A Study on the Marketing of Horticulture and Healing Products: A Case Study of Taking T Company as an Example

• Main Authors: HSUEH,JEN-CHIA, 薛人嘉
• Other Authors: LII,YUAN-SHU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/xmgjca

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 105 === Entering the 21st century, changes in social environment have reshaped how people go about their life and work. The consumption behavior is no exception. As a product is no longer just about practical functions, the external perceived values it possesses and the internal pleasures it brings to consumers have been well taken into account. And this is exactly what cultural and creative products for horticultural therapies achieve: integrating cultural creativity elements with therapeutic products to let consumers achieve emotional transformation and offer them experiences that connect deep with their spirit. Because of such connection, therapeutic products often present more values in spiritual term than commonly perceived. This study reviews literatures discussing methods of psychological and physical therapies and their connection with horticultural therapeutic products. Following that, through elaborating the approach company T is adopting to develop cultural and creative products for horticultural therapies, a series of study results are aggregated as the reference for future development of cultural and creative products, which enables further inquiries on consumers’ perception of horticultural therapeutic products. With the blossoming of cultural creation and rising standard of living, it is expected that these findings can help managerial and marketing personnel with their strategy development. The objectives of this study include: 1. Establish an understanding of different experiences consumers have when using horticultural therapeutic products. 2. Establish a business model for company T to enter horticultural therapeutic business with cultural and creative products. Beginning with literature reviews, this study examines the business model company T is adopting to develop cultural and creative products for horticultural therapies in a great detail. The following nine facets of the business model are examined: value propositions, key resources, key partnerships, key activities, customer segments, customer relationships, channels, cost structure, and revenue streams to give recommendations to future operators of horticultural therapeutic products. According to the study findings, there are three likely business directions for those who wish to develop therapeutic products on cultural and creative elements: 1. Supply horticultural therapeutic products on retail channels, in the two forms: a. fully assembled; b. assembly packs (for consumers to self-assemble); 2. Offer horticultural courses and consultation services. Courses can be hosted regularly with different themes, like a carnation course on mother’s day. As for consultation services, they can be something like helping customers with their gardening; 3. Provide consumers with a place to grow plants. This approach allows a great many people to realize their dream of being a part-time city farmer. With the right setup based on seasonality and land properties, this can be an excellent way to revitalize farm lands while providing city people a chance to experience rural living.