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農產品虛擬網路產銷交易平台之研究─以稻米為例 = A Study on ...

國立高雄大學高階經營管理碩士在職專班(EMBA)

農產品虛擬網路產銷交易平台之研究─以稻米為例 = A Study on the Transaction Platform of Agricultural Product Virtual Network – An Example of Rice

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study on the Transaction Platform of Agricultural Product Virtual Network – An Example of Rice
作者:	陳振源,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2013[民102]
面頁冊數:	79面圖，表 : 30公分;
標題:	農產品
標題:	Agricultural Products
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/57925785520393634694
附註:	參考書目：面67-69
附註:	103年12月16日公開
摘要註:	由於現代科技不斷的進步，也影響了人們的生活型態跟著時代在改變，網際網路提供了一個低成本、快速且無時間和空間的限制條件，使得網際網路成為許多業者開始重視電子商務裡的虛擬市場，藉由虛擬市場來販賣商品。本研究採用文獻分析法，彙整現有實體與虛擬的交易平台建立的通路整理出建立最理想的通路模式。並以台灣農業中之稻米生產為研究對象官方所發表之文件、書刊及報告，內容包括政府單位舉辦之產銷研討會資料、政府出版品、農業政策刊物、法規文件。同時以農會及碾米廠負責行銷業務主管作為訪談對象，採半結構式的訪談方式進行深入了解現有稻米銷售實體與虛擬業者對稻米從實體與虛擬通路平台建立的觀點與想法真實內涵，並獲得以下成果：ㄧ、農產品在實體通路上的優缺點在實體通路之優點方面，大部分受訪者對於實體通路的優勢持正向態度，大多認為實體通路可以做為基本的營運來源。而在缺點方面，大部分受訪者對於實體通路的缺點皆認為實體通路範圍有所限制。二、虛擬通路的銷售模式運用到實體通路上，以及其生產者與消費者兩者有何實質上的變化與影響，受訪六個個案當中，三個個案農會只有一個架設虛擬通路，而三個個案產銷廠及碾米廠雖都有架設虛擬通路，但是卻只是流於加強品牌/企業形象，針對銷售模式卻沒有任何架設又或是有架設其銷售模式，卻沒有主力在此。三、適合農產品的虛擬銷售通路模式不論是在實體或虛擬通路，皆認為品質把關層面是相對重於其它問題層面。本研究認為適合農產品的虛擬銷售通路模式應以創造社群價值的藍海策略為基礎，結合電子商務的創新設計與服務，根據落實生產分級控管到意見回饋機制，打造適合農產品的虛擬銷售模式。 Lifestyle changes due to rapid advances in modern technology. Internet which provides a market of low cost, rapid, no limit in time and space becomes a virtual market of e-commerce to sell products. This research was made through the documentary analysis approach to summarize the channel of physical and virtual trading platform to establish the most ideal channel model. This study targets rice production of agriculture in Taiwan. Data were collected from documents, books, and case reports announced by the officials covering data of the official marketing seminar, the government publications, agricultural policy journals, and legal document. We interviewed with marketing sales superiors of farmers’ association and rice mills. A semi structured interview was conducted to gain an in-depth understanding of the prospective and real concept of the physical and virtual channel platforms. In addition, we have achieved the following results:1.Advantages and disadvantages of agricultural products through the physical channel On the advantages of the physical channel, most respondents are positive about the advantages of the physical channel. Most of them think the physical channel can be used as the basic operating source. On the disadvantage, most respondents think that there is a certain scope limitation of the physical channel.2.The marketing pattern of the virtual channel was used in the physical channel. We aim to explore the change and influence on both producers and consumers. Among 6 visiting cases, 3 sell goods through virtual channel while another 3 production and marketing factory and rice millers use virtual channels to improve their brand image only. No attention to the selling model has been emphasized.3.The virtual selling channel model to sell agricultural products Both physical and virtual channels focus on the quality of the guarantee binding rather than other dimensions. The study regards the applicable virtual selling model for agricultural products as the basis of blue ocean strategy to create the community value together the creative design and service of e-commerce. We will conduct both production ranking control and opinion feedback system to establish the suitable virtual selling model to sell agricultural products.

農產品虛擬網路產銷交易平台之研究─以稻米為例 = A Study on the Transaction Platform of Agricultural Product Virtual Network – An Example of Rice
陳, 振源

農產品虛擬網路產銷交易平台之研究─以稻米為例 = A Study on the Transaction Platform of Agricultural Product Virtual Network – An Example of Rice / 陳振源撰 - [高雄市] : 撰者, 2013[民102]. - 79面 ; 圖，表 ; 30公分.
參考書目：面67-69103年12月16日公開.
農產品Agricultural Products

農產品虛擬網路產銷交易平台之研究─以稻米為例 = A Study on the Transaction Platform of Agricultural Product Virtual Network – An Example of Rice
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