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The Evaluation of Marketing Strategic Performance for Brand Fruits in Taiwan
|關鍵字:||marketing strategic performance;行銷策略績效;six sigma;六標準差||出版社:||應用經濟學研究所||摘要:||
The objectives of this study were to explore the operational conditions of marketing strategy for branded fruits in Taiwan, based on both concepts of marketing strategy and Six Sigma (6σ) combination. The five steps of Six Sigma were the main approach involving with data analysis including defining core process to observe marketing strategic operational condition, measuring performance with price difference index, analyzing survey to build regression model data, redesigning process improvement for marketing strategic operational condition and control performance by providing control methods.
The results of study were summarized as follows:
1. Using performance measure of Six Sigma, it was currently to find low performance in farm groups implementing branded fruits. It indicated that there has wide improvement space in marketing strategies. This monograph matches five steps of Six Sigma to check inner process and reform, and it expected to raise effectively marketing strategic performance.
2. Marketing strategic checking indeed influenced marketing strategic performance. As general, marketing system should contain four steps (planning, establishing, implementing, checking). But farm groups only had simple three steps (planning, establishing, implementing) in marketing strategic operation, current marketing systems were too brief. After farm group implemented marketing strategy, they caused marketing strategic performance to drop off without making review and evaluation later.
3. By product strategy, there had classification standard, packing design, strengthening product diversity excellent brand strategy, which made price of brand fruits increase and influence noticeably for performance. By price strategy, there had added costs to influence performance clearly in price decision. By place strategy, there had networked sale to effect performance greatly. By promotion strategy; there had medium advertisement; flat advertisement; trial and propaganda to effect performance largely and there had positive influential results.
4. Currently, branded fruits were greater difference in price than general with no branded fruits about twenty percent to thirty percent. And branded fruits for passed government excellent recognition were greater difference in price, maybe above thirty percent. Empirical results showed branded fruits for passed government excellent recognition indeed produce some influences in marketing strategic performance.
This monograph applied five steps of Six Sigma to agricultural product marketing fields and study results appeared that marketing strategy of farm groups really need to adjust. On one hand, it was not long enough for branded fruits implementation time, on the other hand farm groups needed to set up appropriate marketing strategy with often noticing market condition. Thus, it may increase consumer perceptions and attitudes toward brand fruits, further promoting competitiveness of fruit market in Taiwan.
|Appears in Collections:||應用經濟學系|
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