Distribution Channel Strategy of Taiwan Delicate Agricultural Products — A Case Study of Lishan Fruits

• Main Authors: GUAN,JI-CYUN, 關紀群
• Other Authors: WANG, KUEI-ING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/t76k38

碩士 === 明新科技大學 === 管理研究所碩士班 === 106 === This study adopts qualitative research method to analyze the production, distribution channel and policy of organic non-toxic product promotion of Lishan delicate agricultural products. In this study, researcher reviews Lishan delicate agricultural products’ specific features, advantages, grading standard, packaging and various problems faced by current farmers. Researcher interviewed experienced farm owners and farmer’s association staff who are engaging in delicate agriculture. According to the interview results, this research falls on some specific suggestions. Because of the impact of fake organic product events, farmers should enhance in promoting the policy of traceability, improving product classification and promoting self-brand. Also, they should establish consumers’ awareness toward agricultural product brands so as to enhance consumers' trust in organic non-toxic agricultural products. The government should assist organic agriculture to get safety certification and strengthen consumers' knowledge of organic, non-toxic products. To solve the current promotion of organic, non-toxic agricultural products, farmers have been able to traceability in sustained operation. This study uses SWOT to analyze the advantages and disadvantages of the fruit industry's internal and external environment. According to BMG (Business Model Generation) put forward by Alexander Osterwalder, the results of the study show that small-scale farmers should develop direct sales and door to door delivery services in the market, and strengthen direct sales of their products, implement product quality checks to ensure the consumer's food safety, and enhance the image of agricultural products. On the other hand, in the distribution channel, government should participate in promoting the policy activities to their products. To get more profit, the most important strategy resulted from BMG analysis proposed high mountain delicate agricultural products should apply direct marketing The results of this study provide a reference for agricultural administrators, related companies, and policy makers to make non-toxic agriculture sustainable operation under environmental changes in Taiwan.