有機農場農產品銷售通路及其選擇因素之研究：以水稻、雜糧、特作及蔬菜為例

Marketing Channels and Choice Determinants of Organic Farms: Cases of Rice, Coarse grain, Special crops and Vegetables

黃炳文(Biin-Wen Huang) ； 林秀霙(Shiow-Ing Lin) ； 林佩慧(Pei-Hui Lin) ； 蔡永輝(Yong-Huei Tsai) ； 謝宜婷(Yi-Ting Hsieh) ； 廖玟筑(Wen-Chu Liao) ； 張羽萱(Yu-Xuan Zhang)

《農林學報》 67卷3期 (2020/09) Pp. 181-194

https://doi.org/10.30089/JAF.202009_67(3).0003

摘要

為促進有機農業的發展，政府於2018年5月制定公布「有機農業促進法」，然有機農場農產品的銷售通路實況究竟為何？本研究旨在探討不同作物（如水稻、雜糧、特作、蔬菜）之有機農場農產品銷售通路，並進一步研究各作物有機農場產銷經營型態的通路，再分析有機農場經營者選擇各銷售通路的影響因素。經三年資料蒐集結果，共成功盤點蒐集樣本為2,160戶。根據研究發現，售予運銷商之通路計次較多，占52％，而自行銷售之通路計次占48％。不同作物的有機農場通路結構有所差異，各作物有機農場的經營型態通路結構亦有所不同，惟在家自售、農民團體之通路占比相對較多。有機農場經營者對於各銷售通路的選擇，可能受其所處地區別、經營者基本特質及農場經營特性等因素影響。建議有機農場經營者，可朝契作及自行銷售的通路組合發展，同時建議農政單位宜積極鼓勵有機農場經營者參與契作，並建構契作相關規範，以確保農民的權益；另輔導農民團體建構各作物的有機農產品供應鏈體系，開展多元化的銷售通路。

關鍵字

有機農場 ； 銷售通路

並列摘要

To promote the development of organic agriculture, the government enacted and announced the ＂Organic Agriculture Promotion Act＂ in May 2018. However what is the actual situation of the marketing channels of agricultural products from organic farms? The purpose of this research is to explore the marketing channels of organic farm products of different crops (such as rice, coarse grain, specialty crops, and vegetables), to further study marketing channels of various operation types, and to analyze the factors influencing organic farm operators' choice of marketing channels. After three-year data collection, totally 2,160 questionnaire were collected. Based on the empirical results, the number of marketing channels through distributors was larger, accounting for 52% of the total number of operators' adoption. While the percentage of marketing channels by self-selling was accounted for 48%. The channel structure of organic farms among different crops was not the same. The channel structure of the operation types also differs among various organic farms. The major channels were sold through sales at home and farmers' associations. The choices of marketing channels for organic farm operators might be influenced by the locations of the farms, the basic characteristics of the operators, and the features of the organic farms. It is recommended that organic farm operators could develop a channel combination of contract farming and self-selling. To ensure farmers' rights and interests, agricultural agencies could encourage farmers to actively participate in contract farming and establish the relative rules and regulations. Moreover, agricultural agencies might assist farmers' associations to build up supply chain systems for various organic products and develop diversified marketing channels.

並列關鍵字

Organic farm ； marketing channel