| Summary: | 碩士 === 國立中興大學 === 應用經濟學系所 === 104 === After Taiwan attended the World Trade Organization in 2002, the agriculture sector has gradually opened up to the global market under the commitment. As a result, some portion of the superior farm products have experienced the competition with the foreign imported agricultural products. However, the government began to emphasize the marketing strategies of superior farm products in order to protect the development of the agricultural sector. These marketing strategies have fully revealed the marketing advantages of integrated the development of the superior farm products. The farmers’ associations have assisted the farmers to establish the system of “Rural Village Community Shops” to resolve the problems and bottlenecks of the important strategies as the brand-new advantages of marketing and development.
This research has combined literature reviews and analysis, induction, organization of the current operating situation and methods, as well as the Analytic Hierarchy Process (AHP) to summarize the weights and priorities of key successful elements for the operation of rural village community shops. Subsequently, we select the most significant key elements to lead further discussion.
The result of the analytic research is that the first layer of dimension analysis has concluded the significant of the “Sales and Level of Service” from the researchers and professionals. As the second layer of indicating items analysis has discovered the significant of the “Possession of Common Ideal and Identity” in the indicating items of “Operating System and Management Discipline”, the highly important of the “Safety Detection and Certification of Products” in the indicating items of “Sales and Level of Service”, and the significant of the “Set-up Location and Planning of Field” in the indicating items of the “Ability of Management and Operation.”
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