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研究生:歐陽真真
研究生(外文):OU YANG, CHEN-CHEN
論文名稱:有機蔬果之經營與管理-以臺灣市場為例
論文名稱(外文):Operating and Management of Organic Fruits and Vegetables - The Case of Taiwan Market
指導教授:王瑪如王瑪如引用關係
指導教授(外文):WANG, MA-JU
口試委員:林淑瑛拾已宇
口試委員(外文):LIN, SHU-YINGSHIH, YI-YU
口試日期:2019-03-15
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:財務管理系
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:23
中文關鍵詞:有機農業有機蔬果經營管理4P 營銷理論
外文關鍵詞:Organic agricultureOrganic fruit and vegetableOperation management4P marketing theory
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隨者消費者健康訴求意識抬頭,消費者更加重視對食品安全議題,逐漸重視 養生及健康的概念,促進台灣有機農業蓬勃發展。有機蔬果推崇天然、無化學農 藥且不造成人體負擔之農產品為目標,並尊崇大自然,以回歸原始生態之平衡。 台灣在有機農產品上具有龐大市場需求及未來發展潛能,本研究採用 4P 營銷理 論:產品(product)策略、通路(place)策略、訂價(price)策略、促銷(promotion) 策略,探討有機蔬果經營與管理模式。但有機蔬果商店經營正面臨發展困境,受 限於台灣氣候與零碎耕作面積、高投入成本、有機農產品認證辨識度低、商業競 爭及農民新型態銷售模式,因受限於重重困境的傳統有機蔬果商店正陷入發展瓶 頸,有機蔬果商店必須打破舊思維並積極轉型,化危機為無限商機。
有機蔬果商店唯有不斷轉型升級,調整銷售策略採取創新體驗,創造多元商機以因 應劇烈競爭市場,找出新契機才能從困境中生存。有機蔬果商店業者採取創新的經營模 式,舉辦健康體驗活動,提升消費者對商店的信賴度,創造未來永續的龐大商機,這種 體驗活動是一般純購物式的零售賣場無法取代的行銷策略。近年來,隨著勢不可擋的網 路科技崛起,有機蔬果店業者必須跟進網路創新,透過網路行銷提高有機蔬果產品之曝 光度,發展多元服務模式,打造更便利與智慧的消費環境,強化彼此信賴度、套牢消費 者的心且增強顧客黏著度,進一步提升有機蔬果商店之經營成效。
With the rising awareness of consumers' health appeals, consumers put more emphasis on food
safety issues, gradually pay attention to the concept of health, and promote the vigorous development of Taiwan's organic agriculture. Organic fruits and vegetables are aimed to agricultural products that are natural, chemically free of pesticides and do not cause human burden, and respect nature to return to the balance of the original ecology. Taiwan has huge market demand and future development potential in organic agricultural products. This study uses 4P marketing theory: product strategy, place strategy, price strategy, promotion strategy to explore organic fruit and vegetable operation and management mode. However, the operation of organic fruit and vegetable stores is facing development difficulties limited by Taiwan's climate and fragmented farming area, high input costs, low recognition of organic agricultural products certification, commercial competition and new-type sales models of farmers, due to traditional organic factors limited by many difficulties. Fruit and vegetable stores are falling into the bottleneck of development. Organic fruit and vegetable stores must break old thinking and actively transform, and turn crisis into unlimited business opportunities.
Organic fruit and vegetable stores can only continue to transform and upgrade, adjust sales strategies to adopt innovative experiences, create multiple business opportunities in order to compete fiercely in the market, and find new opportunities to survive from the predicament. Organic fruit and vegetable store operators adopt innovative business models, hold health experience activities, enhance consumers' trust in stores, and create huge business opportunities in the future. This kind of experience activities is a marketing strategy that cannot be replaced by general pure shopping retail stores. In recent years, with the unstoppable rise of Internet technology, organic vegetable and fruit store operators must follow up on online innovation, increase the exposure of organic fruits and vegetables through online marketing, develop a multi-service model, create a more convenient and intelligent consumer environment, keep reliance on each other, entangle the hearts of consumers and enhance customer adhesion, and further enhance the operational effectiveness of organic fruit and vegetable stor es.
