- 學位論文
臺灣產銷履歷行銷策略之個案研究－以日月潭茶農為例
A Case Study of Marketing Strategies of Taiwanese Food Traceability System- Using Sun Moon Lake Farmers as an Example
摘要
自從歐洲在1990年代爆發狂牛症風暴並擴散到世界各地，全世界對食品安全問題突然變得更為重視。各國因此紛紛提出食品安全管制制度，來確保食物從原料、經過加工、批發、零售、一直到成為末端消費者購買的產品，中間所經過的環境是安全而符合國際的衛生標準。這個制度的標準模式是HACCP。 我國引入產銷履歷制度也是從食品安全的憂慮開始的。是為了國民的健康與安全著想，因此是一個管制性的制度。 然而近年，在WTO架構下的我國農產品遭受國際產品傾銷的嚴重挑戰，每位農民的耕地面積不足、耕地零碎而導致的生產成本過高等問題，導致我國農產品暴露在國際市場的競爭下之後表現出競爭力不足。因此政府開始圖謀農業轉型發展，提高農產品的附加價值。在這樣的政策主導方向下，配合民間的努力，產銷履歷的制度似乎成為一種提高附加價值的手段。 但是若要達到農產品競爭力的提昇，需要完整的策略，這包括對市場趨勢的理解，對產業狀況的洞察，國際化的視野，並且確保生產履歷制在這個策略下是一個良好的策略工具，最後確保策略的執行。 倘若產銷履歷制度確實是良好的策略手段，那麼現行產銷履歷制度的推行率似乎無法顯示出相應的推廣成果。 臺灣現行的產銷履歷制度，作為一種競爭策略，究竟出了什麼問題，要如何改善，這是本文希望討論的問題。其中重要的是行銷策略，特別是行銷1.0演變到行銷2.0、行銷3.0的行銷策略演變。透過訪談日月潭紅茶產業相關的農會、鄉公所、業者，本研究發現產銷履歷結合特定產業狀況時，對不同經營條件的業者而言產銷履歷的效益不同，採用的動機與效益也都不同；因此不同條件的業者，適用的行銷策略並不一樣，而且從行銷1.0演變到3.0是有一定循序漸進的過程。因此本文希望為生產履歷制度的現行策略提出反省，並為各種業者提供可行的策略規劃方向。
並列摘要
Ever since the outburst of “Mad Cow Disease”, nations worldwide started to worry about food-related health issues and introduced food security systems, the standard example of which is HACCP. The introduction of food traceability system in Taiwan was based on the same concern, which is to protect the health and security of people. However, in recent years, under the WTO framework, the weakness of competitive strength of Taiwanese agricultural industries was made obvious. Thus Taiwanese government sought to find ways of enhancing the add value of Taiwanese agricultural products. Under this trend, the traceability system seemed to become a tool of commercial competition under the government’s strategy of promotion. However, if the traceability system is indeed a fine competitive measure, the outcome of the government’s promotion should not be as bad as we see today. The main issue of this article: what is the issue behind the difficulty of promoting the traceability system in Taiwan? What are the ways to solve the problem? This article holds that the main issue is marketing strategy, especially the evolution of Marketing 1.0, Marketing 2.0 and Marketing 3.0. Through interviewing the government and companies at Sun Moon Lake blacktea industry, we found out that food tracebility system has different utilities to different practitioner of agricultural industry. Thus, different mrketing strategy suit them, and that the development of Marketing 1.0 to 3.0 is a gradual and consecutive development, which needs a thorough strategic planning.