日本有機農業經營與行銷發展

The Management and Marketing of Organic Agriculture in Japan

楊宏瑛(Hung-Ying Yang) ； 張惠真(Hui-Chen Chang)

《臺中區農業改良場特刊》 127號 (2015/05) Pp. 132-154

摘要

日本於2006年公告「有機農業推進法」，2007年訂定「有機農業推進基本作業方針」擬定具體執行計畫，2014年有機耕作面積占全國農地面積之0.36%，政府設定2018年達成有機耕作面積為1%之目標，農林水產省提出「確立有機農業技術與輔導體系，強化消費者了解有機農業，全國都道府縣之50%以上之市町村之推動體系共同推動」三項策略，並以跨域整合概念提出三項工作計畫。並委託協會調查有機農產品之消費需求、價格與產量關係、有機農產品之通路分布與售價、有機蔬菜定期宅配市場分析等。日本有機農產品：自費者主要在乎安心、安全及支持環保，日本有機農民因應之道為「建立消費者之信任」，邀請消費者主動提供監督農場的活動。有機農產品通路仍以通業者為主，而直賣所為日本新興直銷方式；另有機食品商店同時經管有機餐廳，或居酒屋推出JAS有機蔬菜。結合自然農法、預防醫學、美學等理念之六次產業模式等觀察與蒐集資料，作為我國有機農產業發展規劃、執行之參考。

關鍵字

有機農業 ； 政策擬定 ； 經學效益 ； 行銷 ； 消費趨勢 ； 六級產業 ； 觀摩學習

並列摘要

The organic farming promotion law was announced by Japan Government in 2006. The basic policy of organic farming promotion law was established in 2007, and the action plan was drafted. The ratio of organic farming area to total farming area was 0.36% in 2014. The proportion will be increased to 1% by the government in 2018. The Ministry of Agriculture, Forestry and Fisheries of Japan addressed ＂Establish organic agricultural technique and guidance system＂, ＂Strengthen consumers learn about organic agriculture＂, ＂Common propelling systems were more than 50% of cities, towns and villages throughout the nation＂ 3 strategies and put forward 3 projects with across boundaries concept. Authorize associations to investigate consumer requirement, price and yield relationship, selling channel and price, analysis the market of regular transport to home. The consumers mainly concerned for organic products safety and environmental protection. The organic farmers invited consumers to supervise farming activities in order to build up consumer's trust. The mostly organic products were sold by vendors. Direct-sale-store was the newly direct marketing. Organic food store not only sold organic products but also operated organic restaurant. The six-grade industry model was combined with natural agriculture, preventive medicine and esthetics concept in Japan was observed and collected as Taiwan's organic agriculture planning and enforcing reference.

並列關鍵字

Organic agriculture ； Policy plan ； Management benefit ； Marketing ； Consumption trend ； Six-grade industry ； Inspect and learn