臺中地區鮮食葡萄運銷通路之研究

Study on the Marketing Channel Variation of the Table Grapes in Taichung Areas

陳世芳(Shih-Fun Chen) ； 高德錚(Te-Chen Kao)

《臺中區農業改良場研究彙報》 72期 (2001/09) Pp. 55-62

https://doi.org/10.6956/BTDAIS.200109.0055

摘要

臺中地區鮮食葡萄運銷方式呈多樣化，抽樣調查100戶生產者的運銷通路以產地販運商最多佔40.04%，在信義鄉有高達86.58%採此方式銷售，其次是委託行口代賣佔32.96%，新社鄉最多佔59.68%，第三種銷售方式為直銷消費者佔12.44%，在大村鄉有多達34.44%受訪者自行直銷。第四種為參加農會或青果社之共同運銷佔5.03%。超市佔2.78%，零售商佔2.14%，果菜批發市場1.74%，其餘2.87%饋贈親友或自行加工。各銷售通路之運銷費用以超市每公斤13.52元最高，販運商4.75元最低，農民實際淨得價格以超市每公斤84.82元及直銷消費者83.43元最佳。

關鍵字

鮮食葡萄 ； 運銷通路 ； 巨峰葡萄

並列摘要

The marketing channel of table grape in Taichung area appears to be very diversified. The marketing channels of 100 grape producers showed that local shipper is the major channel for producers (40.04%) in Hsinyi town, the percentage is the highest (86.58%). The second is by commission men (32.96%). In Hsinshe town, 59.68% of the grape is through this channel. The third one is by direct sale. In Tatsuen, up to 34.44% of the grape is sold by direct sale. The fourth one is through the joint marketing channel system running by farmers' association or cooperative, which occupied 5.03%. For others, it was sold to the supermarket, retailer and wholesale market by 2.78%, 2.14% and 1.74% respectively. The remaining 2.87% of grape is offered to the relatives and friends as gift or by food processing. The most expensive fee among various channels is through supermarket. It costs 13.52 NT per kg for shipping and marketing. The cheapest is 4.75 NT per kg by local shipper. However, grape farmers found that the best profit is obtained through supermarket and direct sale, in which the net income are 84.82 NT per kg and 83.43 NT per kg, respectively.

並列關鍵字

table grape ； marketing channel ； Kyoho grape