Research on Agricultural Product Marketing Strategy of Rural Farmers’ Association-Take Zhutang Township Farmers’ Association Example

[[abstract]]歷經都市叢林競爭後回到真正的農村，農民所代表意義不只是生產力數值，牽連的關係包含家庭與社會安定的力量，而農會之於農村的定位，更是提供人際社交、政治、經濟、生活等功能。農會為鄉村的政經中心，其經營策略保守陳舊，本研究探討農會的競爭策略，具體探討農會在經營品牌、開發農副加工產品、發展農業共享經濟及智慧農業科技應用，透過研究提供建議，改善農會的競爭策略進而促進農民收益。本研究透過文獻探討進行次級資料收集，透過深度訪談獲取實作經驗，以SWOT分析法擬定改善策略；政府在農業推廣上立意良善，卻因為農會的親信主義之故，讓農會執行及發展受限。本研究以農會稻米品牌行銷及加工農副產品、農業共享經濟及智慧農業科技應用為主軸，提出策略性研究，試圖提出改善農會競爭策略，期能發揮效益，創造農民與農會雙贏的新農業時代。本研究結果經深度訪談及實作經驗，農會目前在品牌行銷以區域性經營，在行銷人才上缺乏，要改善此一困境需要在硬體設備提升及軟體人才改善著手，並積極產學合作開發具市場性的產品，另外在共享農業經濟上本研究提供新的思維，確實可為農業注入新的經營謀士並兼具環保及實務精神，在智慧農業上的發展，將會擬定企劃書，爭取相關補助，企圖讓竹塘鄉農會成為智慧農業的發展標竿。[[abstract]]Agriculture is not just about the value of productivity. It also closely interacts with the society and families in the countryside, and the Farmers' Association in the countryside provides interpersonal social, political, economic, life and other functions.As political and economic centers in the rural area, the management strategies of the Farmers' Association are a bit conservative and outdated. This study explores the Farmers' Association’s competitive strategy, specifically discussing the Farmers’ Association’s management of brands, the development of sideline processing products, the sharing economy, and the application of smart agricultural technology. This study provide suggestions to improve the Farmers' Association’s competitive strategy and promote the income growth of farmers.This research collects secondary data through literature discussion, obtains practical experience through in-depth interviews, and uses SWOT analysis to formulate improvement strategies. This research focuses on the marketing of rice brands and the processing of sideline products, the sharing economy and the application of agricultural science and technology. It proposes strategies and attempts to improve the management of the Farmers’ Association.The results of this research are based on in-depth interviews and practical experience. The Farmers’ association currently operates in brand marketing in a regional manner, and it lacks in marketing talents. To improve this situation, it is necessary to start with the improvement of hardware equipment and software talents, and actively cooperate with industry and academia to develop marketable products. In addition to provide new thinking in the shared economy, this study can inject new management strategies into agriculture and combine environmental protection and practical spirit. The development of smart agriculture will be planned. Strive for related subsidies, trying to make Zhutang Township Farmers' Association a benchmark for the development of smart agriculture