The Analysis of Marketing Strategies and Brand Positioning for Organic Agriculture Product: A Case Study of Wheat in Dacheng Township

• Main Author: 唐進財
• Other Authors: 薛明賢
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/yyzeur

碩士 === 國立彰化師範大學 === 會計學系 企業高階管理(EMBA) === 105 === This paper analyzes the marketing strategies and brand positioning of organic products by the case study of organic wheat products from Dacheng township. Visiting the local organic farmer, we found out how they introduce their products to consumers by making different marketing and brand positioning strategies and how they increase brand trust and loyalty. Basing on the origin concept of health and Eco-friendly environment, they create an extra value on products and make a connection between the environment and local business so that organic agriculture can be sustainable under changing circumstances. This study mainly focuses on the local organic products - buckwheat and wheat and the analysis of the marketing features, advantages, and brand positioning. We not only do the research on government policies but also summarize the struggles and problems that local farmers encounter. In the pioneering stage, the local organic farmers’ main marketing channels are through the internet, Sunday farmers’ markets, and farmers’ associations and the main methods for brand promoting and increasing publicity are via the internet, media reports, and cooperating with government policies. We also found some problems on the aging population in villages, lack of young farmers, and small organic market size. Most of the organic farmers are still at the beginning stage so there are some challenges and tasks to be solved like the target setting, product managing, sales and transportation costs, consumer relationship establishing, and relevant laws cooperation. The local Dacheng township grain products are gradually building up and establishing their own brand popularity. It can be expected to develop social-connections and bring more people to the community. With more young farmers joining in and introducing creative farming industry, the market scale can be expanded by degrees. On top of that, when local farmers start to work on the Elanus Caeruleus conservation activity, they can be expected to create an eco-friendly farming environment and ecological conservation park which will make Dacheng township farming circumstances be more eco and sustainable.