臺中地區不同栽培類型番茄與行銷通路之效益分析

The Benefit Analysis of Different Marketing Channels and Tomato Cropping Patterns in Taichung Area

陳世芳(Shih-Fang Chen) ； 戴登燦(Deng-Tsann Day)

《臺中區農業改良場研究彙報》 116期 (2012/09) Pp. 1-13

https://doi.org/10.6956/BTDAIS.201209.0001

摘要

本研究的主要目的為分析與比較臺中地區50戶設施番茄及露天番茄農戶之生產成本、收益及行銷通路。研究結果顯示，不同栽培類型對每公頃產量、總生產成本、粗收益、損益、農家賺款具有顯著差異。在產量、總生產成本方面，露天大果明顯高於露天小果、設施小果，且設施大果高於露天大果。粗收益方面，設施大果高於露天大果、露天小果、設施小果，且設施小果高於露天大果、露天小果。農家賺款方面，設施大果高於露天小果。另外，在行銷通路方面，設施大果主要通路為販運商佔21.9%，但平均售價卻以直銷 69元/kg反而比較高；而設施小果雖以農會共同運銷最多佔66.4%，但平均售價仍以直銷162.7元/kg最佳，至於露天大果以售至行口最多佔31.6%，平均售價則以直銷45元/kg最佳，露天小果主要銷售通路為行口佔61%，平均售價亦以直銷118.5元/kg高過其他通路，顯示不同栽培類型之番茄雖各有不同主要通路，但售價同樣以直銷最高。

關鍵字

番茄 ； 成本收益 ； 行銷通路

並列摘要

This study was aimed to the correlation analysis among the yield, production cost, profit and different marketing channels and tomato cropping patterns in Taichung Area.. The data were collected both from 2 groups of 50 farms who produced tomato in facility or in open field. Two tomato varieties of polyred tomato and cherry tomato were produced in this study. The results indicate that the yield, production cost, gross revenue, net revenue and farm earning are significantly different within cropping models. The yield and production cost of open field polyred tomato is significantly higher than cherry tomato cultivated in the open field and in facility but lower than polyred tomato grown in facility. The gross revenue obtained from facility grown polyred tomato is much higher than others. The farm earning obtained from facility grown polyred tomato is higher than that from open field grown. cherry tomato. The main marketing channel for facility grown polyred tomato was through local shipper (21.9%), and that to the direct sales got the best transcation prices at NT 69/kg. The main marketing channel for facility grown cherry tomato was through joint-marketing channel of the farmers' association (66.4%), and that to the direct sales obtained the best transcation prices at NT$162.7/kg. The main marketing channel for open field polyred tomato is through broker (31.6%), and that to the direct sales obtained the best transcation prices at NT$45/kg. The majority of open field cherry tomato is also through broker (61%), and the best transcation price for open field cherry tomato was obtained from direct sale at NT$118.5/kg. We found that tomato grown in different cropping model has been set up to its own marketing channel. It is of no exception that the highest selling price is obtained from direct sale channel.

並列關鍵字

tomato ； production cost and revenue ； marketing channel