| 摘要： 番石榴為台灣重要經濟果樹之一，在2019年種植面積為7,581公頃，總生產量為179,037公噸，於所有經濟栽培果樹中，生產量位居第四位。目前番石榴產量逐漸增加與消費需求飽和情形，開拓番石榴新銷售通路更為迫切需要。因此，本研究經由問卷調查對生產者及農民團體進行生產現況與銷售通路輔導需求分析。再利用AHP層級分析法對出口關鍵因素進行重要排序。研究結果發現，在銷售通路輔導需求部分以「落實田間管理，維持良好果品品質」及「整合生產者共同建立品牌，以統一品牌進行內、外銷」排序最高。出口關鍵因素第一層及構面，以「行銷面」為發展出口外銷最重要之關鍵因素構面，其次為「生產面」、「政策面」、「物流面」。就整體細項準則中排序而言，以「良好田間管理技術」排序第一為最重要之影響因素，依序為「農產品外銷平台」、「建立國際品牌」、「辦理展銷活動」、「強化農產品分級」。建議相關單位業者可針對項目之重要順序加強改善，以提升番石榴果品國內發展及出口競爭力。Guava is one of the most important economic fruit trees in Taiwan. In 2019, the total planting area of guava trees was 7,581 hectares, generating a total production volume of 179,037 metric tons, which ranked fourth among all economic fruit trees cultivated. With the gradual increase in guava production and the saturation of consumer demand, there is currently increased urgency to develop new sales channels for the fruit. Therefore, a survey was conducted in this study to analyze the production status and demand for counseling among producers and farmer groups. Analytic Hierarchy Process was then utilized to sequence the key export factors. The results of the study found that, in terms of the demand for counseling along sales channels, field management for good fruit quality and integration of producers to establish a brand that is then unified for sales on the domestic and international markets rank the highest and are the priority factors taking precedence over other aspects of counseling. The marketing front is the first level and dimension of the key export factors as well as the most critical key factor in developing export sales, followed by the production front, policy front, and finally the distribution front. As regards the detailed ranking of the overall criteria, excellent field management techniques ranks first as the most important factor, followed by a produce export platform, establishing an international brand, conducting sales exhibition activities, and finally strengthening produce grading. It is suggested that relevant parties in the industry should strengthen and improve these items in order of priority to enhance the domestic development and export competitiveness of the guava fruit.Guava is one of the most important economic fruit trees in Taiwan. In 2019, the total planting area of guava trees was 7,581 hectares, generating a total production volume of 179,037 metric tons, which ranked fourth among all economic fruit trees cultivated. With the gradual increase in guava production and the saturation of consumer demand, there is currently increased urgency to develop new sales channels for the fruit. Therefore, a survey was conducted in this study to analyze the production status and demand for counseling among producers and farmer groups. Analytic Hierarchy Process was then utilized to sequence the key export factors. The results of the study found that, in terms of the demand for counseling along sales channels, field management for good fruit quality and integration of producers to establish a brand that is then unified for sales on the domestic and international markets rank the highest and are the priority factors taking precedence over other aspects of counseling. The marketing front is the first level and dimension of the key export factors as well as the most critical key factor in developing export sales, followed by the production front, policy front, and finally the distribution front. As regards the detailed ranking of the overall criteria, excellent field management techniques ranks first as the most important factor, followed by a produce export platform, establishing an international brand, conducting sales exhibition activities, and finally strengthening produce grading. It is suggested that relevant parties in the industry should strengthen and improve these items in order of priority to enhance the domestic development and export competitiveness of the guava fruit. |
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