A Case Study of Marketing Strategies of Taiwanese Food Traceability System- Using Sun Moon Lake Farmers as an Example
Date Issued
2014
Date
2014
Author(s)
Chiang, Mu-Kun
Abstract
Ever since the outburst of “Mad Cow Disease”, nations worldwide started to worry about food-related health issues and introduced food security systems, the standard example of which is HACCP.
The introduction of food traceability system in Taiwan was based on the same concern, which is to protect the health and security of people.
However, in recent years, under the WTO framework, the weakness of competitive strength of Taiwanese agricultural industries was made obvious. Thus Taiwanese government sought to find ways of enhancing the add value of Taiwanese agricultural products. Under this trend, the traceability system seemed to become a tool of commercial competition under the government’s strategy of promotion.
However, if the traceability system is indeed a fine competitive measure, the outcome of the government’s promotion should not be as bad as we see today.
The main issue of this article: what is the issue behind the difficulty of promoting the traceability system in Taiwan? What are the ways to solve the problem? This article holds that the main issue is marketing strategy, especially the evolution of Marketing 1.0, Marketing 2.0 and Marketing 3.0. Through interviewing the government and companies at Sun Moon Lake blacktea industry, we found out that food tracebility system has different utilities to different practitioner of agricultural industry. Thus, different mrketing strategy suit them, and that the development of Marketing 1.0 to 3.0 is a gradual and consecutive development, which needs a thorough strategic planning.
Subjects
產銷履歷
認證
食品安全
行銷策略
行銷3.0
資源基礎理論
資源基礎觀點
RBV
價值鏈策略
供應鏈策略
Type
thesis
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