摘要.................................................................................................................................I
誌謝.............................................................................................................................. III
目錄.............................................................................................................................. IV
表目錄.......................................................................................................................... VI
圖目錄......................................................................................................................... VII
第一章、緒論................................................................................................................ 1
第二章、文獻回顧........................................................................................................ 3
一、食品安全議題 ................................................................................................ 3
二、有機農業及產品之定義 ................................................................................ 3
第三章、台灣有機農產品之現況................................................................................ 6
第四章、有機蔬果經營管理........................................................................................ 9
第一節、4P 營銷理論........................................................................................... 9
一、產品策略 ................................................................................................ 9
二、通路策略 .............................................................................................. 10
三、定價策略 .............................................................................................. 11
四、促銷策略 .............................................................................................. 12
第二節、個案分析.............................................................................................. 12
一、公司理念 .............................................................................................. 12
二、營運模式 .............................................................................................. 13
三、營銷策略 .............................................................................................. 13
第五章、有機蔬果商店經營之困境.......................................................................... 14
第一節、經營困境 .............................................................................................. 14
一、台灣環境.............................................................................................. 14
(一)、氣候與耕地面積之不利條件................................................... 14
(二)、有機農產品之生產成本高....................................................... 14
(三)、有機農產品認證混亂............................................................... 15
二、商業競爭 .............................................................................................. 17
三、農民新型態銷售模式 .......................................................................... 17
第二節、未來展望.............................................................................................. 19
一、健康體驗活動 ...................................................................................... 19
二、網路行銷及管道 .................................................................................. 20
第六章、結論.............................................................................................................. 21
參考文獻...................................................................................................................... 22
吳佳靜,2000,“台灣主要都會區蔬菜食用安全特徵價格之研究”,國立中興 大學農產運銷學系未出版碩士論文。
李佩穎,2014,“有機生鮮農產品線上銷售創新商業模式”,國立台灣大學管 理學院商學研究所未出版碩士論文。
李奇勳、蘇瑞蓮、湯士毅,2018,“影響消費者有機產品態度和購買行為因素 之探討”,管理與資訊學報,第 23 期,1-34 頁。
洪明珠,2017,“竹北周遭有機商店的經營研究”,國立清華大學台灣研究教 師在職進修未出版碩士論文。
劉思岑、李雅慧,2010,“消費者對有機農產品之知識與消費分析”,台灣農學 會報,11(5),488-500 頁。
Briz, T. & Ward, R. W., 2009, “Consumer Awareness of Organic Products in Spain: An Application of Multinominal Logit Models”, Food Policy, 34, 295-304.
Hsu, C. L. & Chen, M. C., 2014, “Explaining Consumer Attitudes and Purchase Intentions Toward Organic Food: Contributions from Regulatory Fit and Consumer Characteristics”, Food Quality and Preference, 35, 6-13.
Lockie, S., Lyons, K. & Mummery, K., 2002, “Eating 'Green':Motivations Behind Organic Food Consumption in Australia”, Sociologia Ruralis, 42(1), 23-40.
Magnusson, M. K., Avrola, A., Hursti, K., Aberg, L. & Sjoden, P. O., 2001, “Attitude Towards Organic Foods among Swedish Consumers”, British Food Journal, 103(3), 209-227.
Salleh, M. M., ALI, S. S., Harum, E. H., Jalil, M. A. & Shaharudin, M. R., 2010, “Consumer’s Perception and Purchase Intentions Towards Organic Food Products: Exploring Attitude Among Academician”, Canadian Social Science, 6(6), 119-129.
Suh, B. W., Eves, A. & Lumbers, M., 2012, “Consumers' Attitude and Understanding of Organic Food: The Case of South Korea”, Journal of Foodservice Business Research, 15(1), 49-63.
Yin, S., Wu, L., Du, L. & Chen, M., 2010, “Consumers’ Purchase Intention of Organic Food in China”. Journal of the Science of Food and Agriculture, 90, 1361-1367.

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