農會推動地區品牌權益之研究

Research on Promoting Regional Brands by the Farmers' Associations

周淑月(Shu-Yueh Chou) ； 蔡必焜(Bi-Kun Tsai) ； 蔣憲國(Shiann-Gwo Jeang)

《台灣農學會報》 12卷4期 (2011/08) Pp. 382-404

https://doi.org/10.6730/JAAT.201108_12(4).0006

摘要

本研究旨在分析影響農會地區品牌權益之重要因素，並分析農會推動地區品牌之相關能力與實際落實程度。以農會推廣股農事推廣員為研究對象，採問卷調查方式獲得有效問卷167份。研究結果顯示：1.「生產、行銷及產地形成條件」、「生產、流通與商品化執行能力」、「地區集團化與產地化執行能力」以及「地區產業推展執行能力」對「農會地區品牌落實活動程度」皆有正向顯著影響。2.「生產、行銷及產地形成條件」、「地區集團化與產地化執行能力」及「地區品牌活動落實程度」對「農會地區品牌權益」皆有正向顯著影響。3.分析結果顯示：當地區具備較具優勢的生產、行銷及產地形成條件，農事推廣員執行地區品牌活動之能力相對愈高，愈能透過「農會地區品牌落實活動」強化該「農會地區品牌權益」。

關鍵字

地區品牌 ； 推廣活動 ； 品牌權益

並列摘要

The purpose of this study is to discuss the important factors influencing the brand equity of agricultural products and further to analyze the related abilities and extension's practice to promote regional agriculture product's brand established by Farmers' Associations. This study was conducted through surveying the agricultural extension agents of the Farmers' Associations and a sample of 167 questionnaires was received. The major findings were as follows:1. ”Condition of production, marketing and producing area formation”, ”Practice of production, distribution and commercialization”, ”Practice of regional collectivization and producing area” and ”Practice of local indiscretion promotion” positively and significantly influence ”Implementation of regional agriculture product's brand by the Farmers' Associations”.2. ”Condition of production, marketing and producing area formation”, ”Practice of production, distribution and commercialization” and ”Implementation of regional agriculture product's brand established by Farmers' Associations” positively and significantly influence ”Farmer Association's brand equity”.3. According to the empirical results, ”Condition of production, marketing and producing area formation” becomes more competitive, the higher ”the agricultural extension agents' practice of regional brand activities” are and the better it is for implementing ”the regional agriculture product's brand”, therefore the agricultural product's brand equity of the Farmers' Association can be enhanced.

並列關鍵字

Regional brand ； Extension's activity ； Brand equity