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題 名 | 應用行銷4P理論推動鹿茸產業鄉村發展策略=Applying Marketing 4P Theory to Promote the Rural Development Strategy of Deer Antler Industry |
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作 者 | 李宗儒; 林永順; | 書刊名 | 鄉村發展 |
卷 期 | 24 2023.12[民112.12] |
頁 次 | 頁1-9 |
分類號 | 496 |
關鍵詞 | 鹿茸; 4P行銷理論; Deer antler; The marketing theory of 4P; |
語 文 | 中文(Chinese) |
中文摘要 | 臺灣養鹿業是重要的畜牧產業之一,其中最重要且穩定的收入來源為採收鹿茸, 鹿茸具有多種營養成份能強健筋骨、提升免疫力。由於臺紐經濟合作協定,2025 年 將面臨紐西蘭進口低價鹿茸衝擊臺灣鹿茸市場,致使鹿茸產業將面臨高度的市場競 爭。我國的南投、台南為主要的養鹿縣市,為推廣鹿茸產業及結合鄉村發展,本研 究應用 Kotler 提出之行銷 4P 理論,從產品、價格、促銷、通路等層面探討鹿茸產 業,協助鹿農拓展鹿茸能見度,提高民眾對鹿茸的瞭解程度以激發購買動機,藉由 養鹿產業提升在地鄉村發展競爭力。 |
英文摘要 | Deer farming in Taiwan is one of the most important animal husbandry industries, the most important and stable source of income is the harvesting of deer antlers. Deer antler has a variety of nutrients that can strengthen bones and improve immunity. Due to the Taiwan-New Zealand Economic Cooperation Agreement, in 2025, low-priced deer antler imported from New Zealand will impact the Taiwan deer antler market, resulting in a high degree of market competition for the deer antler industry. Nantou and Tainan are the main deer-raising counties and cities, in order to promote the deer antler industry and integrate rural development, this research applies the marketing 4P theory proposed by Kotler, Discuss the deer antler industry from the aspects of product, price, promotion, channel. Assist deer farmers to expand antler visibility, raise awareness of deer antler to motivate purchases. Improve the competitiveness of local rural development through the deer industry. |
本系統中英文摘要資訊取自各篇刊載內容。