臺灣產銷履歷農產品驗證關鍵成功因素之研析

A Study on Critical Successful Factors of Traceable Agricultural Products Verification in Taiwan

蔡本原(Ben-Yuan Tsai)

《臺中區農業改良場研究彙報》 152期 (2021/09) Pp. 27-38

摘要

產銷履歷有如農產品的身分證，意指從農場到餐桌之所有產銷資訊公開、透明及可追溯的安全安心保證制度。本研究旨在運用層級分析法（Analytic Hierarchy Process, AHP）建立評估架構，探討影響產銷履歷農產品驗證關鍵成功因素、重要性權重及優先順序。實證結果發現，影響產銷履歷農產品驗證與政策推動的前3大構面分別為「政府推廣與宣傳」、「市場行銷與產品定位」及「第三方驗證作業」，在33項關鍵成功因素中，重要性排名前10項依序為「產銷履歷驗證費用補助」、「產品曝光提高能見度」、「獲得預期的農產品收益」、「掌握市場需求趨勢」、「把關農產品品質」、「客戶需求的掌握」、「足夠的輔導及諮詢管道」、「市場區隔與行銷能力」、「阻絕食安風險與釐清責任歸屬」及「滿足通路商的要求」。研究結果可提供政府推動產銷履歷輔導之運用，並可供生產者經營決策及投入資源之參考。

關鍵字

產銷履歷農產品 ； 關鍵成功因素 ； 層級分析法

並列摘要

Traceability is like the identity card of agricultural products, which means the safety and security assurance system of all production and sales information from the farm to consumer's table is open, transparent, and traceable. This study aims to use the Analytic Hierarchy Process (AHP) to establish an evaluation framework to explore the critical success factors that affect the production and marketing history of traceable agricultural products verification and their importance and priorities. The empirical results found that the top three dimensions that affect the verification of production and marketing resumes and the promotion of policies are ＂government promotion and propaganda＂, ＂marketing and product positioning＂ and ＂third-party verification job＂. Among the 33 critical success factors, The top 10 items ranked in order of importance are ＂ agricultural traceability system verification fee subsidy＂, ＂product exposure improves visibility＂, ＂obtain the expected gains from on agricultural products＂, ＂grasp the market demand trend＂, ＂check the quality of agricultural products＂, and ＂mastery of customer needs＂, ＂adequate counseling and consultation channels＂, ＂market segmentation and marketing capabilities＂, ＂prevent food safety risks and clarify accountability＂ and ＂meet the requirements of distributors＂. The research results can be used for government promotion and guidance, and can be used as a reference for producers to make business decisions and invest resources.

並列關鍵字

traceable agricultural products ； critical success factors ； analytic hierarchy process