A Study on the Possibility of Green Marketing and Marketing Strategies in Leisure Ranch-The Case of Hualien County

• Main Authors: Fan,Gang-Bao, 范綱保
• Other Authors: Tuan, Chao-Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/05837523979940303661

碩士 === 國立屏東科技大學 === 農企業管理系所 === 97 === Nowadays, our government’s agricultural policy is focused on health, efficiency, sustainable agriculture to build our land become an “innocuous agricultural island.” Hualien’s natural resources and geographic environment are very suitable to develop innocuous agriculture. In addition, Hualien County is the only region supported by local government to start this new farming concept. The purpose of this study is to catch with this new green trend, enhance continual business, and provide visitors intellectual journey, This study is based on 7P's of service sector and conducted through interviews with business owners, and exports to discuss the business feasibility and future of green pastures in Hualien. Findings of problems, solutions, and strategies are provided as reference for business operators and government. Results obtained in this study can be summarized as following： 1. Natural environment and government’s efforts on innocuous agriculture are two main strong points which make Hualien the most ideal place to develop green pastures leisure marketing. 2. Packing is based on low-pollution, recyclable, and resource saving which are green procurement concepts as well. Image of innocuous agriculture is applied to reveal the promise of environmental protection and non-chemical land. 3. Pricing strategy is determined by the quality of product and so do the core values of the farm. Low-price strategy is not used. 4. Further to the channel strategy, compared to the traditional channel-through the local market, on-line channel is the best way to promote green products. 5. Advertisement and on-site sales persons are suggested on promotion strategy and are the keys to attract second purchase. 6. Suggestions on structure strategy are taking green building, such as organic slaughterhouses, organic restaurants, green hotels, etc. into consideration. 7. Employees count. Employees are obligated to serve customers from heart. To equip staff with green concept and duty to protect our environment. 8. On process strategy, guidance of the target farm and concept of environmental protection are passed down through experience courses and interpretation.