- 期刊
- OpenAccess
臺中地區葡萄產銷班對建立共同品牌之態度與意願
The Attitude and Verdict of Grape Growers for Establishing Common Brand of the Production and Marketing Team in Taichung Area
摘要
臺中地區目前申請葡萄國產品牌有南投縣信義鄉、水里鄉、集集鎮及竹山鎮等山地產區，且有產銷班參與供銷，產品多銷往臺北第一批發市場，但量仍有限且尚未在其他地區建立知名度。其他如彰化縣之大村鄉、溪湖鎮及埔心鄉多以班或農場品牌行銷，近日對改變現有品牌轉而合併參加全鄉之區域性品牌持高度興趣且感可行，不過有意願加入的班員初期仍然不會太多，需要像保證價格等配套措施實施後才可能加入。未來產銷班認為共同品牌應由政府推動較佳，而品牌之標誌將代表鄉鎮，設計則傾向由專人及輔導單位做較好，顏色以綠、紅、藍、紫其中三色或四色相互搭配為宜，符號應較十元為大，字體偏向楷書，加入共同品牌後認為有提高知名度及收益的效果。
並列摘要
In the absence of information on the attitude and verdict of grape growers for establishing the regional common brand, we investigated and analyzed the grape brands in Taichung area, which were feasible and adoptable for the Grape Production and Marketing Team. Four farmers' organizations in Nanton County, such as Hsinyi, Suilee, Chichih, and Chusan, have already joined the system of applying National Agricultural Brand for their grape product. Several teams in each town have joined this system so that their agricultural product can be directly marketed to Taipei Fruit and Vegetable Auction Market. Due to the limited quantity of grape, the brand name is not popular to other areas. However, grapes are still marketed with team or farm brand in Tatsuen, Chihu, and Pushin town in Changhua area. It indicated that growers are highly interested in the application of regional brand. However, in view of the tendency of jointing the regional brand, the establishment of common brand is not obviously popular. It revealed that if the guarantee prices policy could be carried out by the government, more attraction would cause more members to join this system. The benefit of grape growers of the production and marketing team will be become well. Most of grape growers prefer to design a mark to represent the symbol of township level. Most brands were designed and supervised by experts. The favorite colors of logo revealed on brand were green, red, blue, and purple or mixture. The size of logo should be larger than the size of 10 NT coin but the character style of logo is of inconsistency. In general, it is considered that growers applying common brand can make the team more popularity and bring a great benefit.