農產品行銷過程涉及農政機關(構)農、業生產者(農民)、運銷業者及末端消費者，而與農業政策制度及農民組織亦有密切關聯。目前資訊科技的大數據、物聯網、雲端、IOT及人工智慧等科技應用在農產品生產、行銷，冷鏈及物流的進步，新型態直銷及電子商務的發展，讓農產品行銷的觀念、行銷方式及技巧與技術之應用已進入新紀元。為改變過去國內農業輔導級學生培育偏重生產，產品行銷比重較低的情形，特針對農業公費專班開設此課程，提供產品行銷相關觀念及技術與技巧，藉以提升學生專業能力，打造農產品優質生產力、提高農產品品牌競爭力、結合推廣與服務等核心能力。
本課程涵蓋四大部分：瞭解農產品特性及運銷、如何運用行銷學觀念與科學方式行銷農產品、介紹電子商務及其在農產品之應用、相關實務操作與應用案例等。
The agricultural product marketing process involves agricultural government agencies (institutions), agricultural producers (farmers), transporters and sales operators, and end consumers. It is also closely related to agricultural policy systems and farmers' organizations. At present, the application of information technology such as big data, Internet of Things, cloud, IOT and artificial intelligence in the production and marketing of agricultural products, the advancement of cold chain and logistics, and the development of new types of direct sales and e-commerce have changed the concept and marketing methods of agricultural products marketing. And the application of skills and technology has entered a new era. In order to change the past situation in which the training of domestic agricultural tutoring-level students focused on production and the proportion of product marketing was low, this course is specially offered for public-funded agricultural classes to provide relevant concepts, technologies and skills in product marketing, so as to enhance students' professional abilities and create high-quality productivity of agricultural products. , improve the competitiveness of agricultural product brands, and combine core capabilities such as promotion and services.
This course covers four parts: understanding the characteristics and transportation of agricultural products, how to use marketing concepts and scientific methods to market agricultural products, introducing e-commerce and its application in agricultural products, related practical operations and application cases, etc.
1.黃萬傳 2019 農產行銷分析與應用 五南圖書出版社有限公司 台北市.
2.戴國良 2022 超圖解行銷管理:61堂必修的行銷管理精華 五南圖書出版社有限公司 台北市.
3.劉文良 2023 電子商務與網路行銷(第八版) 碁峰資訊股份有限公司 台北市.
4.朱海城 2022 電子商務概論與前瞻(第三版) 碁峰資訊股份有限公司 台北市.
5.西田榮喜 2022 超人氣農特產就要這樣賣(初版三刷) 常常生活文創股份有限公司 台北市.
1. Huang Wanchuan 2019 Agricultural Products Marketing Analysis and Application Wunan Book Publishing Co., Ltd. Taipei City.
2. Dai Guoliang 2022 Super Illustrated Marketing Management: The Essentials of 61 Compulsory Marketing Management Wunan Book Publishing Co., Ltd. Taipei City.
3. Liu Wenliang 2023 E-commerce and Internet Marketing (8th Edition) Qifeng Information Co., Ltd. Taipei City.
4. Zhu Haicheng 2022 Introduction and Prospects of E-Commerce (Third Edition) Qifeng Information Co., Ltd. Taipei City.
5. Nishida Rongxi 2022 This is how popular agricultural specialties should be sold (three copies of the first edition) Changli Life Cultural and Creative Co., Ltd. Taipei City.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂出席情形課堂出席情形 Class attendance |
10 | 學期出席狀況 缺席者酌予扣分 |
| 參與課間討論情形參與課間討論情形 Participate in class discussions |
10 | 包括小組討論與課間討論 |
| 書面作業繳交情形書面作業繳交情形 Submission of written assignments |
30 | 書面作業繳交情形及作業內容 |
| 期中評量期中評量 Mid-term evaluation |
25 | 期中考成績 |
| 期末評量期末評量 Final evaluation |
25 | 期末考成績 |
