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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/3669


    Title: The Brand Establishment Market Direction and Marketing Strategies Study? Organic Food Industry in the Middle part an example
    Authors: Chang-Ming, Cheng
    Contributors: Department of Business Administration
    Keywords: Organic Industry;Market-Orientation;Brand Establishment
    Date: 2008
    Issue Date: 2009-11-17 19:18:02 (UTC+8)
    Publisher: Asia University
    Abstract: The purpose of this research is to study four organic industry related businesses, including the organic vegetable-and-fruit industry, organic food restaurants, organic food marts,organic distributors in the central and northern area through interviewing,Our object is to study the industrial types and current conditions of organic food industry local and abroad,Secondly, we?ll discuss about the relationship among the marketing strategies, brand establishment and market orientation,Finally we would like to give our suggestions to current and future trades-people who want to invest in the organic industry, and propose to them some realistic marketing strategies.
    The result of the research finds that on brand-establishment, most of the dealers take uni-brand strategy while only big dea,On product positioning, the businesses all claim their being ?organic, non-toxic, and safe?lers take multi-brand strategy to run their market,On market orientation, we can differentiate from scale and region to divide into ?customer orientation, competitor orientation, and dual orientation?,On marketing strategies, the product strategies can be divided into ?product warranty and inspection?, ?sources of product?, and ?product diversification?,The price strategies can be divided into ?price-fix strategy, membership price differences, competitor price comparison?,The logistic strategies can be divided into ?major channel, secondary channel, logistic range, online shipping?,Promotion strategies can be divided into ?promotion approaches, continuing education?.
    On conclusion of the research, aiming at the marketing strategies and development of future organic industry, we would like to give some suggestions to those who are working in the organic field, and to people who wish to enter this business. We would also give some scholarly research and future development directions of the organic industry.
    Appears in Collections:[經營管理學系 ] 博碩士論文

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