農民組織建構農產品地區品牌歷程之研究

A study on the Establishment Process of Regional Agriculture Product Branding for Farmer' Associations

詹億祥(Yi-Hsiang Jan) ； 蔡必焜(Bi-Kun Tsai) ； 蔣憲國(Shiann-Gwo Jeang)

《台灣農學會報》 12卷2期 (2011/04) Pp. 126-150

https://doi.org/10.6730/JAAT.201104_12(2).0003

摘要

本研究旨在分析國內農民組織建構農產品地區品牌的現況，探討其建構農產品地區品牌的發展歷程與面臨課題。針對已申請通過國產優良品牌水果品質認證的農民組織為對象，以其負責地區品牌業務的主要負責人進行問卷調查與量化分析。其次，選取玉井、林邊兩農會為個案，進行深度訪談與質化分析。重要研究結論如下：
1.根據問卷調查結果，依地區品牌建構落實程度平均分數大小，基礎階段依序為產地、地區資源、品牌建立和合作化行銷。形成階段依序為主產地、推廣地區品牌和組織化行銷。確立階段依序為地區品牌權益管理、高度主產地和統合化行銷。
2.根據個案資料分析，農會建構農產品地區品牌歷程，其產地條件構面已具主產地層次的條件，但未達高度主產地層次。在品牌形塑構面農會以申請地區品牌的商標及名稱的註冊，消費者已從產地地理認知延伸至對地區品牌的了解與認知。在行銷推動構面，品牌行銷業務因歸屬供銷部辦理，限於行銷人力與專業不足，農民組織尚未統合產地的行銷通路，成為運銷的統合體。故個案農民組織所建構的農產品地區品牌，仍處於形成階段，尚未具備確立地區品牌的條件，顯示農民組織須提升產地條件的層次，推動多樣化行銷，以強化地區品牌權益。

關鍵字

農民組織 ； 地區品牌 ； 地區品牌建構

並列摘要

The objective of this research was to analyze the process and issues of regional agriculture product brand establishment for Taiwan farmers' associations. The research focused on farmers' associations with ”The Brand Fruit Certification System”. Questionnaire surveys were given and data were randomly collected from the main representative directors of regional brand businesses for quantitative analysis. In addition, in-depth interviews and qualitative analysis were adopted to analyze the Yu Jing and Lin Bain farmer' associations.
1. According to the quantitative survey, from the average score of the establishment process of regional agriculture product's brand, the ranking orders of the basis stage were ”the producing area”, ”regional resources and brand establishment”, ”cooperative marketing”, The ranking orders of the formative stage were ”the major producing area”, ”promotion of regional brand establishment”, ”organization marketing”, The ranking orders of the established stage were ”management of regional brand equity”, ”the high major producing area” and ”integrated marketing”.
2. According to the analysis of the case data, the farmers' associations constructed process of regional agriculture's brand partly achieved the condition of the major producing area but did not reach the level of a major producing area. For the brand construction dimension, the farmers' associations interviewed also apply the mark of the regional brand. The consumers are aware of the regional brand from the knowledge of the producing area. Due to the lack of human resources, the farmers' associations could not effectively manage the marketing channels of the producing area and could not become the marketing integrator. Therefore, the farmers' associations were still in the initial stage for the regional brand. The study shows the farmers' associations have to improve the condition of the producing area, diversify the marketing and strengthen the equity of the regional brand.

並列關鍵字

farmers' association ； regional brand ； regional brand establishment