Benchmarking of Agricultural Online Marketing in Taiwan

Abstract

In response to the rise of e-commerce, the Taiwanese government has assisted local farmers in adopting online marketing techniques to increase their income. This project is mainly implemented by the farmers' association in each region. Few famers have experienced considerable success with the project, except for the Sinyi Township Farmers' Association (STFA). The purpose of this study was to analyze the online-marketing business strategy of the STFA, with the results serving as a reference for promoting the online marketing of Taiwanese agriculture. Despite numerous restrictions, the STFA has fully integrated local agricultural efforts and ethnic culture, considered the consumer perspective, disregarded traditional practices, constructed a successful brand image, created a consumer-based image, and established an excellent reputation on the Internet. By identifying the STFA's core strategy, strategic resources, customer interface, and value network, the authors of the present study provided agricultural companies in Taiwan with a reference for promoting Internet marketing.