| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 104 === Because of the biological characteristics of fruit, the fact that it’s hard to store and transport, as well as the issue of high cost on transportation that need to be dealt with, e-commerce websites relating with agricultural products in Taiwan are mainly selling agricultural processed products. However, by using social websites like Facebook fan page, smallholders can interact with consumer and handle order directly, which also has the effect of publicity. Therefore, it became a major channel of selling high-priced raw agricultural products like organic vegetables, packaged rice, tea, etc. to smallholders.
E-commerce in China developed e-commerce rapidly starting from its beginning in the mid of 1990s. Especially after 2005, e-commerce market kept expanding continuously. Supporting services of e-tailing evolved with each passing day, and it had been widely available in all walks of life. Therefore, e-commerce became a new way to develop new markets, reduce operating costs, as well as improve circulation efficiency for enterprise. It is also new power for increasing domestic demand and economic development, as well as optimizing industrial structure in China. This study investigates the feasibility of promoting agricultural products by using mobile communication software of China, in order to provide domestic industry the advice of marketing strategies in China.
Comparing marketing Taiwan’s fruit by mobile communication software of China with that by electricity supplier and physical store in China, the former has advantages as follow: the real-time interaction and the more immediate after-sales service. Also, the free mobile communication software provides the opportunity of costing less to attract potential customers as well as develop new customers.
However, the mass consumers in China are not completely familiar with the specialty of Taiwan’s agricultural products, and the visibility of product is not high through marketing on mobile communication software since products can only be seen on specified social networks. Therefore, it is recommended to take marketing strategies such as deepening the advertising functions of mobile communication software, establishing and maintaining a brand, using the strengths of Mini-three-links. By doing so, we can break through the obstacles and reduce the limit of selling Taiwan’s fruit in China, and to create a more favorable sales environment.
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