宜蘭縣三星地區農會消費者調查暨特色商品開發及量產研究

A Study on the Development and Mass-Production of the Featuring Products Based on the Consumers’ Survey Conducted by Sunshin Area Farmers’ Association at Yilan County

賴勤宜(Chin-Yi Lai)

指導教授 ： 曾裕琇

國立高雄餐旅大學/廚藝學院/餐飲創新研發碩士學位學程/碩士(2012年)

摘要

為使台灣能達成「一鄉鎮一特色」之目標，利用各地優質且深具特色之產品成為台灣國際行銷之利器，本研究以宜蘭縣三星地區農會為例，分析及調查農會之現況及遊客伴手禮購買行為，並以三星地區特色食材及文化開發特色伴手禮，作消費者品評測試及建置特色伴手禮之量產標準化作業流程。研究結果顯示：至三星地區農會之遊客為21-40歲之年輕族群、女性居多，月收入主要分佈在20,000- 60,000元。遊客至農會採購之伴手禮以三星蔥作為主打之商品接受度最高，平均消費額介於200-1000元為最多，遊客希望農會能提供之伴手禮以常溫食品為主，宅配商品購買意願高。本研究以農會地方特色食材：「三星蔥」、「玉蘭茶」及「泰雅小米」開發「妙筆生花牛軋糖」及「青山藏香特色主題伴手禮」，並建置其量產標準化作業流程，期以本研究之開發模組成為餐飲產業產品研發之參考範例。

關鍵字

消費者調查 ； 特色商品 ； 三星地區農會

並列摘要

In order to reach the objective of “One town one feature” in Taiwan, it is feasible to make use of the excellent locally-featured products, especially for marketing the image of Taiwan. This study aimed to analyze and investigate the status-quo and the consumers’ purchasing behavior at the Green Onion Culture Center in Sunshin area. Also, based on the featuring local food and local culture in Sunshin area, the locally-featured souvenirs were developed to evaluate the consumers’ acceptance by which a standard operation procedure of mass-producing the featuring souvenirs could be established. The result showed that most consumers at the Green Onion Cultures Center were females whose age span was between 21 and 40, with an monthly income average of N.T.20000~60000. Also, the most popular souvenir at the Green Onion Culture Center was Sunshin Green Onion. The average spending on this souvenir was N.T.200~1000. The consumers hoped that the farmers’ association could provide them with souvenirs of warm food, even if they were delivered through the house-delivery service. In this study, the locally-featured products Sunshin green onion, Yulan tea, and Taiya millet were utilized to develop two featuring products: Miao Bi Sheng Hua nougat and Qing Shan Cang Xiang theme souvenir. In addition, a standard operation procedure of mass-producing these two featuring products was established. It is hoped that the development module could be taken as a reference to the development of the featuring products in the food and beverage industry.

並列關鍵字

consumers’ survey ； featuring products ； Sunshin Area Farmers’ Association

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