柿子創新生產模式與行銷組合個案研究

Abstract

本研究以「AC農場」為個案，因其具栽植澀柿近50年之豐富經驗，以有害生物綜合管理準則(IPM)從事生產，並建立「柿好農」、「柿界極」自有品牌。透過分析個案之經營模式，歸納出傳統柿農未來之發展策略，供國內其他業者參考。AC農場首先透過STP分析找出產品定位來鎖定新竹地區之目標顧客群，竭力生產「自然、誠實」之農產品，以提高農產辨識度，並藉此提升品牌價值。再透過網路宣傳行銷、舉辦相關活動與快遞運輸方式進行銷售。最後，自2018年開始採取換工方式讓消費者加入農務行列，除增加農產品生產透明度，並能藉此推動食農教育與環境教育。總結個案經營模式，提出兩項特色：一、適地適種、友善環境以創造產品差異化；二、結合農場體驗活動特色建立品牌，善用網路傳播。最後，基於澀柿生產過程環保且節水，建議政府規劃轉作措施時，可以評估推廣栽植或復植澀柿。

This study focuses on the case of "AC Farm", which has nearly 50 years of rich experience in cultivating persimmons. It adopts Integrated Pest Management (IPM) guidelines for pest control and has established its own brands, "Good Persimmon Farmer" and "Persimmon Supreme", in the persimmon industry. Through analyzing the operational model of the case, we summarize the future development strategies for traditional persimmon farmers, providing references for other domestic operators. The AC Farm Persimmon Production and Marketing Adjustment Model adopts four major marketing mix. Firstly, through STP analysis, it identifies the product positioning to target the customer base in the Hsinchu area, striving to produce "natural, honest"\\ products to enhance product recognition and thereby increase brand value. Then, through online promotional marketing, organizing relevant events, and utilizing express transportation methods to facilitate sales. Finally, since 2018, adopting a job-swapping approach to allow consumers to join the agricultural workforce. This not only increases transparency in agricultural production but also promotes agricultural and environmental education. Summarizing the operational model of the case, two characteristics are highlighted: Firstly, cultivating suitable crops in suitable locations and promoting environmental friendliness to create product differentiation. Secondly, building brand identity by integrating farm experience activities and utilizing online communication channels effectively. Finally, considering the environmental friendliness and water-saving nature of persimmon production, it is suggested that when the government plans conversion measures, it could evaluate promoting the cultivation or re-cultivation of persimmons.