行政院農業委員會台南區農業改良場   研究彙報第62號

 

產銷團體行銷通路推廣之研究

陳勵勤

摘  要

  陳勵勤。2013。產銷團體行銷通路推廣之研究。臺南區農業改良場研究彙報62:61-73。

  本研究欲探討雲嘉南地區之農民、產銷班之產品,調查其銷售各行銷通路之運作、配合、管理..等情形,並作初步的分析檢討,以利本身之經營運作及改善。農產品主要銷售通路不同,農產品價差亦有所不同,調查後發現和大多數人認知一致,直銷、宅配通路的價格較拍賣市場良好,但是各個不同通路,在行銷管理上也需要不同配合。許多生產者想要開拓直銷宅配市場,那就要做好產品驗證、農產品功能定位、產品訂價策略、販售通路需求調查、參加評鑑競賽、於展售活動中蒐集消費者相關資料..等相關管理措施。不同的驗證,對開發多元農產品販售通路亦有所幫助,因此欲增加銷售通路(包括外銷)的機會,就需先取得相關驗證。

關鍵字:產銷團體、行銷通路、推廣
接受日期:2013年5月1日


The Research on Marketing Channel of Production and Marketing Groups

Chen, L.C.

Abstract

   This study examined the operation and management of marketing channel. Questionnaires were given to the farmers of production and marketing teams in Yunlin, Chiayi and Tainan distract. The data was collected and analyzed to provide valuable information for further improvement. Price of agriculture produces/ products varied greatly with different marketing channels/methods. Results of the survey were found in accordance with most of the people thought. Prices of direct sale and send-to-home by logistics are better than that on the auction market. However, management strategies varied in different marketing channel/ methods. If the produces want to expand the volume of send-to-home by logistics, they have to do product verification, agricultural products function positioning, pricing strategy, marketing channel needs survey, participation in the evaluation contest, and consumer data collection. Relevant verification is also needed to increase and extend marketing channel, include export.

Key words: Production and Marketing Groups, Marketing Channel, Extension
Accepted for publication: May 1, 2013


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