再造茶農第二春－產銷履歷認知及參與意願探討

Reinvent the Second Blooming for Tea Farmers-Exploration for Recognition of the Traceability System and the Willingness to Participate

陳素鳳(Su-Feng Chen) ； 余嬪(Ping Yu) ； 董雄聲(Hsiung-Sheng Tung)

《社區研究學刊》 2期 (2011/06) Pp. 81-107

https://doi.org/10.30039/JCR.201106.0003

摘要

代代相傳的茶產業遭逢傳統農業轉型全球化競爭與迎向知識經濟時代來臨，「產銷履歷制度」可為茶農再造第二春。本文旨在了解茶農對產銷履歷的認知與參與意願。研究資料的蒐集主要來自南投縣名間鄉八位茶農的訪談所得。研究結果發現茶農也知覺產銷履歷所傳遞的價值，但事實亦存在許多挑戰，包括履歷資訊系統、電腦、行銷等專業素養都亟需加強。中央向茶農推廣之產銷履歷有許多改善的空間，同時推廣教育成敗不完全在茶農，製茶廠、行銷通路與終端的消費者認知都有重大影響。最後，研究者據此對產銷履歷茶制度提出相關推廣教育方案建議。當消費端認知、接納且完全以產銷履歷為消費指標時，全面產銷履歷茶時代即宣告到來，臺灣茶走向世界市場的第二春將指日可待。

關鍵字

茶農 ； 產銷履歷 ； 認知 ； 參與意願

並列摘要

Tea industry inherited from previous generations has undergone phases of agricultural transformation amid global competition as well as embracing the times of knowledge-based economy. At this moment, ”Traceability system” is well-poised to reinvent the second blooming for tea farmers. The research purpose is to understand farmers’ recognition of traceability system as well as their participation willingness. Collection for research information is primarily resulted from in-depth interviews with eight tea farmers located at Mingjian Township, Nantou County. Research findings unearthed the fact that tea farmers were aware of the values emanated from the traceability system; nonetheless, there were many challenges lying ahead and still waiting to be met, including resume information system, computer, and marketing, etc., the so called professional competencies, and all of these need strengthening as well. There is still plenty of room for improvement as far as the traceability system which the central government promoted to the tea farmers is concerned. In addition, the success or failure from the promotional efforts not necessarily rest merely on the shoulders of the tea farmers, in essence, the recognitions from the tea manufacturers, the marketing channels as well as end consumers would play an important role. Lastly, discussion and related promotional and educational recommendations in regard to traceability system are generated by the researchers. When the time comes for the consumer end’s recognition and acceptance which would totally embrace the traceability system as one of the consumer indices, then, it can proclaim that the time for comprehensive traceability system has arrived, and the second blooming for the Taiwan tea marching on down towards the global market would be just around the corner.

並列關鍵字

tea farmer ； traceability system ； recognition ； willingness to participate