| Summary: | 碩士 === 國立高雄第一科技大學 === 創業管理碩士學位學程 === 106 === The rise of internet entrepreneurship has led to the flourishing of social network. Therefore, shopping guidance services on social networks become necessary for entrepreneurs to understand. The sales hierarchy of agricultural products make farmers victims of deprivation of rights and financial interests. Some jujube farmers in Yanzao, Kaohsiung served as the major research subjects in this study, and the experiment method was adopted to identify the best way of developing marketing writing for agricultural products. Methods to develop marketing writing were first summarized after literature review based on Marketing Funnel Model. Different types of writing were developed and data variation was recorded so that the type most interesting to customers were identified and further derived. Our experiment data was collected in pretest, first phase, second phase, and third phase before being analyzed with A/B TEST. Data such as the reach number, platform diversion, and product shopping guide were compared, and the marketing writing was modified based on test results. Problems regarding social network operation were identified from empirical experience of managing a working fan page.
Modification in algorithm was made specifically for FACEBOOK and the results shows that fan page operators have to strengthen their interaction with fans, to avoid attracting customers with lucky draw, to encourage setting the webpage as See First by fans and to hide shopping guide website links while increasing the picture space on webpage to make readers more interested. This study intends to offer an opportunity for self-sufficiency to individual fruit farmers. Managing fan pages reduces the exploitation by the middle agents. The best way to develop marketing writing for fruit was proposed in this study. Our experimental results show that entertaining texts allowing interaction with fans are more attractive to readers than rigid texts. Emotional articles based on farmers’ own stories with many pictures beside text are more likely to attract readers and transform them into consumers.
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