Marketing Strategies of Fishery Products for Supermarkets and Farmers' Markets in Taiwan.

Fishery products are one essential component of Taiwanese dietary consumption; however, a variety of sales channels of fishery products has rendered effective marketing a task of challenge. With considerations of the marketing characteristics for two types of market in Taiwan, i.e,. supermarkets and farmers' markets, this research drew up marketing strategies based on the 40 Principles of Invention according to the theory of inventive problem solving. Consumer behaviors in the different markets were analyzed in order to form alternatives of marketing for fishery products. Recommendations for supermarkets are (1) to understand consumers' needs through surveys; (2) selling supplementary products at the same location; (3) collecting and responding consumers' feedback. Three marketing strategies for farmers' market are suggested as: (1) implementing a reform of the products; (2) chatting with consumers; (3) providing information about the products. [ABSTRACT FROM AUTHOR]