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Technical Research, Innovation and Application in Agricultural Marketing (II)
This research endeavor includes seven sub-foci. The first is the enhancement of the branding and certification system for local agricultural produce. Consumer recognition of local fruits and vegetables and their market demand (compared with the demand of imported produce) is analyzed with a particular focus on consumer behavior in metropolis areas. The second is an evaluation of the promotions of local agricultural produce. The current methods of promotion are examined which then provide an idea of public means. In addition, an internet information system of the local agricultural produce of Taichung prefecture is established. The third is an extension of direct marketing channels in order to establish diversified marketing linkage. The current status of direct marketing channels of agricultural produce is evaluated. A special emphasis is placed on the marketing channels of organic vegetables as well as the benefits of direct marketing. The fourth is the improvement of trading in agricultural wholesale markets. This includes the efficiency of both flower wholesale market pricing and the managerial assistance of the Hsilo fruit and vegetable wholesale markets. The fifth is the creation of a more informative environment that enables better communication between farmers' associations and production marketing groups. The sixth is the transformation and activation of the agricultural wholesale market. This includes fish wholesale markets as well as fruit and vegetable wholesale markets. The seventh is the post-harvest handling of fruit and vegetable produce. This procedure entails the maintenance and marketing of produce at low temperatures. The usage of pre-cooling equipment and proper handling practices are also examined.
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