| Abstract: | After Taiwan?s entry into the World Trade Organization (WTO) in 2002, its traditional agriculture sector now faces a transformation crisis brought about by the need to ensure the survival of its radically changed agricultural sector. To date, many traditional agricultural farms are being converted into leisure farms or tourist orchards to ensure the sector?s competitive edge. Likewise, the monopoly system on tobacco and liquor was brought to a close as a consequence of the country?s WTO membership. Moreover, the government will lift a long-standing ban on the operation of private breweries. To date, it is undertaking measures to develop the rural brewery industry. Driven by the need to study the fast-paced changes in Taiwan?s agricultural sector, this research employed the qualitative research method based on case studies. Specifically, it used the triangular research methodology that is comprised of observation, documents analysis, and interview.
I. Observation: According to the English sociologist C.A. Moser, observation is the primary method used in sociological studies. Hence, it is the basic method for research which is often used in explorative studies. It has the advantage of observing phenomena and behaviors? occurrence as they actually happen. Moreover, it can readily obtain information that cannot otherwise be acquired from the literature. In the so-called observational method, phenomena or individual behaviors are observed in a planned and systematic way in the natural scenario and are based on a pre-defined study target. Due to the manifest efficacy of this method, this study adopted the on-spot observational method as it examined the production of special agricultural products in Farmer Associations? Winery at Xinyi Village, and the marketing techniques of the Special Agricultural Product Center. The same method was used to study their marketing channels and strategies in different places.
II. Documents analysis: This method involves an examination of relevant historical literature, or domestic and overseas study books and report. These include master?s and doctorate dissertations, journals, newspapers, and magazines. The confluence of information obtained from these sources served as the theoretical basis for this study.
III. Interview: The interview method requires that the researcher deliberately spend some time with the information provider in order to elicit relevant information. The researcher may control the questions to ask and thus obtain in-depth understanding of the answers to these questions. If the respondent gives an ambiguous response, the researcher can immediately seek clarification as well as observe the body language of the respondent. However, the method has some obvious disadvantages. For one, the respondent may feel that his/her privacy is being intruded upon. Moreover, his/her willingness to respond and his/her answer could be possibly influenced by the researcher?s attitudes. The respondent may also have some reservations on the question which would prevent him/her from giving truthful answers.
This study chose Farmer Associations? Winery in Xinyi Village, Nantou County as the research object. Along this line, in-depth site interviews were conducted with the winery?s various staff members. Interviews were also conducted with the plum production and marketing staff of Xinyi Village. The data were analyzed through the ?4P? and ?SWOT? methods in the hope of coming up with an effective marketing strategy. It is our goal that the results will help bring about a sustainable operation of the brewery and winery industries in rural Taiwan.
Based on the study, we have found that profit making is the operating priority of Farmer Associations? Winery in Xinyi Village. This is followed by their desire to promote the local culture to the public. However, the winery is currently facing a compounded problem due to insufficient workforce, a dearth of industry professionals, and the latent inability to effectively understand and gain advantage from available important market information. To revitalize its operations, the winery plans to undertake the following measures: turn the park into a tourist center, produce year-marked wine, develop souvenirs, gain access into the mainland market, and move towards a diversified market. |
