頁籤選單縮合
題 名 | 從品牌管理策略觀點探討有機農業的發展問題=From the Viewpoint of Brand Management to Discuss the Developing Problems of Organic Agriculture |
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作 者 | 張元和; | 書刊名 | 蘭陽學報 |
卷 期 | 5 民95.05 |
頁 次 | 頁108-117 |
分類號 | 430.13 |
關鍵詞 | 有機農業; 品牌管理; 驗證制度; Organic agriculture; Brand management; Verifying system; |
語 文 | 中文(Chinese) |
中文摘要 | 品牌管理是策略決策的重要起點,從企業的個別組織而言,品牌管理固然是其總體行銷策略的重點考量;擴而言之,對某些面臨品質良莠不齊缺代消費信心的個別產業,從品牌管理的策略觀點著手,常能有效提升解決產業困境的能力。面對加入世界貿易組織的壓力,政府及民間為促進臺灣農業發展,提升競爭力,乃倡導鼓勵農業技術上的研發創新,強化農業科技,增加農產品的附加價值。有機農業的發展,相當程度的符合我國農業現今的發需求。臺灣有機農業的發展現況中,仍存在著這多有待改善的困難。其中亦有許多問題與品牌驗證管理具有重要關聯的議題。本文透過品牌管理的理念,對照我國有機農業的現況與發展中所面臨的諸多問題;並根據品牌管理策略的觀點進行相關分析與建議,期能予有機農業的產業問題提供些許的說明與參考價值。 |
英文摘要 | Brand Management plays an important role in Corporation strategies. Brand management gains considerable attention from individual company with regard to its marketing strategies. However, when facing an industry lacking consuming confidence, it could be helpful to apply from the practice of brand management. Facing the pressure of enrolling WTO, agriculture research and innovation are encourage for a purpose of increasing added value. It is quite suitable of the development of organic agriculture under this kind of situation. Still, there are some problems existing along the development of organic agriculture. Portion of the problems are related to brand management or verifying. This paper tries to apply the viewpoint of brand management to check the problems exist under the development of Taiwan’s organic agriculture, and proposes suggestions to the related problems. Hoping this article would be able to offer reference value for the industry of organic agriculture. |
本系統中英文摘要資訊取自各篇刊載內容。