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題 名 | 臺灣農會網路行銷之關鍵成功因素分析:以信義鄉農會為例=Critical Success Factors of Online Marketing of Farmers' Associations in Taiwan: A Study of the Sinyi Township Farmers' Association |
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作 者 | 陳炤堅; 岳修平; | 書刊名 | 資訊傳播研究 |
卷 期 | 5:1 2014.10[民103.10] |
頁 次 | 頁43-59 |
分類號 | 431.2 |
關鍵詞 | 農業行銷; 農業品牌; 網路行銷; 關鍵成功因素; Agricultural marketing; Agricultural brand; Online marketing; Critical success factors; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來,網路行銷已成為企業經營中最關鍵的任務。網路行銷不僅在各行各業中盛行,其運作變得更加成熟而複雜,使得網路行銷成為一個有效的國貿方式,也成為臺灣農業發展一項重要的利器,其中信義鄉農會的應用便是一個成功的範例。本研究以7P架構(產品、價格、推廣、通路、人員、實體環境、流程管理)來分析信義鄉農會網路行銷的關鍵成功因素,以做為臺灣農業推動網路行銷的參考。儘管仍存在許多的限制,信義鄉農會成功地整合了區域性農業努力和族群文化、考量消費者觀點、抑制傳統思維、創立新穎品牌、賦予顧客導向的形象,並在網路上奠定了優良的聲譽。 |
英文摘要 | Online marketing has become one of the most critical tasks in business management in recent years. The application of online marketing in various industries has flourished and increased in sophistication, causing online marketing to become an effective method of trading worldwide, as well as a crucial development trend for Taiwanese agriculture. The Sinyi Township Farmers' Association (STFA) has successfully employed online marketing. In this study, we analyzed the online-marketing business strategy of the STFA within a 7P (Product, Price, Place, Promotion, Participant, Physical Evidence, & Process Management) framework, the results of which can serve as a reference for promoting the online marketing of Taiwanese agriculture. Despite numerous restrictions, the STFA has fully integrated local agricultural efforts and ethnic culture, considered the consumer perspective, disregarded traditional practices, constructed a successful brand image, created a consumer-based image, and established an excellent reputation on the Internet. |
本系統中英文摘要資訊取自各篇刊載內容。