Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/67366
標題: 建構農產品現代化行銷通路與品牌策略之研究
A Study on Establishing Modernized Marketing Channels and Developing Brand Strategies for Agricultural Products
作者: 萬鍾汶
廖武正
許人杰
黃麗君
黃炳文
許素華
陳海菁
關鍵字: 應用研究
Brand
農產運銷
品牌
品牌策略
水果行銷
品牌形象
隱喻誘引技術
品牌權益
產品聯想
自由聯想
支援服務體系
行銷輔導
Branding Strategy
Fruits Marketing
Brand Image
Zaltman Metaphor Elicitation Technique
Brand Equity
Product Association
Free Association
Supporting Service System
Marketing Consulting
摘要: 本研究將深入瞭解農民團體對國產品牌水果之經營狀況,分析運銷商及消費者對品牌水果的購買反應,研擬我國農產品的核心產品聯想要素與國產品牌定位策略,作為強化我國農產品品牌權益之基礎。同時,爲配合發展農產品品牌國際行銷,亦將研析農產行銷體系之專業輔導功能、建置農產行銷支援服務體系及農產行銷人才培育模式。
This project intends to develop effective brand fruits strategies for international marketing through investigating the behaviors of fruits marketers, grower groups, and consumers, as well as analyzing the management situation of brand fruits. In addition, this project is aimed to establish a supporting service system for regional fruits marketing. The current situations and obstacles of international marketing channels will be analyzed; then the coaching functions of fruits marketing and feasible ways of incubating agricultural marketing talents will be provided.
URI: http://hdl.handle.net/11455/67366
其他識別: 94農科-2.1.3-糧-Z1(1)
文章連結: http://grbsearch.stpi.narl.org.tw/GRB/result.jsp?id=1154634&plan_no=94%E8%BE%B2%E7%A7%91-2.1.3-%E7%B3%A7-Z1%281%29&plan_year=94&projkey=PG9410-1402&target=plan&highStr=*&check=0&pnchDesc=%E5%BB%BA%E6%A7%8B%E8%BE%B2%E7%94%A2%E5%93%81%E7%8F%BE%E4%BB%A3%E5%8C%96%E8%A1%8C%E9%8A%B7%E9%80%9A%E8%B7%AF%E8%88%87%E5%93%81%E7%89%8C%E7%AD%96%E7%95%A5%E4%B9%8B%E7%A0%94%E7%A9%B6
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