| 摘要: | 本研究以澎湖地方特色產品一條根作為主軸，澎湖擁有獨特的天然資源與悠久的歷史古蹟，一直以來是最受矚目的觀光區域。太祖堂一條根也是澎湖重要的特色產品，但產品種類和經營者眾多競爭激烈，如何在這個競爭激烈市場中脫穎而出，就必須具備獨特的行銷策略。本研究結合文獻分析以及進行深度訪談研究分析，提出對於地方產品業者永續行銷策略的實務意見，以作為太祖堂一條根經營行銷策略改進之方針。
本研究以採用半結構式的深度訪談法進行個案研究，選取三位資深皆在行銷部領域有很豐富經驗的營運經理，分析與深入探討澎湖太祖堂一條根的重要行銷策略。
本研究結果顯示澎湖太祖堂一條根主要的行銷策略為：
1.與其他一條根業者的產品相較，太祖堂一條根具有差異化的價格與品牌定位。
2.太祖堂一條根具有其特殊的販售通路模式。
3.市面上的一條根大部分都是貼的，但不同是太祖堂一條根有貼的、有擦的、有吃的、有喝的、有煲湯。
4.太祖堂一條根的經營模式有自己的一套S O P流程及臺灣唯一有機種植一條根。
5.太祖堂一條根爭取和產官學研上結合，研發出一套對人體更有幫助的產品，提昇產品專業性和價值。
本研究之貢獻度在於研究成果能提供產業界建立自有品牌及行銷策略之參考，亦可累積本土特色產品之行銷策略案例，創造澎湖農民帶來的經濟之效益。
本研究最後提出建議太祖堂一條根需重視永續經營的精神，繼續維持品牌的定位，並且開發多元化行銷策略，強化口碑行銷，以利提昇消費者的忠誠度。此外，對於未來研究者本研究建議，可以結合質性與量化研究法，增加量化的數據分析，使研究成果更加完整與豐富。
This research focuses on Penghu’s local characteristic products. Penghu has unique natural resources and long historical sites, and has always been the most eye-catching tourist area. Yi Tiao Gen of Taizu Hall is also an important characteristic product in Penghu. However, there are fierce competition among product types and operators. How to stand out in this fiercely competitive market requires a unique marketing strategy. This research combines literature analysis and in-depth interview research and analysis, and puts forward practical opinions on the sustainable marketing strategy of local product companies, as a policy of Taizu Hall's Yi Tiao Gen management and marketing strategy improvement.
This study uses a semi-structured in-depth interview method to conduct a case study, selects three senior operation managers who have extensive experience in the marketing department to analyze and deeply explore the important marketing strategy of Penghu Taizu Hall.
The results of this research show that the main marketing strategies of Penghu Taizu Hall are:
1. Compared with the products of other Yi Tiao Gen companies, Taizu Hall’s has a differentiated price and brand positioning.
2. Taizu Hall’s Yi Tiao Gen has its special sales channel mode.
3. Most of the roots on the market are pasted, the difference is that Taizu soup has paste, wipe, eat, drink, and soup.
4. Taizu Hall Yi Tiao Gen’s business model has its own SOP process and Taiwan’s only organically planted Yi Tiao Gen.
5. Taizu Hall strives to integrate with industry, government, academia and research, and develops a set of products that are more helpful to the human body to enhance the professionalism and value of products.
The contribution of this research is that the research results can provide the industry with a reference for establishing its own brand and marketing strategy, and it can also accumulate marketing strategy cases of local characteristic products, and create economic benefits brought by Penghu farmers.
This research finally puts forward the suggestion that Taizu Hall’s Yi Tiao Gen should pay attention to the spirit of sustainable operation, continue to maintain the brand's positioning, and develop diversified marketing strategies, strengthen word-of-mouth marketing, and promote consumer loyalty. In addition, this research proposal for future researchers can combine qualitative and quantitative research methods to increase quantitative data analysis to make the research results more complete and richer. |
