台灣新興農企業行銷策略之探討：以微熱山丘鳳梨酥個案為例

Abstract

台灣自1980至今約30年的時間，產業發展和政府政策都以資訊產業為主，雖然創造GDP高度的成長，但因過度集中於以個人電腦及其週邊產品的生產、製造代工，缺乏技術創新和品牌行銷，只能用龐大的社會資源賺取非常微薄的利潤。並留下許多退出障礙極高的產業，深陷泥淖，難以自拔。台灣整體的經濟發展前景，也令人擔憂。 也在此同時，許多過去不被資本市場注意的傳統產業，紛紛嶄露頭角，以亮麗的營收和盈餘吸引社會和投資人的目光。這些產業包含觀光旅遊業，工具機，光學，餐飲，農漁企業等。最特別引人興趣的是以新興農企業帶領起台灣長年以來相對弱勢的農業發展，不但產量快速成長，並以品牌及品質勝出，陸續收復往年拱手讓給中國和東南亞等低價供應國的國際市場。 2008年成立的寶田企業是新興農企業的一個典型代表，以微熱山丘品牌行銷鳳梨酥，不到三年時間就成為台灣最知名業者之一，同時以契作鳳梨田，雇用農村閒餘人力來改善農村經濟，並將台灣鳳梨酥品牌行銷到海外市場。 本論文將以微熱山丘的品牌行銷個案做產業分析，以行銷4P模型，SWOT和波特五力分析等方法，探討其成功的關鍵因素和未來可能面對的挑戰，以做為其他農企業者的參考借鏡，甚至政府對台灣未來產業發展政策，提供一些思考的線索。

Industrial development and governmental strategies in Taiwan have been focused on information technological industry for the past 30 years. Although there has been dramatic growth in GDP, the massive resources from the society can only reap minimal profits due to over emphasis in personal computers, the production of the peripherals, OEM manufacturers, the lack of technological innovation and branding. Many that left their challenging industries took a deeper hit and even made us wonder about the prospects of Taiwan’s whole economic future. At the same time, those traditional businesses that never played a big role in the capital market are starting to shine and are capturing the society and investors’ attention with their lucrative profits. Such businesses include tourism, machinery，optics，food, agricultural, fishing, etc. The most appealing ought to be emerging agribusiness which is picking up the second wind for Taiwan’s traditional agricultural development; not only is the production growth enormous, its quality and branding have also regained the market that was once lost to China and neighboring countries for their competitive pricing. The very successful BaoTian Enterprise Co., Ltd. that was founded in 2008 outshines many in the emerging agribusiness. BauTian’s pineapple cakes marketed under its famous brand Sunny Hills became one of the most popular products in less than 3 years. It also contracts farming with it’s pineapple suppliers, improves the farming industry by hiring the locals in the farmland and markets its own Taiwan brand overseas. This essay will focus on the case study of Sunny Hills’ marketing strategies using marketing 4P model, SWOT and Porter five forces analyses to analyze the determining factors for its phenomenon, future challenges and how it serves as an model for other agribusiness. It would also provide some ideas on Taiwan’s future industrial development and approach.