公平貿易現煮咖啡在台灣之推廣策略

Abstract

回顧過去數十年歷史，全球化為世界帶來了新的樣貌，打破各國地理上的疆界，使得國際間的連結更為緊密，也促成了經濟上的可觀成長，然而在全球化的美好背後，卻也同時充滿著許多弱勢生產者與生態環境所必須付出的鉅額代價。而公平貿易即是在這樣的時空背景下，因應著消費者的反思而開始發展的，其核心概念是「建立購買者與生產者間的長期夥伴關係」，希望透過更公平的貿易制度，讓貧困的生產者能不依靠援助、自食其力地改善自身的生活。 相較於公平貿易在歐美等國家已有數十年之發展，台灣則遲至2006年始有第一家專門販售公平貿易產品的店家－地球樹，相關的學術研究亦多於近十年才展開，因此除了市場端消費者對於公平貿易認識的不足外，學術上的探究也相較於歐美國家少，且多數研究著重於探討公平貿易的制度與消費者購買意願之調查，尚未有涵蓋通路與定價之公平貿易推廣策略研究，因此研究者希望透過本研究來深入了解台灣推廣公平貿易咖啡的困難，並針對通路與定價提出具體的推廣策略。 根據本研究之結果，研究者提出兩項針對公平貿易咖啡在台灣的有效推廣方式，其一為積極拓展銷售通路、其二為加強公平貿易教育之廣度而非深度；除此之外，針對「便利商店」販售公平貿易現煮咖啡時，研究者建議應將咖啡豆全面替換成公平貿易咖啡豆，並且將咖啡售價在有限的範圍內調高；而針對「外帶咖啡專門店 」販售公平貿易現煮咖啡時，則應以新產品形式推出，並且將咖啡售價調高，鎖定願意為公平貿易咖啡付出較高差價的消費者。

Globalization has brought us a whole new world since the past decades and it has resulted in significant economic growth. However, the prosperity of globalization might be at the cost of poor producers and the environment. Farmers and workers at the beginning of the chain don’t always get a fair share of the benefits of trade. Therefore, fair trade aims to enable consumers to put this right, and to build a long-term partnership between producers and consumers to provide the opportunities for the producers to improve their lives. Though sales of fair trade products has soared globally, the first store selling fair trade products in Taiwan wasn’t opened until 2006. Moreover, besides the fact that most Taiwanese consumers are not familiar with fair trade, academic research on fair trade related topics are also far less than many other countries. Therefore, the objective of this study is to understand the difficulties of promoting fair trade coffee in Taiwan and to provide promotion strategy based on the qualitative and quantitative research results. According to the result of the study, the researcher proposes two general promotion strategies, which are expanding the sales channel to increase the availability of fair trade coffee in Taiwan, and focusing on breadth rather than depth while educating consumers about fair trade. Furthermore, for selling fair trade coffee in “Convenience Store”, it is suggested to replace all the coffee bean with fair trade coffee bean and raise the price at around 5 NTD; for selling fair trade coffee in “Take-out Coffee Shop”, it is suggested that fair trade coffee can be launched as a whole new product and raise the price at around 10 NTD to target on the consumers who is willing to pay more for fair trade coffee.