加入WTO後台東地區蝴蝶蘭之產銷因應研究

Studies on the Production and Marketing of Phalaenopsis in Taitung Following Join the WTO

林國榮(Kuo-Jong Lin)

《臺東區農業改良場研究彙報》 13輯 (2002/08) Pp. 27-39

https://doi.org/10.6959/RBTDAIS.200208.0027

摘要

台東地區之蝴蝶蘭產業為極具發展潛力的一種作物；為因應加入WTO後未來市場之需求，計劃產銷乃成為一重要課題。台東區蝴蝶蘭農戶年齡層以35－50歲為最集中，教育程度以國中或高中以上最多，因此，在提升產品競爭力及因應國外產品進口衝擊能力方面也較強。台東地區蝴蝶蘭業者規模大小差異極大，目前台東區蝴蝶蘭業者多數分布於台東市近郊，經營規模可分為兩大類，第一類以產銷班為主，班員栽培面積在3,000坪以下者，以1000坪左右者最多，且多為分屬卑南鄉賓朗蝴蝶蘭產銷班與台東市蝴蝶蘭產銷班之班員；第二類為栽培面積在3,000坪以上者，以今日熱帶蘭園及台糖蘭園為代表，家數雖少，但面積卻占76.8％，估計台東區蝴蝶蘭栽種面積共10,160坪；由台東區蝴蝶蘭產銷成本及效益分析可知；一分地蝴蝶蘭盆花經營3年後，所獲得之利潤率為72－110％，足見台東區之蝴蝶蘭產業仍具有相當的發展潛力。加入WTO後，對台東區蝴蝶蘭經營可能產生負面衝擊的主要理由是：國內工資太高，僱工不易，形成高的生產成本，不易與國外進口的低價產品競爭；但加入WTO後對台東區的蝴蝶蘭產業有正面影響的主要原因是：可加速其企業化專業經營的腳步，使產業升級，促使業者加強拓展銷售管道；擴大經營規模及加強資源利用調整；台東區蝴蝶蘭價格之變動，受到產期及市場季節性需求的影響甚大，但由成本與效益考量加入WTO後，台東區蝴蝶蘭業者所能忍受的成本平均每株零售最低價格在三～十月為100－120元，但十一～翌年二月為150－180元；並以十一月至翌年二月進口蝴蝶蘭對經營者最為不利。在內銷通路上，台東區蝴蝶蘭分別透過花販、花市、花店及展覽會之管道銷售；外銷則透過花販及有關出口商出口。建議在生產方面以市場為導向，加強品種選育及運用分生培養技術控制種苗品質，建立品牌；設立國內外市場情報系統，避免惡性競爭、價格不定；並輔導蝴蝶蘭銷售策略，提供各種賞花組合搭配技巧，加強促銷刺激需求；利用連鎖店為運銷通路，採異業聯盟方式，將有助於拓展市場與銷路。

關鍵字

蝴蝶蘭 ； 經營規模 ； 成本及效益 ； 加入WTO

並列摘要

To investigate the general situation of production, cost, and difficullty in production and marketing of Phalaenopsis in Taitung will be helpful for the strategies following join the WTO. The characteristics of the organization of orchids fanners in Taitung were studied. Consumers needs and the market potential were evaluated. Most of the gardens had less than 1000 square meters. It was neither sufficient nor economical for the professional production and international marketing. The comsuming patterns of Phalaenopsis were potted plants and seedlings. Buyers were mainly amateur planter in Taiwan while a large scale demands in Japan, America and China, etc. However mericlones were accepted because of their unity and good quality. Various varieties and flowering seasons to meet market were the main points for the suppliers. As a potted orchid, the average retailer price is about 100-150 NT. However, Phalaenopsis price esculated in the festival seasons. The price depens on inflorescence, color and size. The production peak of Phalaenopsis at Taitung is from April to June. The essential equipment for Phalaenopsis culture is greenhouse which consisted of the main costs of potted Phalaenopsis. Calculated profit rates is 72-110% for pre-blossoming plants. The marketing price of Phalaenopsis is variable due to labor and transportation cost. Costs may be reduced by automatic management and air transportation. Information system of Phalaenopsis markets is necessary for improving the market. Cooperation among different organizations will be helpful for the orchids Phalaenopsis marketing.

並列關鍵字

Phalaenopsis ； Cost ； Production and Marketing ； Join the WTO