臺中地區重要蔬果產銷班建立共同性品牌意願之研究

The Study of Willingness of Establishment of National Brand Name in Vegetable Production and Marketing Teams in Taichung District

陳世芳(Shih-Fun Chen) ； 高德錚(Te-Chen Kao)

《臺中區農業改良場研究彙報》 80期 (2003/09) Pp. 1-12

https://doi.org/10.6956/BTDAIS.200309.0001

摘要

蔬菜產品項目種類繁多，近十幾年來建立品牌之觀念逐漸為農民所採用，本研究調查獲知蔬菜產銷班有14.2%屬個人品牌，13.4%為農場品牌，23.6%為班品牌，26.8%為農會品牌，品牌之使用年數以1～5年最多，佔48.86%，6～10年有26.14%，11～15年有11.36%，20年以上有6.82%，1年以下及16～20年各佔3.41%。蔬菜產銷班有86班有參加以鄉鎮農民團體為共同性品牌整合單位生產之意願，願意參加之主要原因為使品牌蔬菜比較好賣、提昇品牌蔬菜價格、可增加菜農收益、可提高知名度、建立品牌是蔬菜產業發展必須的條件等，有3班不願意參加，有11班希望有優厚的誘因才參加，未來對於輔導蔬菜班參與共同性品牌生產，應從地區已有品牌基礎且組織資源認知度高之產銷班為中長期輔導對象，以有品牌行銷經驗、並取得吉園圃或有機蔬菜證明標章，有能力辦理共選共計之產銷班做近程加強輔導之對象，強化蔬菜班共同選別作業之觀念，教育班員落實蔬菜分級包裝標準化作業流程。

關鍵字

品牌 ； 品牌認證 ； 蔬菜產銷班

並列摘要

Vegetable crops have wide range of varieties and species in Taiwan. Recently the concept of brand name establishment have been adopted by farmers. This study was analyzed through the 100 available questionnaries out of 140 vegetable production and marketing teams sampling data. The results indicated that 14.2% of vegetable P&M team have their own individual brand name, 13.4% is farm brand name, 23.6% is team brand name, 26.8% is local Farmers' Association brand name. The brand name used period, between 1-5 years have 48.8%, between 6-10 years have 26.14%, between 11-15 years have 11.36%, over 20 years have 6.82%, under one year and between 16-20 years have 3.41%, respectively out of the available data. The major produce source is come from own farm production, thus the produce supply is unstable and not enough. The marketing areas is focused on Northern and Central Taiwan. There are 86 of vegetable P&M teams have the willingness to apply the national brand name. Because they think the brand name could increase the produce price and marketing potential, thus increase the farm income. There are three teams didn't have the willingness to apply the brand name, and 11 teams hope the priority is having good incentive. In the future, the assistant target of teams to join the brand name project should be start with those already have brand name and with high recognition degree, marketing experience, certification of GAP or organic vegetable, and those teams capable of join selection, packing, pricing and grading operation system.

並列關鍵字

brand name ； brand name certification ； vegetable production and marketing team