Benchmarking of Agricultural Online Marketing in Taiwan

農業網路行銷的典範學習

10.6144/JIC.2015.0601.05

陳炤堅(Chao-Chien Chen)

典範學習 ； 經營策略 ； 網路行銷 ； 信義鄉 ； Benchmarking ； Business strategy ； Online marketing ； Sinyi Township

資訊傳播研究

6卷1期（2015 / 10 / 01）

91 - 110

英文

因應電子商務的興起，臺灣政府協助當地農民採行網路行銷，以增加其收入，此一作為係由各地區農會協助實現。然而，除了信義鄉農會（STFA）以外，很少有成功的範例出現。本研究即希望透過分析信義鄉農會的網路行銷經營策略，以提供其他地區農會之參考。儘管信義鄉當地有很多天然的限制，但STFA積極將當地原住民文化整合入農產品的選種及包裝，並以現代消費者的角度為慮，揚棄傳統店面銷售的做法，成功構建出一個以消費者為核心的品牌形象，並在虛擬世界中打造出良好的農產聲譽。透過分析STFA之核心策略，資源配置，顧客界面，以及價值網絡，作者為臺灣農產企業提供了一個可供參考的優質範例。

In response to the rise of e-commerce, the Taiwanese government has assisted local farmers in adopting online marketing techniques to increase their income. This project is mainly implemented by the farmers' association in each region. Few famers have experienced considerable success with the project, except for the Sinyi Township Farmers' Association (STFA). The purpose of this study was to analyze the online-marketing business strategy of the STFA, with the results serving as a reference for promoting the online marketing of Taiwanese agriculture. Despite numerous restrictions, the STFA has fully integrated local agricultural efforts and ethnic culture, considered the consumer perspective, disregarded traditional practices, constructed a successful brand image, created a consumer-based image, and established an excellent reputation on the Internet. By identifying the STFA's core strategy, strategic resources, customer interface, and value network, the authors of the present study provided agricultural companies in Taiwan with a reference for promoting Internet marketing.

