The Study on the Marketing Strategies of Gukeng Farmers Association: Based on Market Survey and Case Study

• Main Authors: CHIEN, KAO-CHEN, 簡高振
• Other Authors: JAW, CHYI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/sj5qmt

碩士 === 國立雲林科技大學 === 企業管理系 === 107 === Taiwan’s farmers’ association was established to match up with the agricultural policies of the government, to do its best to develop agriculture and to make rural areas prosperous. The system of farmers’ association plays the role of the bridge between agricultural policies, producers (farmers), dealers and customers. In the process of production and marketing, both service and the association’s own brand can integrate the resource policy provided by the government to match its service or adding value of products to create its competitive strength. The latitude, climate and topography of Gukeng Township, Yunlin County, is suitable for coffee beans to grow. The coffee industry was developed nearly a hundred years ago. However, the development of the coffee industry had been neglected since the 1950s. As the whole environmental competition changed, Gukeng Farmers’ Association reused coffee as the main economic product with camellia oil to make a double axises. During 2003 to 2006, the coffee-related products once made revenue worth of a hundred million. From 2007, the revenue of Gukeng Farmers’ Association continued decreasing as the requirements to join into the coffee industry are low, the health consciousness of ultimate consumers awakened and consumers’ doubt on the quality of products from Gukeng Farmers’ Association, making the industry unable to grow. This study provides several suggestions to problems of marketing and management of Gukeng Farmers’ Association with results acquired from market research and a case study of a farmers’ association. It is hoped Gukeng Farmers’ Association can improve its managing plan in the future. The study integrates qualitative and quantitative research methods and 389 questionnaires are valid. 1. There are two suggestions from the results of this study for Gukeng Farmers’ Association. a. Sales channel: Choose the item “Easy to purchase,” which is with low agreement rate as the main point to improve based on the result of the study and open a network platform. b. Brand promotion: According to the questionnaire result of this study, the positive image of Gukeng coffee from participants is far higher than the other 3 brands. It is suggested for Gukeng Farmers’ Association to continue promoting coffee in its future promotion events. 2. Two suggestions for single product of Gukeng Farmers’ Association: a. Importance of the considerations when purchasing coffee products. According to the study, consumers care more about quality and food safety than prices and local production. Moreover, the ratio of consumers caring about coffee beans shall be produced locally is low. It is suggested that Gukeng Farmers’ Association can purchase coffee beans from different places of origin to adjust taste to gain more consumers. b. Considerations to purchase camellia oil and other products. It is found that after the camellia oil meets items of “Quality”, “Safety” and “Freshness,” Gukeng Farmers’ Association can then adjust its price. Also, it can be anticipated that consumers tend to accept camellia oil products with high quality and high prices.