臺灣水果銷往歐洲市場之分析

Abstract

本研究主要目的是分析歐洲水果消費趨勢和進口新鮮水果和加工品通路架構，並規劃臺灣荔枝與芒果銷售和產品的形式。歐洲消費者需要新鮮營養、安全健康和方便食用的甜點，尤其是新鮮的熱帶水果做成的甜點，很吸引消費者的喜愛。2016年的歐洲總人口數為5.1億和33,050美元人均生產毛額（Gross Domestic Product per captia），這代表歐洲消費者的高購買力。 臺灣水果出口歐洲市場，應往高附加價值以及高品質這兩個面向精進。符合歐盟食品安全標準，可提高產品在消費者心中的價值和品牌形象，且和現有市場中的競爭者做到產品區隔和差異化。荷蘭是歐洲供應鏈中心，在地理位置上鄰近德國、法國和英國的歐洲主要市場，是臺灣水果進入歐洲市場的最好的進入國家，同時荷蘭的供應鏈可以立即延伸到德國、法國和比利時的客戶。 當臺灣水果知名度不高時，除了掌握穩定的產品供貨和品質之外，在進入歐洲市場的初期，應選擇會專注推廣臺灣水果特色給目標客群的銷售通路和合作夥伴，是成功關鍵因素之一。 本研究以臺灣荔枝和芒果為例，提出銷往歐洲市場的建議。新鮮荔枝以及不同品種的新鮮臺灣芒果可以在產期內以空運方式運送到歐洲市場，將多樣美味且好口感提供給高收入的消費者；在非產期時，則以冷凍水果、果泥、果醬和水果果乾來持續提供給客戶。運用臺灣荔枝和芒果多樣風味、高品質和安全的特色與競爭者作區隔，將水果加工品和新鮮水果來提供給飲食服務（food service）業者和糕餅烘焙業者，成為提供給中高收入消費者的特色食材，來提高臺灣水果收益和獲利。

The objective of this study is to propose a sales and product strategy to sell processed and fresh Taiwan lychees and mangoes to European market to increase the total Taiwan lychee and mango revenue and profit. Start from analyzing the European consumer demand for processed fruits and fresh fruits, and then study the related import channels, distribution channels and sales channels. European consumers are looking for fresh, nutritious, healthy and convenient food, especially for those made from fresh tropical fruits. The total European population was 510 million with average 33,050 US dollars of Gross Domestic Product per capita in 2016. These represent the high purchasing power of European consumers. By offering high quality and value-added products, it is must to meet the European Unit fruit and food requirement. To target middle high end consumers and sell through the selected food service channels and confectionery and bakery channels for B2B (business to business) market. Make Taiwan processed or fresh lychees and mangos become ingredients or part of their products to offer to their customers and increase their customer satisfaction. Netherlands is the suggested country to focus and first to entry European market. Netherland is the logistic center in Europe and next to Germany, France and United Kingdom which are major markets in Europe. After the distribution channel had been set up in Netherlands, it can be immediately enabled to fulfill the customers in these three countries. The brand awareness of Taiwan lychees and mangos are still limited in Europe. Seeking for the right channel partners who can focus and promote Taiwan fruits is critical to success in European Market.