A Study on the Marketing of Farmer 's Agricultural Products - A Case Study of Huwei Town

• Main Authors: Huang, Yu-Hui, 黃鈺惠
• Other Authors: YOU, TZUNG-HS
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/ec5qb3

碩士 === 環球科技大學 === 公共事務管理研究所 === 105 === Huwei Township is located in the center of Yunlin County. Its economic model remains agricultural and fundamental industrial/commercial type. Currently, the function of farmers’ association is on upgrading agricultural production technology, and improving farmers’ quality of life. Given the locations, owned resources, and agricultural specialty of each farmers’ association are different, the problems they face varied. Huwei farmers’ association enjoys the benefit of fundamental industrial/commercial base and local agriculture. The sales of agricultural specialty have accounted for a substantial portion of farmer association economy in current Taiwan. But it still falls behind the multiple brands from famous and major industrial/commercial businesses. It can’t either compare with the large chain stores who own massive sales channels and the power in purchasing products at lower prices. Given the position of farmers’ association, they are not encouraged to increase their profit by squeezing their suppliers’ profit. The running efficiency of a farmers’ association with the aim of sustained operation has become the focus of this study. The relevant research on agricultural products is biased towards the studies on production technology of agricultural products, organic agriculture, and branded fruits. The exploration of marketing issues of agricultural specialty had been scarce. The operation transformation of farmer association has become a clear trend. The discussion about how to raise the economic value and efficiency of agricultural products in the market turns out to be a pressing issue. This study intends to focus on the marketing aspects of agricultural specialty, and investigates how farmer associations develop their strategies for products, pricing policies, distribution channels, and promotion under farmer association name brand based on case study. As a result, we hope to formulate our proposals that may help solve the marketing problems when farmer associations promote their agricultural specialty.