Title page for etd-0616114-141301


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URN etd-0616114-141301
Author Chih-Yuan Yen
Author's Email Address No Public.
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Department EMBA
Year 2013
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Research on the Marketing Strategy of Packaged Rice
-A Case Study of UC Company
Date of Defense 2014-06-06
Page Count 86
Keyword
  • package rice
  • marketing strategy
  • consumer satisfaction
  • Abstract History between rice culture and Chinese people have been 5 thousands years, rice is the most important staple in our daily lives. Through the growth of population and economic value. After that the market of rice packages becomes more free and international. On the stimulus of the imported rice, the rice price competition in Taiwan market is in the white-hot stage. As a result, I choose the enterprise ─UC Company for the research subject and stimulate the marketing strategy.
    The aim of the research is to discuss the strength and the weakness of package rice marketing, and how to use the marketing strategy to respond to the change of the market environment, enhance the strength of competition and to promote the ability of business profit, management and competition .due to the package rice has been a stream of family rice, and it’s a key point to affect the marketing strategy. The company should face the problems that how to use the marketing strategy to let consumers know the high quality rice, and raise the awareness of consumers. The target is the brand position of UC Company, the corresponding variable between 4P and 4C, to discuss whether the marketing strategy will affect the result of the buying behavior. The main research method is to discuss the transition of the market of the package rice, and visit the company and agriculture expert and representative of agriculture government, the way of cross match, whether the company business way connect to the this.
     The suggestion of research for the companies can through the theory of marketing and concrete marketing activities to help the enterprises stimulate the target marketing strategy for the consumer, and provide the correct concept of package rice, and for the consulting reference on the marketing strategy for set into an action for the proof of Taiwan Rice.
    Advisory Committee
  • Yih Jeng - chair
  • Chien-Yuan, Sher - co-chair
  • Min-Hsin Huang - advisor
  • Files
  • etd-0616114-141301.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2014-07-16

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