A Study of Production and Marketing Strategy for Protogenesis Dioscorea in Pingxi District
Date Issued
2015
Date
2015
Author(s)
Chen, Chin-Li
Abstract
This research aims to study native species of yam industry in Pingxi, give producers questionnaires and interviews, giving consumers who have participated in activities on harvesting yam provided by Farmer’s Associations. The results were analyzed by SWOT Analysis to get the pros and cons of yam industry, and then realized the competiveness and economic value of yam industry with Five Forces Analysis proposed by Porter (1980). The key successful factor in Pingxi’s native species of yam industry is that producers adopted differentiated consumer-oriented strategies. That is to say, producers adopted wild cultivation method to get delicious yam, which won consumers’ satisfaction. Accordingly, there is always a group of loyal consumers ordering yam when it is going to be released, which enhances producers’ confidence and willingness to grow yam. Therefore, “delicious” is the most important factor that attracted consumers’ attention. The results showed that there is a significant positive correlation between consumers’ satisfaction and loyalty, meaning Pingxi’s native species of yam not only yields consumers’ high satisfaction, also wins consumers’ loyalty. As for “satisfaction,” consumers felt satisfied after eating Pingxi’s native species of yam. The item “satisfaction” went up to 97%, the item “the most delicious” was up to 95%, the item “best texture of yam” was up to 91%, and up to 93 % of the consumers were very fond of Pingxi’s native species of yam. As to “loyalty,” up to 91% of the consumers were willing to purchase Pingxi’s native species of yam, up to 92% of the consumers would recommend it to their relatives and friends, and up to 96% of the consumers were willing to pay more to improve the current packaging and packaging technology. Taiwan’s farming pattern is based on smallholders, and the average farming area is not conducive to the pursuit of small-scale production business model. Pingxi’s native species of yam could be unique, sold at high prices and were in short supply; as a result, its successful advantages and opportunities could be models for featured agricultural products in other areas.
Subjects
SWOT Analysis
Five Forces Analysis
differentiation
consumer-oriented
satisfaction
loyalty
SDGs
Type
thesis
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