有機蔬菜行銷策略之研究-以T公司為例

Abstract

台灣有機蔬菜產業，在政府政策性推展之下，有其向上發展之趨勢，惟於需求面上，市場之胃納量擴增不易，且因有機蔬菜需求彈性低，故市場行銷為當今增加需求、創造需求之極為重要的一環。本文利用問卷調查方式，於2010年11月間進行相關調查，以廠商觀點為出發，探討T公司有機蔬菜之之行銷策略。結果呈現，本研究推估，在2010年，台灣有機蔬菜年產量約為2萬公噸，年產值為15億元，約占全國有機農業總產值（24億元）之63%。在市場價格方面，有機蔬菜全年均價為111.80元/kg，在價差方面，有機蔬菜全年平均售價高出一般蔬菜36.38元/kg，平均價差百分比為48.23%。研究結果，目前T公司目標市場定位為：1.中壯年女性；2.教育程度越高；3.中高所得者；4.重視食品安全、養生與環境保護者。而市場區隔為：居住在人口密度較高，教育及生活水準高之都會地區，家庭月所得介於60,001元~80,000元之間，習慣進出超市、量販店及有機專賣店購物，且重視產品內外在品質及重視食品安全，其生活型態較為重視養生、環保，35-59歲學歷較高之家庭主婦。

Under government promotion, there is an upward-trend in the organic vegetable industry in Taiwan. However, the limitation of the inelastic demand confines the development of domestic market. Hence, marketing is the key in creating the demand. This study surveys on T company’s marketing strategies from the suppliers’ point of view. The results show that there are 20,000 tons of organic vegetables in 2010 or 1,500,000,000 NT in production value. i.e. 63 percents of the organic industry’s production value. In terms of market value, the average market price of the organic vegetables is 111.80 NT per kilogram. This price is 36.38 NT higher than the conventional vegetables, creating 48.23 percents of price difference. According to the results, T company’s marketing positionings are middle aged females, people with high education levels, people with middle to high income, environmental protectionists, and people valued food safety and health. In terms of marketing segmentation, T company targets those people who live in high population density regions with better education and living standard, those people who have 60,001 to 80,000 NT monthly family income, those people who like to shop in supermarkets, shopping malls, and organic shops, those people who care about the quality and safety, those people who place a higher weight on health and environment, and those household keepers with higher education levels and ages between 35 to 59.