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題 名 | 芒果產業兩岸競爭與發展策略=Mango Market Competition Cross Strait and Strategies for Development |
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作 者 | 蕭清仁; 李瓊映; 黃聖茹; | 書刊名 | 農業與資源經濟 |
卷 期 | 2:1 2004.06[民93.06] |
頁 次 | 頁123-153 |
分類號 | 481.5 |
關鍵詞 | 芒果產業; 兩岸競爭; 大陸水果市場; Chinese fruit market; Competition cross strait; Mango subsector; |
語 文 | 中文(Chinese) |
中文摘要 | 大陸地區近年來因經濟發展、所得提高,消費高級農產品的能力已大幅提升。臺商早在十年前已在大陸發展高級水果,其品種與技術引自臺灣,成為臺灣水果之競爭對手。本研究主要目的為評估臺灣芒果在大陸市場之競爭力,並研擬臺灣芒果外銷大陸的策略。 短期而言,臺灣芒果在香港、上及北京等三個都會區尚經得起競爭;長期則受兩岸總體經濟發展的影響,若大陸地區工資及匯率大幅上升,臺灣工資亦適當下降,應可保持出口的能力。5月30日前大陸地區芒果可保持很高的價格,但此時大陸能提供芒果的產區僅有海南島南端的三亞地帶,其面積不大。臺灣芒果產區若能往南移亦即移到高雄縣以南,可提早產期而保有競爭潛力。廣大的大陸地區對芒果需求日漸增多,目前大陸地區平均每人每年芒果消費量只有0.4公斤,與臺灣9公斤相比,仍有很大的發展空間。 由於兩岸芒果品種生產技術相似,大陸地區亦可找到適合種植芒果的地方,兩岸芒果品質相差有限、市場分隔不易,擬以各種運銷策略推銷國產芒果,有其困難之處。採垂直統合經營,從生產到銷售統一管理並保持產品衛生,或可區隔市場,找到熱愛臺灣芒果的大陸地區忠實消費者。 |
英文摘要 | In recent years, the consumption of high-quality produce in China has been rising due to its economic growth and the increase of people’s the market of high-quality produce into China by introducing the breed and technology originated from Taiwan. thus, the purpose of the research is to assess the competitiveness of Taiwan-bred mangoes on the market in China and to formulate some strategies to export Taiwan-bred mangoes into China. In the short term, Taiwan-bred mangoes can remain competitive on the market of three metropolitan cities: Hong Kong, Shanghai, and Beijing. However, the long-term competitiveness will depend on the cross-strait economic development. The capability of export could still retain if there wee wage increases in China and large scale Chinese Yuan appreciation, along with moderate wage decreases on Taiwan and NT dollars depreciation. In addition, while China-bred mangoes can remain at a higher price prior to May 30th, there is limited farm, which is Sanya, the southern region of Hai-Nan Island, for China-bred mangoes during this period. Therefore, Taiwan-bred mangoes can remain competitive if earlier harvest could be achieved by shifting the farms to further south of Kaohsiung County. Finally, there is still much potential for mango consumption in China while there has been an increasing demand for the amount of mangoes in vast market of China, there is only 0.4 kilograms of yearly consumption on mangoes for person in China. Comparing with 9 kilograms in Taiwan on average, the China market still presents great expansion potentials. On the other hand, there could be some limitations on marketing strategies to export Taiwan-bred mangoes into China. First of all, Taiwan and China’s mango breeds and production technology remains similar. Secondly, farming conditions suitable for producing mangoes can also be found in China. Lastly, Taiwan-bred and China-bred mangoes vary little in quality, resulting in difficulties to create market segments between the two. As a result, only with vertical coordination, the unity of management, ranging form the production to marketing, and with the hygiene maintenance might we create the market segments and find loyal Taiwan-bred mango consumers in China. |
本系統中英文摘要資訊取自各篇刊載內容。