Marketing Strategy of Agricultural Products in Remote Districts— a Case Study of Mudan Township, Taiwan

MUIR > College of Business and Management > Department of Information Management > Conference Papers > Item 987654321/3696

Please use this identifier to cite or link to this item: http://ir.meiho.edu.tw/ir/handle/987654321/3696

Title:	Marketing Strategy of Agricultural Products in Remote Districts— a Case Study of Mudan Township, Taiwan
Authors:	Ho, Ying-Hsiang;Lin, Hsiao-Tseng
Keywords:	Marketing strategy;Remote Districts;Agricultural products;In-depth interviews
Date:	2019-05-28
Issue Date:	2019-06-04T08:13:18Z (UTC)
Abstract:	Abstract—Mudan Township is a remote mountainous area in Taiwan. In recent years, due to the migration of the population, inconvenient transportation, digital divide, and low production, agricultural products marketing have become a major issue. This research aims to develop the marketing strategy suitable for the agricultural products of the rural areas. The main objective of this work is to conduct in-depth interviews with scholars and experts in the marketing field, combined with the marketing 4P combination, to analyze and summarize the possible marketing strategies for agricultural products for remote districts. The interviews consist of seven experts from industry who have practical experience in producing, marketing, and selling agricultural products and three professors that have experience in teaching marketing management. The in-depth interviews are conducted for about an hour using a pre-drafted interview outline. The results of the interviews are summarized by semantic analysis and presented in a marketing 4P combination. The results indicate that in terms of products, high-quality products with original characteristics can be added through the implementation of production history, organic certification, and cultural packaging. In the place part, we found that the use of emerging communities, the emphasis on cross-industry alliances, the improvement of information application capabilities of rural households, production and marketing group, and contractual farming system are the development priorities. In terms of promotion, it should be an emphasis on the management of internet social media and word-of-mouth marketing. udan Township may consider promoting agricultural products through special festivals such as farmer's market, wild ginger flower season and hot spring season. This research also proposes relevant recommendations for the government's public sector and related industry reference for the promotion of agricultural products for remote area.
Appears in Collections:	[Department of Information Management] Conference Papers

Files in This Item:

File	Description	Size	Format
林筱增_國際研討會論文2019 (2).pdf		250Kb	Adobe PDF	800	View/Open

View Licence

Loading...