The Key Successful Factor Analysis and Practical Implementation of Social Media Marketing for Agricultural Industry and Practical: Based on the Case Study for Facebook Pages

• Main Authors: WU, YUN-CHIEH, 吳昀潔
• Other Authors: JAW, CHYI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9hct69

碩士 === 國立雲林科技大學 === 企業管理系 === 107 === According to the statistics of the Agriculture and Food Agency, Council of Agriculture, Executive Yuan in 2017, the area of arable land in Taiwan is 793,027 hectares. Tainan County accounts for the most among all the counties/cities, and the second most is Yunlin County which accounts for 79,898.78 hectares. Moreover, the arable land of Gukeng Township, Yunlin County, accounts for nearly 5,000 hectares located from plain to mountain areas of the elevation of 60 meters to 1,750 meters. The agricultural products of Gukeng Township are varied and the area of arable land is great; however, the arable land owned by farmers is little and the labor force is aging which has been a big problem for Yunlin County. Most of the young residents of Yunlin County do not stay in their hometown. Furthermore, farmers rely on mid-stream suppliers when selling their agricultural products. Although the purchase prices are low, farmers will still accept the low prices as the problems in seasonal production of a certain crop, duration of preservation, and limited sales channels. In recent years, the government has encouraged the youth to go back to their hometown to work on agriculture. Being encouraged by the policy, the number of youths returning home has become more and more. Also, the food safety has been taken into consideration by consumers when choosing products. More farmers then choose a safer way to plant crops, but they also face the problem of lack of labor force to deal with marketing. It can be seen that the management of both farmland and sales is a big problem for either the old or the young generations. They should figure out how to make a balance. For us who live in the information age, we try to assist the farmers to sell their agricultural products through social media which can create another sales channel and decrease the time cost from production to sales. The sales rate and exposure rate then can be increased during the preservation period, and the profit for farmers can become higher. This study analyzed critical factors of 5 successful fan-sites and created 1 fan-site to prove the results. It is found that the critical factors of a successful social media group are seductive and fresh contents which can attract users, more sales channels which can increase exposure rates of agricultural products, various posts and hashtags which will make posts less boring and increase clickthrough rate, interaction with fans which can increase customer adhesion, events which can give feedback to fans and so forth. It is concluded that the all 5 fansites have their own brands and own product packages that will increase visibility of their fansites.