important economic sources. As the development of high technology, the competition has become much fiercer. Plus, the invasion of Chinese agricultural produce has caused a huge impact on Taiwan’s agricultural produce. Comparative to the imported agricultural produce, although the quality of Taiwan’s agricultural produce is good and the price is relatively high, the marketing strategy is not good which results in poor competitiveness. Particularly for the specific agricultural produce, like Taiwan deer’s antlers, it is a big challenge. Therefore, how to effectively market Taiwan deer’s antlers is an interesting and worthy exploring issue. In general, most Taiwan’s deer famers use traditional marketing approaches, normally selling by words of mouth or purchased by the wholesalers. As to the selling method of words of mouth in the era of Internet, due to deer famers not having methods to expanding their own marketing channels, they are not competitive to their rivalries, which will restrict their products’ sales to the local areas. On the other hand, if purchased by the wholesalers, not only the profits of deer famers decrease, but the price in the market will be higher, which results in the products less competitive. Therefore, this study aims to effectively build a website, using deer’s antlers as an example to discuss how to employ the technology of the current Internet marketing to enhance the products’ competitiveness. The research results find that Internet marketing surely can reduce the barriers of marketing channels to decrease the cost. The information can be at times updated, can be rapidly spread to every corner, and also can build the relationship with customers and provide on-line real time answering. This can very helpful to the marketing of the produce of Taiwan deer’s antlers, and can also in the future offer the reference for other agricultural produces.