台灣虱目魚運銷及其推廣策略之研究

Abstract

基於結合運銷與推廣，本文旨在研究台灣虱目魚養殖戶運銷需求傾V，並 據以試擬運銷策略及其推廣方法．藉由1991年4月至1992年3月橫斷面原始 調查資料及行銷決策與組合理念，以因素與集群分析法，將養殖戶就經營 目標；經營特色及運銷需求傾向屬性，實證劃分族群，以探究其運銷需求 ．研究結果顯示，養殖戶以販運商為主要銷售對象，而價格；風險及越冬 與否是養殖戶選擇通路重要考量因素，且額外資訊或預期行為有助於養殖 戶的決策選擇．就整體運銷需求傾向言，養殖戶面臨本身資源或市場環境 變化時所期望的運銷需求是調整其經營利潤或產品的通路，價格與品質． 此外，期望藉由政府及傳播媒體力量作促銷．無論何一運銷需求類型，其 可有 (一)調整經營利潤；(二)調整運銷組合，其中宜另闢通路以及(三) 調整運銷通路；品質及價格等三種運銷策略．由此所推荐之推廣方法有資 訊傳播策略的諮詢溝通與人力資源發展策略的教育訓練方法．

In order to pool agricultural marketing with agricultural extension , the purpose of this study is to search the market- ing propensity to demand and to formulate marketing strategies and extension methods . This study employed both the marketing mix and the analys- is with factor and cluster , based on the attributes of manag- ement objective and management characteristic , to get market- ing propensity to demand for milkfishers in Taiwan . The date used in this study came from the field survey from April of 1 991 to march of 1992 . The major findings drawn from this study are summarized aslowing : (1) There are three kinds of marketing propensity to demand , i. e. , promoting profits , adjusting marketing ch- annels , and rearranging the marketing mix . (2) The extension methods implied by the those propensities described above are concentrated on the consultive communication and the education training which may be adopted by the fishers assocation .