中部農會農產品行銷策略之研究

本研究旨在探討歸納農會面對農產品轉型過程所發展之產品行銷經驗，及理解各地農會所面臨之產業環境與應變決策。本研究採取質性研究法，經由相關文獻分析歸納出訪談大綱，並對中部農會烏日農會、霧峰農會、大肚農會等總幹事或幹部進行訪談。就訪談結果進行研究分析發現結論如下: 一、中部農會銷售農產品之創意構思由總幹事主導，期望在面對市場變化時能藉由當地著名農產品的重新包裝（包括伴手禮）及多角化策略來取得競爭優勢。二、中部農會多以專責組織或人員擔任負責農產品銷售之組織，對外銷售則均未採取農會超市通路。三、中部農會產品行銷的創意可由農民、農會甚至委外進行，主要困難點在以往沒有類似經驗，所需要的變革包括建立品牌意識及汰換人力素質。四、中部農會與農民之農產品合作模式為農會提出各項行銷或新產品開發措施而農民配合辦理，遇到與農民利益衝突其協調機制仍為持續溝通找出合適模式。

關鍵字

農會；農產品行銷

並列摘要

ABSTRACT This study aimed to investigate the marketing experience of farmer’s associations to agricultural product transformation and the reactions to policies changes. The qualitative research method has been used in this research. The interview outlines were obtained through relevant literature review. The directors of Wu- and Tatu and Wufeng of Farmers Associations in central part of Taiwan were interviewed. Through the interviews, the results were found in the followings: 1. to meet the challenges of marketing change, the farmers associations used new packing and diversification of agricultural products which led and created by the General Director to gain competitive advantages. 2. dedicated persons or organization were responsible for selling agricultural products in the farmers associations but farmers’ supermarket channel were not taken, 3. the farmers associations in central Taiwan need to have new human resources who has experience in creative new ideas of marketing agricultural products. 4. the cooperation model between farmers and farmers associations in central Taiwan is that the ways and does proposed by farmers associations and the farmers just followed. The negotiations should be continued while facing interest conflicted.