國產甘藍與結球白菜運銷通路分析

Marketing Channel Analysis for Domestically Produced Cabbage and Chinese Cabbage

陳郁蕙(Yu-Hui Chen) ； 呂秀貞(Hsiu-Chen Lu) ； 陳雅惠(Ya-Hui Chen) ； 姜淳元(Chun-Yuan Chiang)

《台灣農學會報》 20卷2期 (2020/04) Pp. 102-125

https://doi.org/10.6730/JAAT.202004_20(2).0003

摘要

甘藍與結球白菜為國內重要蔬菜品項，交易量極大，對批發市場的平均價格影響大。而天候因素往往影響蔬菜產量，產銷失衡時有所聞，對通路占比之瞭解非常重要。本研究調查方式以國產甘藍與結球白菜為研究標的，分析從農民採收到消費者手中的運銷通路及估計通路占比，期望做為政府調節產銷施政參考。本研究結果發現，甘藍與結球白菜不論經過共同運銷或販運商通路，均以批發市場為聚集中心；運銷層次則有縮短之趨勢，量販店及超市通路占比明顯提高，且其直接向批發市場或產地採購之比例上升；零售商的通路占比降低，零批商的主要客戶不再是零售商而是團膳、餐廳等大消費戶。另調查亦顯示供貨業者決定配送通路因素均以「價格」為第一重要因素，因此快速行情資訊發布有利於農民及時做出決策調配出貨。

關鍵字

甘藍 ； 結球白菜 ； 運銷通路

並列摘要

Cabbage and Chinese cabbage are two of the most important vegetables produced in Taiwan. The average wholesale price of vegetables is influenced by the supplies of these two crops due to their high trading volume. The harvests of these vegetables, however, are heavily affected by the weather condition. Abundance is produced in a year of good weather; while production level is low in the year with bad weather, leading to the imbalance of the supply and demand of cabbage and Chinese cabbage. When excess supply or shortages occur, the authorities have to find ways to alleviate the situation. It is crucial for decision makers to obtain the information from marketing channels and their corresponding shares before coming up with effective strategies. The purpose of this study is to find the current status of the marketing channels of these two crops. The shares of the marketing channels are also estimated. Our findings suggest that the wholesale market is still the major hub of the marketing channels although its share is declining. The channels are more diversified when shares of direct sales are increasing and the marketing channels are shortened. The significance of the retailer market is reduced. Since the market price is the most prominent factor affecting farmers' selection of marketing channels, it is important to reveal the information promptly to enhance the efficiency of agricultural marketing.

並列關鍵字

Cabbage ； Chinese Cabbage ； Marketing channels

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