| Summary: | 碩士 === 國立臺東大學 === 進修部休閒事業管理組碩(夜間） === 96 === ABSTRACT
Along with the liberalism of the economy, the agricultural product marketing and consumption style has been changed. The integrated agriculture management is gradually commercialized. The government agriculture policy emphasizes raising income instead of production process. However, the advanced marketing channel insures agriculturist to earn reasonable profit. Marketing is the beginning and main strength of the economic activities. Therefore, to improve the agricultural marketing channel is currently one of the most important agriculture topics.
The development of agricultural product should emphasize the competitive value of the industry, set a proper topic, adopt appropriate strategy, establish execution system. In order to increase the profit and stay in the market, the information analysis of product, consumer, purchasing power and customer satisfaction have to be studied sincerely by building a complete service distributor system. The marketing channel directly contacts to customers and the value-creating part. It is also a profit foundation between products and consumers. As a result, to understand the marketing channel can improve the industry development and the customer loyalty and profit can be increased by choosing the best marketing channel.
This research focuses on the marketing channel of Roselle product in Gengfone, Taitung. The research methods include literature review, description and Tabulated Statistics. The variable terms are product, consumer characteristic, market, oneself and agent. The objective of this research is to study the marketing channel and product value. Suggestions are proposed to push the comprehensive development of local industry and build up the concept of marketing channel.
Key word: Value of Competition, Marketing channel.
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