台灣香蕉出口日本之研究-以H公司為例

香蕉曾經是台灣創造外匯的重要的經濟農作物，至今它依然是主要的供應水果，但是台灣的香蕉生產90%都是內銷的情況下，供需部分常常會出現失衡的狀態演變成社會新聞，自2007年到2023年之間，共有四次大規模去化收購的狀況。本研究認為需要找出新的外銷市場搭配上就有的日本市場，以中長期規畫才能慢慢改善供需失衡的狀態。如能再加上過去產官學界積極在內銷外銷及加工的工作，及現今農業部在推動的食農教育、香蕉策略聯盟相關活動來推動，並以搭配上外銷到中國跟日本作為金字塔高端商品中長期計畫，以台灣香蕉產業能永續成長並新創出新的面貌。本研究探討我們台灣自產香蕉的國內需求以及搭配上外銷到日本作為金字塔高端商品，在台灣目前主要銷售香蕉通路有四大超商以及各大中小型的量販店，各縣市水果攤水果量販店都有在販賣香蕉，各縣市中小學及高中都需要香蕉營養午餐的供應。本研究針對以H公司供應日本商社出貨量、出貨箱數、單箱價格進行探討，透過2018年至2023年數據資料進行迴歸分析推導，透過數據收集和實證分析，將每項數據表現對公司戰略的貢獻。最後、通過對出貨量、出貨箱數、單箱價格進行探討，優劣比較對公司戰略的影響分析，將為企業制定有效的銷售策略提供指導，進而提升企業競爭力，實現長期發展目標。

關鍵字

香蕉產銷失衡；外銷日本香蕉；食農教育；香蕉策略聯盟

並列摘要

Bananas used to be an important economic crop for Taiwan to generate foreign exchange, and it is still the main supply fruit, but when 90% of Taiwan's banana production is sold domestically, the imbalance between supply and demand often evolves into social news, and between 2007 and 2023, there are four large-scale de-acquisitions. This study argues that it is necessary to identify new export markets and match existing Japan markets, and to slowly improve the supply-demand imbalance through medium- to long-term planning. If we can add the work of the industry, government and academia in the past to actively sell and export domestic sales and processing, and the current Ministry of Agriculture is promoting food and agricultural education, banana strategic alliance related activities to promote, and with export to China and Japan as a pyramid of high-end commodities medium and long-term plan, Taiwan's banana industry can grow sustainably and create a new look. This study explores the domestic demand for our own bananas in Taiwan and the export to Japan as a high-end pyramid commodity, in Taiwan the main sales of bananas are four major supermarkets and large, medium and small mass stores, fruit stalls and fruit stores in various counties and cities are selling bananas, and primary and secondary schools and high schools in all counties and cities need to supply banana nutritious lunches. In this study, we will explore the shipment volume, number of shipping boxes, and price per box supplied to Japan trading companies by Company H, and deduce the regression analysis through data from 2018 to 2023, and show the contribution of each data to the company's strategy through data collection and empirical analysis. Finally, through the discussion of shipments, the number of boxes shipped, and the price of a single box, the analysis of the impact of the comparison of advantages and disadvantages on the company's strategy will provide guidance for enterprises to formulate effective sales strategies, so as to enhance the competitiveness of enterprises and achieve long-term development goals.