台灣的有機市場近年來迅速發展，但綜觀市場上，不論是有機連鎖專賣店或是有機單體店，真正經營成功的卻在少數。因此本研究希望藉由探索市場上兩間經營有成的個案公司，歸納出成功有機通路業者應具備的行銷策略。
本研究採質化以及量化方法並行，以質化方式為主，量化為輔。從販售者的立場用過往文獻，找出關於A、B公司的STP以及行銷組合的資料，並作歸納；從消費者立場，做出研究假設來探討「產品涉入程度」與「購買意願」之間的關係。以下幾點是本研究的主要結果以及實務上提出對於未來想要進入有機產業的業者之建議：
1.明確的市場選擇和定位→業者須選擇要販售的有機產品類型是屬於一般日常用品或是偏向具有療效的產品。
2.「產品涉入程度」正向顯著影響「購買意願」→業者應加強教育消費者。
3.有機產品對於消費者的象徵價值偏低→業者應加強宣傳有機產品的象徵性。例如購買有機產品的消費者是愛護地球，有環保意念的消費者
4.一定的誤購可能性→業者對於店內販售的有機產品，針對驗證部分應該嚴格把關。
綜合上述的分析結果，希望能夠幫助市場上眾多經營有機產業不順利的業者或是未來想要進入有機產業的業者一個行銷策略的範例。 / The organic market in Taiwan has been quickly expanding. However, among all the organic chain stores and independent organic vendors, there are only few cases of success. The study attempts to conclude what marketing strategies should be adopted by successful organic vendors by examining the marketing strategies of two companies.
The present study applies both qualitative and quantitative methods, but based primarily on qualitative method. From the vendor’ perspective,we explore the STP and marketing mix- 4ps of A、B company from earlier source. From the consumers’ perspective, the study sets up a hypothesis to explore the relationship between “product involvement”and “purchase intention”.
Below(the following) are the results and suggestions to potential vendors in future:
1. Targeting and positioning→ company should distinguish general organic products
from products with curative effect
2.“Product involvement”has significant positive effect on“purchase intention”→
company should educate consumers.
3. Organic products’ symbolic value is low to consumers → company should focus
on promoting the symbolic meaning of purchasing organic product. Ex: consumers
who purchase organic product are environment-conscious.
4. Awareness of unauthentic product → company should ensure that all products are
certified.
This study hopes to offer a marketing model to the less successful vendors and entrepreneurs who wish to enter the industry in future.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0983550191 |
| Creators | 侯昱成, Hou, Yu Cheng |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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