碩士 / 環球科技大學 / 中小企業經營策略管理研究所 / 100 / The primary subject of this study comprehends the correlation marketing of the Yunlin County’s mullet roe. This study used the concept of SWOT strategy and Porter’s five forces model to analyze Yunlin County’s mullet roe for reviewing an enterprise’s Strength, Weakness, industrial’s Opportunities and Threats from competitor it confronts.
It started with theories of market characteristics, company competitiveness, and business development. And we selected 6 professional who held mullet roe interest for a deep investigation and surveyed 40 personages. All the data got from experiment were analyzed with average, standard deviation, and single factor analysis of variance. On the same time, it analyses the mullet roe industry for the future marketing strategy.
From the results of the survey, there are ten major methods:
1. Keeping the target customer group, and using shipping to have the direct-sell implementation to create higher profit.
2. Building traceability to create own brand and to increase the product value.
3. Combining the leisure tourism with mullet roe industry, in order to generate output and improve local economic prosperity.
4. Integrating all of the agencies into the organization, and help the dealers to join it.
5. Creating the image of local products.
6. Government to implement the marking policies to promote mullet roe industry.
7. The dealers and organization will to promote the marketing activity of mullet roe industry.
8. The safety measures and the brand of the product are important elements for consumers to buy the mullet roe.
9. by medias like TV, radio, newspapers and magazines to help the local characteristic industry.
10. The higher satisfactory interpretation service can promote the purchasing rate.
| Identifer | oai:union.ndltd.org:TW/100TWIT0802001 |
| Date | January 2012 |
| Creators | Lee,Chin-Lung, 李佳蓉 |
| Contributors | Lin,Ming-Fung, 林明芳 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 156 |
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