查詢結果分析
來源資料
頁籤選單縮合
題 名 | 拓展蔬菜水果直接運銷之行銷策略=Marketing Strategies of Developing Direct Marketing of Vegetables and Fruits |
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作 者 | 陳淑恩; | 書刊名 | 農產運銷論叢 |
卷 期 | 2 1997.03[民86.03] |
頁 次 | 頁95-104 |
分類號 | 431.25 |
關鍵詞 | 直銷策略; 認知和態度; 品牌建立; 配銷中心; Direct marketing strategy; Perception and attitude; Branding; Distribution center; |
語 文 | 中文(Chinese) |
中文摘要 | 本文的目的在瞭和比較蔬果運銷通路中各參與者對直銷之認知和態度,探討拓展 直銷通路之行銷策略用李克特態度測度尺度量表,本研究採對照分析和分群分析,並綜合探 討拓展直銷策略之關鍵。提高產地價格、降低運銷成本、和建立品牌,將有助生產者階段直 銷業務之推行。對已辦理和未辦理直銷之二類農民團體,宜有不同段性的農政措施成立配銷 中心、建立產品新鮮和與消費地靠近的形象,是在超市階段重要的直銷拓展策略。為獲得消 費者的肯定,直銷業務在品牌建立找有信譽的超商出售注意蔬果之新鮮度,需多加強;在增 加蔬果種類、降低蔬果價格、和提高運銷效率上,需有所改善。至於不同蔬果間,則應採取 差異性行銷策略。綜合而言,「交易信用」、「包裝成本」、「人力節約」、「品牌建立」 、「農民團體與超市的合作關係」、「配銷中心」、「品質和新鮮」、和「合理價格」,是 拓展直銷策略之關鍵。 |
英文摘要 | By realizing and comparing the perceptions and attitudes of participants in marketing channels of vegetables and fruits, the purpose of this paper is to investigate the marketing strategy of direct marketing of vegetables and fruits. The respondent data of Likert scale of attitude measurements are used to compare the differences among groups and to conclude the key to the success of direct marketing of vegetables and fruits. Increasing producers' price, decreasing marketing costs, and branding will encourage producers to offer produces for direct marketing. Two packages of govermment supports for farmers' organizations with and with out the business of direct marketing currently are needed. Establishing distribution centers and providing the image of freshness and near distance to purchase are important to win the sale opportunity in supemarkets for direct-marketing produces. Branding, the reputation of supemarkets, the freshness and the variety of produces, reasonable prices, and marketing efficiency are factors to satisfy consumers' needs. different categories of vegetables and fruits need different marketing strategies for direct marketing. In general, exchange credits, packaging costs, labor saving, branding, the cooperation between farmers'organizations and supemarkets, distribution centers, quality and freshness, and reasonable prices are keys to marketing strategies of direct marketing. |
本系統中英文摘要資訊取自各篇刊載內容。