| Abstract: | 本論文將探討咖啡的行銷模式，研究對象是國姓鄉農會。旨在探討國姓鄉生豆產值達一億元，究竟如何達成？國姓鄉農會如何輔導農民？92 咖啡故事館的特色？以數位行銷5A 來分析國姓鄉農會的行銷模式；最後針對國姓鄉農會行銷模式給予建議。國姓鄉農會積極輔導農民種咖啡，種植、烘焙，及行銷的環境、品質、服務等方面都有一定的基礎。至於數位行銷5A，針對產品的「認知(aware)、訴求(appeal)」可及；至於「詢問(ask)、行動(act)、倡導(advocate)」則有待加強。國姓鄉農會在「認知」環節要讓消費者來了解咖啡的好；在「訴求」環節讓消費者更了解咖啡相關知識、品質管控國姓農會可以做到。「詢問」環節有待加強，咖啡知識也需要強化。「行動」，所謂的行動即要怎麼讓消費者可以來國姓農會買咖啡。「倡導」環節，國姓農會說什麼？誰是倡導的發動機？是否有專責的網路行銷人員都有待加強。最後，建議國姓可走體驗經濟，含括種咖啡、烘咖啡、品咖啡都可與消費者連結，把消費者找進來，國姓農會也可走出去，到外地到企業去接觸，促進連結增強消費。
This thesis will discuss the marketing model of coffee, and the research object is the Guoxing Farmers’Association. How does the Guoxing Farmers’Association train farmers? What are the characteristics of 92 Coffee Story House? Analyze the marketing model of the Guoxing Farmers’Association with digital marketing 5A; finally give suggestions on the marketing model of the Guoxing Farmers’Association.The Guoxing Farmers’Association train farmers to grow coffee. The environment, quality, and service of planting, roasting, and marketing have a certain foundation.As for the digital marketing 5A, the "Aware, Appeal" of the product is enough; as for the "Ask, Act, and Advocate", it needs to be increased. The "Act" needs to be increased, and coffee knowledge also needs to be increased. "Action", the so-called action is how consumers can come to the Guoxing Farmers’Association to buy coffee. In the "Advocate", what does the Guoxing Farmers’Association say? Secondly, the engine advocated? Thirdly,whether there are dedicated online marketing personnel or editor needs to be increased.Finally, it is recommended the Guoxing Farmers’Association can take the experience economy, including coffee planting, roasting, and tasting coffee, which can be connected with consumers, and consumers can be brought in. Guoxing Farmers’Association can also go out and go to enterprises to touch consumers. Promote connection and increase consumption. |
