國內香蕉種植及銷售關鍵因素之研究-以旗山香蕉為例

香蕉是熱帶地區最重要的大宗商品，大多數香蕉種植以滿足當地市場需求或自我消費，只有小部分香蕉在世界市場上銷售。香蕉也是台灣水果外銷最重要的品項之一，台灣香蕉肉質更加Q彈，與熱帶國家香蕉形成區隔，也是台灣農產品輸日的主力產品，台灣香蕉曾在台灣早期經濟起飛時代為我國賺取大量外匯。台灣香蕉栽培面積屬小農制，近年又因面積減少，小蕉園更形分散，增加集貨上的困難，再加上農村勞力短缺、導致生產成本無法降低。本研於109年2月期間邀請瞭解香蕉產業種植及銷售之專家學者擔任受訪者，讓受訪者在訪談的過程當中，提出有助於本研究相關參考以及有效之論述方向，也成為本研究主要研究結果綜整之來源，作為後續香蕉產業種植及銷售關鍵因素主要參考依據。研究結果發現，台灣香蕉產業的發展可以有四個策略方向，分別為凸顯香蕉產業競爭優勢降低產銷成本、品質及產銷設施改進、建立健康種苗繁殖供應體系推出新興品種、拓展國外市場，再加上以產業企業化整合的方向為未來的發展主軸，將能有效提升香蕉產業的競爭狀況，但需要資金挹注以及受到政府和產業的共識。另外，香蕉產業在產銷人發財等五個面向，都能透過相關的精進策略，落實提升香蕉產業發展的目標。在生產方面應著重於契約管理，提升整體經濟價值；在行銷方面應著重於市場區隔以及提升專業行銷人員的公信力；在人才的方面應著重於養成不同領域的人才，並透過政府單位加以整合資源；在研發的方面應著重於推動企業化整合、創新品種的研發及病蟲害防治研究；在財務的方面應著重於強化扶持香蕉種植以及技術的相關政策，減少成本提高以及勞力不足所帶來的壓力。

關鍵字

香蕉種植；香蕉銷售；關鍵因素

並列摘要

Bananas are the most important bulk commodity in the tropics. Most bananas are grown to meet local market demand or self-consumption. Only a small portion of bananas are sold on the world market. Bananas are also one of the most important items for Taiwan ’s fruit export. Taiwan ’s bananas are more meat-quality and form a gap with bananas in tropical countries. They are also the main products of Taiwan ’s agricultural products. A lot of foreign exchange. The cultivation area of bananas in Taiwan belongs to a small farming system. In recent years, due to the reduction in area, the small banana gardens have become more scattered, increasing the difficulty of collecting goods. In addition, the shortage of labor in the countryside has caused the production cost to be reduced. In February 109, this research invited experts and scholars who understand the banana industry's cultivation and sales to be interviewees. During the interview, the interviewees proposed relevant references and effective discussion directions for this research. The main source of the comprehensive research results is used as the main reference basis for the subsequent key factors of banana industry cultivation and sales. The study found that there are four strategic directions for the development of the banana industry in Taiwan. They are to highlight the competitive advantages of the banana industry, reduce production and marketing costs, improve quality and production and marketing facilities, establish a healthy seedling breeding supply system, launch emerging varieties, expand foreign markets, and Taking the direction of industrial enterprise integration as the main axis of future development will effectively improve the competition status of the banana industry, but it requires capital injection and the consensus of the government and industry. In addition, the banana industry can implement the goal of improving the development of the banana industry through relevant advanced strategies in the five aspects of production and marketing, making money. In production, we should focus on contract management to enhance the overall economic value. In marketing, we should focus on market segmentation and enhance the credibility of professional marketing personnel. In terms of talents, it should focus on the cultivation of talents in different fields, and integrate resources through government units. In terms of R & D, we should focus on promoting enterprise integration, R & D of innovative varieties, and research on pest control. In terms of finance, we should focus on strengthening policies related to supporting banana cultivation and technology to reduce the pressure caused by increased costs and insufficient labor.