| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 107 === This study is based on the research of Penghu aquatic products. Through this research, we hope to closely consider how the future of Penghu seafood will be promoted. Use natural products in the 21st century and use today's web tools to market.
Research motives use natural products in the 21st century, using the current network to promote home products. How to promote aquatic products? According to marketing strategy (1) innovation, (2) low price, (3) high quality, (4) differentiation, attracting consumers' preference and dependence on products.
The research objectives are divided into two categories based on the key factors of production success and the key factors of marketing success. The research objectives are as follows:
1. Introduce relevant elements of aquatic product production.
2. Exploring the relevance of production conditions of Penghu aquatic products to sales.
3. Discuss the key factors for the marketing success of Penghu aquatic products.
This study selected 12 respondents from the production, sales and consumption system for graduate students, conducted in-depth research on the 12 factors of production and marketing, and summarized the interviewees' opinions. The respondents worked for the Penghu Fisheries Business for many years. A highly qualified boss, a general business manager, a consumer who likes Penghu fish, and a consumer of Taiwan Island.
Analysis conclusion:
According to the research results of the influence degree of aquatic product production factors on sales, it is found that the degree of influence is 1. Product packaging method 2. Rapid freezing and preservation level 3. Seawater and aquatic product growth environment and quality fresh 4. Growth environment and quality fresh the extent of the impact on sales.
According to the research emphasis on the marketing factors of aquatic products, it is found that the degree of importance is 1. Consumers pay most attention to the packaging methods of aquatic products and consumers' prices of aquatic products. 2. Consumers pay more attention to the origin of aquatic products and consumers' attention to the sales channels of aquatic products-physical stores. 3. Consumers' emphasis on the professional competence of sales staff of aquatic products. 4. The extent to which consumers value the brand of aquatic products. 5. The extent to which consumers value the promotion of aquatic product-related products. 6. Consumers pay attention to the sales channel of aquatic products-network sales.
Research recommendations:
1. Strengthening and publicizing the packaging method of aquatic products: According to the factors of production and marketing, the packaging method is the most important key factor. Because consumers pay attention to freshness, it is the production and marketing focus after the fishing in Penghu.
2. The differentiation of aquatic products in Penghu: There are many competitions for aquatic products, and consumers also pay attention to the price. However, the transportation cost of the current aquatic products in Penghu is high. Therefore, it is recommended to strengthen the quality differentiation of the current fishing products and lock the consumer groups that value quality and taste. A target group that is acceptable even at high prices.
3. New retail stores: Different from the general merchandise, we pay attention to the network access. Consumers pay attention to the physical channels of aquatic products. We can see that consumers can feel at ease and enjoy it. It is recommended to strengthen the consumer experience area of physical stores and match the network. Sales can also promote Penghu's current water products to Taiwanese consumers.
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