The Research on the Consumers’ Habits and the Firms’ Channel Strategy, Taking the Purchase ofHousehold Rice for Example

• Main Authors: LI,YU-HUI, 李玉惠
• Other Authors: Tsai, Chih-Ming
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/9ay8xn

碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 105 === First of all, the rice businesses have to develop the marketing strategies to realize the promotional function to attain the targeted goal, which would better meet the consumers' needs and improve the convenience to buy the rice goods. Secondly, the positioning in the marketing channel management and the sales analysis of channels are necessary to rice businesses. They can accordingly develop the strategies of branding, pricing, campaigning and so forth to better execute the marketing channel strategies to the targeted consumers. In addition, rice businesses also have to fully understand and control the factors like the sources of supplies, species, quantities produced, prices, and qualities in order to stabilize the supply of rice and enable consumers to buy the goods they need through the diversified options of channels. To sum up, in the whole rice market, the sellers have their own different marketing strategies to stimulate the consumption of the rice market by providing the consumers with special utilizations with their products. They would not only fulfill the consumers' needs and preferences, but also achieve the sales goal with well marketing planning and channel strategies. Key words: Rice Business, Rice Seller, Rice Selling, Source of Supply, Source of Product, Place of Origin, Price, Quality, Consumers Market, Marketing Strategy. Keywords: Household Rice Selling, Consumption Habits, Marketing Channel Strategy