傳統通路與直接通路之生產者利潤變化與比較： 以水晶芭樂個案為例

農產品的批發市場通路與直接銷售通路，兩者之間的差異比較，透過研究臺灣芭樂的產業與市場概況，進一步了解研究個案之水晶芭樂生產者在面對上述這二種銷售通路，在追求利潤極大化的前提下，將部分產品從批發市場通路移轉到直接行銷通路，其中的銷售比例變化，為本研究最重要的貢獻。透過個案生產者所提供的數據分析，比較水晶芭樂在傳統通路與直接通路下，其收入、成本、單價的差異。生產者通常對自有勞動力付出的認知是無薪資支付，因此利潤經常被高估的情況下本研究將未支付勞動力薪資與支付勞動力薪資，這兩者進行比較，得知個案在傳統通路中平均每單位利潤5.8元，直接通路平均每單位利潤69.3元。若將薪資成本計入，傳統通路平均每單位利潤-31.4元，直接通路平均每單位利潤則為9.4元。研究分析結果得知，生產者選擇直接通路有助於追求較高利潤，遠比傳統批發市場通路，更具吸引力。

關鍵字

番石榴；運銷公司；農產品生產成本；產量；產值；種植面積

並列摘要

The difference between the wholesale market channel and the direct sales channel for agricultural products. By studying the industry and market profile of guava in Taiwan, we can further understand how the Shui-Jing guava producers in the case of the study have shifted some of their products from the wholesale market to the direct marketing channel in order to maximize their profits in these two channels. Using the data provided by our case study producers, we compare the difference in revenue, cost, and unit price of Shui-Jing Guava products between traditional and direct channels. Producers often perceive their own labor payout as unpaid and therefore profits are often overestimated. This study compares the average profit per unit in the traditional channel with NT 5.8 and the average profit per unit in the direct channel with NT 69.3 . The average profit per unit is NT -31.4 in the traditional channel and NT 9.4 in the direct channel if the payroll cost is included. The results of the study show that producers choose the direct channel in pursuit of higher margins, which is far more attractive than the traditional wholesale market channel.