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題名 | 主要果品運銷通路與成本調查及消費者行為分析=Survey and Analysis of Marketing Channel and Cost and Consumer Behavior for Major Fruits |
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作者 | 鄭秋桂; 陳淑恩; 林永順; | 書刊名 | 臺灣土地金融季刊 |
卷期 | 42:3=165 民94.09 |
頁次 | 頁123-141 |
分類號 | 431.25 |
關鍵詞 | 運銷通路; 運銷成本; 運銷價差; 運銷效率; 消費者行為; 競爭優勢; Marketing channel; Marketing costs; Marketing margins; Marketing efficiency; Consumer behavior; Competitive advantage; |
語文 | 中文(Chinese) |
中文摘要 | 本研究針對香蕉、芒果、椰子、梨、木瓜、番石榴、進口葡萄、進口椰子等八種果品,調查分析其運銷通路、運銷成本、運銷價差及運銷商訂價行為和消費者行為,並分析這八種果品之運銷效率與競爭優勢,以為改進農產品運銷制度和提昇農產競爭力之參據。 八種果品主要的運銷通路,香蕉是農民團體出口通路;芒果是零批商通路;椰子是販運商(含零批商)通路;梨是零批商通路;木瓜是零批商通路;番石榴是共同運銷通路;進口葡萄是批發商通路;進口椰子是批發商通路。 在每百公斤的運銷價差中,以世紀梨最高。運銷價差占零售價格的比較中,以金煌芒果最高。農民所得占消費者元之比率最高者是香蕉。在運銷成本結構中,除了香蕉在主要通路中以材料費用最高外,其餘皆以毛利潤比率最高。而且,透過農民團體的共同團體的共同運銷通路之運銷價差小,是比較有效率之運銷通路。 消費者較常替代消費的國產水果種類為瓜類、木瓜、芒果、梨、鳳梨、香蕉,而替代的進口水果種類為桃李、蘋果、葡萄、櫻桃、奇異果及梨。對國產水果的消費金額在加入世界貿易組織前後減少了4.6%。在價格考量下,消費者對國產水果仍有一定程度的偏好,但在商店促銷下,國產水果會被進口水果取代。 |
英文摘要 | Through surveying the marketing channels, marketing costs, marketing margins, pricing behavior, and consumer behavior of eight major fruits, the purpose of this study is analyze the making efficiency and competitive advantage for improving marketing system and competitiveness of Taiwanese fruits. The eight major fruits include banana, mango, coconut, pear, papaya, guava, imported grape, and imported coconut. The major marketing channels for banana is farmers’ organization exports, for mango, pear, and papaya are jobber channel, for coconut shipper channel, for guava cooperation marketing, and for imported grape and imported coconut wholesaler channel. Among eight major fruits, pear has the highest marketing margins; banana has the highest of farmer’s share of the consumer’s food dollar. In general, the profit is the most important component in marketing bills. Compared to other channels, cooperation marketing ahs the lowest marketing margins and is the most efficient marketing channel. Melon, papaya, mongo, pear, pineapple, banana, imported plum and peach, imported apple, imported grape, imported cherry, imported kiwi, and imported pear are preferred substitutes for other fruits. Consumers will pay 4.6% less expenses on domestically produced fruits after Taiwan being as a member of World Trade Organization. Even though consumers still prefer Taiwanese fruits, Taiwanese fruits will be substituted by foreign fruits after promotions on foreign fruits. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。