農產品產地直銷模式之研究

Direct Selling Mode in The Agricultural Product Habitat

周志如(CHIH-JU CHOU)

指導教授 ： 廖本哲

中原大學/商學院/企業管理學系/碩士(2008年)

https://doi.org/10.6840/cycu200900459

摘要

台灣加入世界貿易組織，積極參與亞太經濟合作會議，農產品逐漸開放市場、調降關稅，隨著農產貿易自由化的腳步更為快速，農產品將面臨更大的競爭壓力。因應現代的農業產銷環境變化，如何加速農產品傳統銷售通路結構之調整，是農產品供應端所必須面對的變革。
傳統農產品銷售模式之運銷通路過長，中間商在通路裡需要層層轉運承銷費用，導致成本增加價格也隨之高漲，消費者雖然以較高的價格購買農產品，但農民所得仍然不多。為避免中間商剝削情況發生，農民都希望盡量減少中間商參與，而由政府或農民團體辦理運銷業務，改善傳統農產品運銷通路。
本研究藉由探討台灣農產業相關文獻，應用網路行銷概念，針對農產業面臨的衝擊與趨勢的需求，全面性的分析傳統農產品交易銷售模式，進而研究運用網路行銷策略，如何經營農產品產地直銷模式，協助果農降低成本、增加收入，也提供消費者更經濟、快速、便利之農產品。
個案農場要如何建立品牌與商譽來贏得消費者的信任，產品定價及包裝設計要如何符合目標客層的需求，都攸關農產品找出產地直銷經營策略的重要因素。本研究彙集個案農場經驗、其他農場訪談及顧客端問卷調查結果，進行綜合研究分析，如何針對顧客期望認知最重要之關鍵因素，投入最適當的資源、創造最大之獲益。
本研究探討如何運用網路行銷策略，經營農產品產地直銷模式，未來隨著消費者對網路、物流、金流使用普遍性，逐步取代傳統銷售通路。對農產品傳統銷售通路變革，具有重要參考價值；可作為生產者籌建產地直銷通路時，市場評估、研究發展之參考依據；個案農場經營策略模式，提供現有農產業者擴展銷售通路依循之範例。

關鍵字

網路行銷 ； 農產品 ； 產地直銷 ； 行銷通路

並列摘要

After Taiwan joins WTO and actively participates in APEC, the agricultural product must be forced to face a larger competition. The market of agricultural products is opening, tariff is lowering, and the trade of farm products is liberalizing. The supplier has to modify the traditional sales channel to get used to the big change of agriculture environment.
The sales construction of traditional agricultural products is very complicated. The cost and handling charge is increasing because of middle distributors. The consumer purchases agricultural product with higher price, but the farmers gain not much. In order to reduce the handling charge of middle distributors, the farmers expect the government or specific farmer group to handle the distribution and to build up the sales channel to consumers directly.
This thesis is based on the traditional agriculture distribution of Taiwan to analysis the possible impact to the farmers in the future. To apply the concept of network distribution to study the way of delivery from supplier to consumer directly, to help the farmers to down their investment but increasing their income, also providing fastest service with good price to buyers.
To build up a good image to win the confidence of potential customers, to set a reasonable price and wonderful packing are important factors to handle the ordering process for an individual farmer. This thesis was conducted by using the method of case studies, interviews, and customer questionnaire to understand and analyze the inquiry. To input appropriate resource to create biggest benefit.
The thesis will analyze the strategy of internet distribution and the methods of delivery.
The traditional distribution channel will be replaced when the consumers get used to order agriculture products through internet, accept the way of shipping. Based on the research results, it can be found that the changing behaviors in distribution channels for farmers are significantly influenced. It can be a reference of habitat direct selling, marketing survey, researching and development. The policy of Individual farm can be the stipulation of the other farmers.

並列關鍵字

Marketing Channel ； Agricultural Product ； Network Sells ； Habitat Direct Selling

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