1. Richardson, M., Dominowska, E., & Ragno, R. (2007). Predicting clicks: Estimating the click-Through rate for new ads. Retrieved June 15, 2015, from http://www2007.org/papers/paper784.pdf
2. Council of Agriculture. (2012). Scientific and technological agribusiness. Retrieved April 30, 2015, from http://www.agribiz.tw/commend1_storypage.php?type=1&commend_id=19
3. Albuquerque, P.,Pavlidis, P.,Chatow, U.,Chen, K. Y.,Jamal, Z.(2012).Evaluating promotional activities in an online two-sided market of usergenerated content.Marketing Science,31,406-432.
4. Allee, V.(2000).Reconfiguring the value network.Journal of Business Strategy,21(4),36-39.
5. Animesh, A.,Viswanathan, S.,Agarwal, R.(2010).Competing "creatively" in sponsored search markets: The effect of rank, differentiation strategy, and competition on performance.Information Systems Research,22(1),153-169.
6. Ataman, M. B.,Mela, C. F.,van Heerde, H. J.(2008).Building brands.Marketing Science,27,1036-1054.
7. Banterle, A.,Cavaliere, A.,Carraresi, L.,Stranieri, S.(2014).Food SMEs face increasing competition in the EU market: Marketing management capability is a tool for becoming a price maker.Agribusiness,30,113-131.
8. Bernstein, F.,Federgruen, A.(2007).Coordination mechanisms for supply chains under price and service competition.Manufacturing & Service Operations Management,9,242-262.
9. Blandon, J.,Henson, S.,Islam, T.(2009).Marketing preferences of smallscale farmers in the context of new agrifood systems: A stated choice model.Agribusiness,25,251-267.
10. Cenfetelli, R. T.,Benbasat, I.,Al-Natour, S.(2008).Addressing the what and how of online services: Positioning supporting-services functionality and service quality for business-to-consumer success.Information Systems Research,19,161-181.
11. Chandler, A. D., Jr.(2005).Shaping the industrial century.Cambridge, MA:Harvard University Press.
12. Chen, Y.,Xie, J.(2008).Online consumer review: Word-of-mouth as a new element of marketing communication mix.Marketing Science,54,477-491.
13. Constantinides, E.,Lorenzo-Romero, C.,Gómez, M. A.(2010).Effects of web experience on consumer choice: A multicultural approach.Internet Research,20,188-209.
14. Dholakia, U. M.,Bagozzi, R. P.,Pearo, L. K.(2004).A social influence model of consumer participation in network- and small-group-based virtual communities.International Journal of Research in Marketing,21,241-63.
15. Duval, Y.,Biere, A.(2002).Product diffusion and the demand for new food products.Agribusiness,18(1),23-36.
16. Fritz, M.,Canavari, M.(2008).Management of perceived e-business risks in food-supply networks: E-trust as prerequisite for supply-chain system innovation.Agribusiness,24,355-368.
17. Gebauer, H.,Gustafsson, A.,Witell, L.(2011).Competitive advantage through service differentiation by manufacturing companies.Journal of Business Research,64,1270-1280.
18. Gracia, A.,de Magistris, T.,Nayga, R. M.(2012).Importance of social influence in consumers' willingness to pay for local food: Are there gender differences?.Agribusiness,28,361-371.
19. Gruner, K. E.,Homburg, C.(2000).Does customer interaction enhance new product success?.Journal of Business Research,49(1),1-14.
20. Hamel, G.(2000).Leading the revolution.Boston, MA:Harvard Business School Press.
21. Hanf, J. H.,Kühl, R.(2005).Branding and its consequences for German agribusiness.Agribusiness,21,177-189.
22. Hartwich, F.,Negro, C.(2010).The role of collaborative partnerships in industry innovation: Lessons from New Zealand's dairy sector.Agribusiness,26,425-449.
23. House, L. A.,House, M. C.,Mullady, J.(2008).Do recommendations matter? Social networks, trust, and product adoption.Agribusiness,24,332-341.
24. Hoyer, W. D.,Chandy, R.,Dorotic, M.,Krafft, M.,Singh, S. S.(2010).Consumer cocreation in new product development.Journal of Service Research,13,283-296.
25. Hsu, J. L.,Wann, J. J. W.(2004).Competitiveness and consumer preferences of U.S. fruits in Taiwan.Agribusiness,20,433-448.
26. Huang, E.(2012).Online experiences and virtual goods purchase Intention.Internet Research,22,252-274.
27. Krystallis, A.,Linardakis, M.,Mamalis, S.(2010).Usefulness of the discrete choice methodology for marketing decision-making in new product development: An example from the European functional foods market.Agribusiness,26,100-121.
28. Larson, R. B.(2004).New market groupings based on food consumption patterns.Agribusiness,20,417-432.
29. Lin, T. C.,Hsu, J. S. C.,Chen, H. C.(2013).Customer willing to pay for online music: The role of free mentality.Journal of Electronic Commerce Research,14,315-333.
30. McChesney, C.,Covey, S.,Huling, J.(2012).The 4 disciplines of execution.New York:Free Press.
31. Micheels, E. T.,Gow, H. R.(2011).The moderating effects of trust and commitment on market orientation, value discipline clarity, and firm performance.Agribusiness,27,360-378.
32. Moe, W. W.,Schweidel, D. A.(2012).Online product opinions: Incidence, evaluation, and evolution.Marketing Science,31,372-386.
33. Novak, T. P.,Hoffman, D. L.,Yung, Y. F.(2000).Measuring the customer experience in online environments: A structural modeling approach.Marketing Science,19,22-42.
34. Rosairo, H. S. R.,Lyne, M. C.,Martin, S. K.,Moore, K.(2012).Factors affecting the performance of farmer companies in Sri Lanka: Lessons for farmer-owned marketing firms.Agribusiness,28,505-517.
35. Schmit, T. M.,Hall, J. S.(2013).Implications of agglomeration economies and market access for firm growth in food manufacturing.Agribusiness,29,306-324.
36. Sridhar, K.,Bezawada, R.,Trivedi, M.(2012).Investigating the drivers of consumer cross-category learning for new products using multiple data sets.Marketing Science,31,668-688.
37. Suwannaporn, P.,Speece, M.(2003).Marketing research and new product development success in Thai food processing.Agribusiness,19,169-188.
38. Wirthgen, A.(2005).Consumer, retailer, and producer assessments of product differentiation according to regional origin and process quality.Agribusiness,21,191-211.
39. Zeng, L.,Proctor, R. W.,Salvendy, G.(2009).Fostering creativity in service development: Facilitating service innovation by the creative cognition approach.Service Science,1,142-153.