| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 105 === The rice industry provides a critical foundation for Taiwan’s agricultural economy development. Early on, the agricultural sector contributed to more than 11% of Taiwan’s gross domestic product (GDP), but with industrial development and the emerging of the service industry, GDP from agriculture has dropped steadily. Similar to Japan, rice is an important staple food for Taiwanese. In Taiwan in fact, rice is far more crucial than other crops; it affects the national food security and is part of the cultural preservation.
Taiwan’s rice industry in general is more production oriented; marketing and aesthetic quality are commonly ignored. To upgrade the rice industry, it is critical to enhance the aesthetic quality through corporate culture (internally) and to work on brand design and product packaging. These measures will boost company competitiveness, an important factor for the rice industry to thrive.
In this study, a systemic framework was developed for the traditional rice industry by analyzing and organizing the ideas of aesthetic quality. Then from examining product design, packaging, sales, and the actual sales data, factors affecting the aesthetic quality of rice products were extracted and concretized, while the relationships between each factor and the sales volume were determined. The result shows that visual aesthetics has the greatest effect on consumers’ purchase, brand image the second, product price the third, and packaging the last.
This study result provides useful information for determining the rice marketing direction. For developing Taiwan’s rice industry and promoting the rice products to worldwide, this study also reveals the importance of using available resources effectively on rice marketing rather than on production or product function alone.
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