農民團體推動葡萄產業跨域合作可行性之研究

Feasibility Studies on the Cross-Business Cooperation of Farmers’ Organization to Promote Grape Industry in Taiwan

楊宏瑛(Hung-Ying Yang)

《臺中區農業改良場研究彙報》 129期 (2015/12) Pp. 67-78

摘要

為了進行巨峰葡萄產業跨域合作可行性之研究，2014年我國葡萄栽培總面積為2,914公頃，選取葡萄主要生產區，臺中市新社區、東勢區、南投縣水里鄉、信義鄉、彰化縣大村鄉、埔心鄉、二林鎮、溪湖鎮等8區域之農民與農民組織，進行訪談與研究分析。結果顯示，行銷通路布局以直銷占大宗，又以大村、埔心、溪湖、二林等區直銷比例較高，達65%以上；農會共同運銷以水里鄉農會運銷量最高達56%，其餘地區皆低於20%。農民皆不滿意現階段銷售通路分布，然具體提出未來將逐步調整通路分布想法者，有信義鄉、大村鄉、埔心鄉、東勢區與新社區等5區農民。其中東勢區、新社區與信義鄉農民發現直銷利潤較高，大村鄉農民希望能透過展售活動或網路商城拓展買家，埔心鄉農民發現網路商城銷售通路最佳，且希望農會收購。農會總幹事皆願意跨領域合作，期望政府能輔導推動方向與做法。信義鄉農會、新社區農會與溪湖全聯果菜生產合作社為三個農民團體跨域合作成功之案例，其關鍵因子為農民團體經理人。這些經理人推動許多核心業務，並具備跨域合作的理念與執行力。綜合研究結果，農民團體經理人應以農民需求為依歸，強化跨域合作觀念與做法，並提升組織內幹部跨域合作職能，以聯合異業合作，在全球競爭洪流中展現臺灣葡萄產業實力。

關鍵字

農民團體 ； 葡萄 ； 跨域合作 ； 農會 ； 合作社

並列摘要

In order to conduct the feasibility study of cross-business cooperation of Kyoho grape industry, among 2,914 hectare of main production area in 2014, the 8 selected townshops i.e. Xinshe, Dongshi of Taichung city, and Dacun, Puxin, Xihu, Erlin of Changhua county and Shuili, Xinyi of Nantou county were under investigation. The results of survey showed marketing channel layout with direct sales accounted for bulk and township of Dacun, Puxin, Xihu and Erlin direct sales high percentage 65% more than Shuili farmers associations marketing joint -marketing up to 56%, the rest was below 20%. All farmers were not satisfied with this recent stage sales channel distribution, but will gradually adjust the path in the future distribution of ideas in which most entertaining area with Hsinyi, Dacun, Puxin, Tungshih and Xinshe. The Xinshe, Dongshi and Hsinyi farmers repected the more profitable in direct marketing. As for Dacun, the webmarketing and sold in Promtion were tow of major expection mrketing channel and Puxin farmers found to be favorable in web-marketing and sold to Farmers’ Association. Besides, every chief executive officer of farmers’ association agreed that cross-business cooperation was beneficial to the industry, and they hoped to obtain some assistance and guidance from the government. The key factor successful cross-business cooperation from Farmers’ associations of Xinyi township, Xinshe Dist. and Quan-Lian fruit and vegetable production cooperative society was the chief of those organizations. They endeavored very much on core business, had great idea and excellent implementation ability on cross boundary cooperation affairs. This study suggests that the chief of farmers’ organization should consider with the farmers’s need as a basis, to strengthen the ability of themselves and also to promote the knowledge and techniques of their colleagues on cross-business cooperation afairs. Grape industry in Taiwan can be emerged from global competition.

並列關鍵字

farmers’ organization ； grape ； cross-business cooperation ； farmers’ association ； cooperatives