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| 題 名 | 在臺灣發展藏紅花產業的行銷策略探討 |
|---|---|
| 作 者 | 林耿弘; 雷立芬; | 書刊名 | 產業管理評論 |
| 卷 期 | 11:1 2020.06[民109.06] |
| 頁 次 | 頁41-62 |
| 專 輯 | 零工經濟下的輕資產商業模式 |
| 分類號 | 414.92 |
| 關鍵詞 | 藏紅花; 深度訪談; 經營策略; 品牌行銷; Saffron; In-depth interviews; Business strategies; SWOT; Brand marketing; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 藏紅花有三千多年的使用歷史,伊朗、古代的「波斯」因為氣候相當適宜藏紅花生長,加上勞力便宜,因此可以提供品質穩定,且價格合理的藏紅花,並且供應全世界96%產量。藏紅花有「紅色金子」及「香料女王」之稱,和黑松露、鵝肝、魚子醬在美食殿堂並稱三王一后,若以重量衡量,藏紅花是世界上最昂貴的香料。不僅如此,藏紅花還擁有中藥用途,但國內相關研究卻仍有限,如主要用途與通路、消費者認知程度更是付之闕如。站在促進我國中草藥產業發展的角度,應是值得研究之課題。本研究透過深度訪談諮詢大陸生產者、臺灣產業界、中醫學界人士,蒐集資訊與意見,探討臺灣發展藏紅花產業的可能性,如生產條件、市場潛力等;其次透過SWOT分析藏紅花在臺灣競爭優勢並討論其行銷經營策略。 |
| 英文摘要 | Saffron Crocus has a history of 3000 years of use. Iran, or ancient Persia, has weather conditions suitable for saffron growth as well as cheap labor, and therefore provides a steady supply for saffron with consistency in quality at reasonable prices, which makes up 96% of the world saffron supplies. Saffron is the Red gordon and Queen of Spices; in the world of gourmet foods, it stands alongside black truffles, foie gras, and caviar, which are called the "3 Kings and 1 Queen." If measured by weight, saffron would be the most expensive spice in the world. Saffron has a variety of uses in Chinese medicine. Our domestic research has limited data on it, such as primary purpose and marketing channels, as well as a lack of consumer awareness. On the standpoint of stimulating the development of our domestic herbal industry, saffron is a subject worthy of research. This study collects the data and opinions from industry experts via in depth interviews to explore the possibility of developing a saffron business in Taiwan, including the aspects of production conditions and market potentials. Afterwards, SWOT is utilized to analyze the competitive edge and possible marketing business strategies for saffron in Taiwan. |
本系統中英文摘要資訊取自各篇刊載內容。