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|Title: ||Dahu Strawberry Marketing Channels - A Case Study of A, B, and C Strawberry Orchards|
|Authors: ||Chiu, Yu-Chen|
|Keywords: ||sightseeing orchard;marketing channel;shipper、joint marketing|
|Issue Date: ||2015-10-16 16:25:48 (UTC+8)|
|Abstract: ||This study conducted the field survey, a comprehensive visit of Dahu Township about the marketing channels of strawberries. It contained the sales of entire seasons provided by the farmers in order to investigate the price fluctuation and the sales of strawberries. The study also selected the successful examples of strawberry orchards to explore the success factors.
Results of this study showed that the Zero-level channel of all market channels included the tourist fruit picking, the retail sales, and the home delivery could make high profits. Increasing the sales rate would be the goal that the sightseeing orchard pursuits. Besides, the joint marketing price taken by National Farmers’ Association was 52% higher than the acquisition price taken by the shippers. However, it would be only left 37% if framers deduct the prime cost from the earning. For example, considering the labor costs, the earning would be significantly diminished. Last but not least, the earnings gotten from the joint marketing price would not be always higher than the earnings gotten from the shippers in each period (every two weeks).
These findings may suggest three potentially important influences on the future development in Dahu strawberry orchards. First, the farmers should pay attention to the price changing at any time, and choose the marketing channels flexibly. Moreover, the price of the home delivery was close to and the price of tourist fruit picking, and the sales of the home delivery was still low. Thus, the home delivery would be worth to be developed. Finally, the successful sightseeing orchard may be necessary to be operated diligently. For example, a bright and spacious store, convenient parking lots, an eye-catching sign, a comfortable environment of fruit picking, the internet marketing, and the home delivery would be able to obtain visitors’ favor. To conclude, this study may be importance in providing the consultation to farmers, the agricultural policy, and academic institutions, so that Dahu Township strawberry industry could develop sustainability.
|Appears in Collections:||[國際企業學系] 博碩士論文|
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