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頁籤選單縮合
| 題 名 | Using ICDT Model and Grey Relational Analysis to Develop the Marketing Strategies of Agricultural Products--Taiwan as an Example=運用ICDT模型與灰關聯分析發展農產品網路行銷策略--以臺灣為例 |
|---|---|
| 作 者 | 黃敏淳; 李宗儒; 林永順; | 書刊名 | 台灣農學會報 |
| 卷 期 | 24 2024[民113] |
| 頁 次 | 頁76-102 |
| 分類號 | 496 |
| 關鍵詞 | 農產品網路行銷; ICDT模型; 灰色關聯分析; Internet marketing of agricultural products; ICDT model; Grey relational analysis; |
| 語 文 | 英文(English) |
| DOI | 10.6730/JAAT.202411_24.0007 |
| 中文摘要 | 隨著網路科技的發展,網路行銷模式已成為一種新型的行銷管道,臺灣農產品經營者可透過網路行銷 突破國內農產品既有的銷售模式。對農產品經營者來說這是新的機會同時也是挑戰。本研究旨在調查在網 路上購買國產農產品的臺灣消費者,以 ICDT 模型並採用灰色關聯分析法擷取消費者網購時關注的關鍵因 素。此外,運用行銷 4P 理論向國內農產品經營者及農業機構提出共 23 種網路行銷策略,希冀提升臺灣整 體農業經濟。 |
| 英文摘要 | With the development of Internet technology, the model of Internet marketing has become a new type of marketing channel. Agricultural products operators in Taiwan can break through the inherent sales model of domestic agricultural products through Internet marketing. For agricultural product operators, it is a new opportunity but also a challenge. This study aims to investigate consumers in Taiwan who have purchased domestic agricultural products on the Internet. Based on the ICDT model, this study adopts the grey relational analysis to extract the key factors that consumers pay attention to when shopping online; in addition, the marketing theory of 4Ps is used to propose a total of 23 Internet marketing strategies to domestic agricultural product operators and agricultural agencies in the hope of enhancing the overall agricultural economy in Taiwan. |
本系統中英文摘要資訊取自各篇刊載內容。