平溪原生種山藥產銷策略之研究

Abstract

本文係以平溪原生種山藥產業為研究範圍，實地對生產者作問卷調查及訪談，並針對生產者所提供之顧客及曾經參加農會所舉辦採山藥活動者進行消費者問卷調查，將所調查之資料彙整分析，再以SWOT分析法分析產業經營的優勢與劣勢，面對環境機會與威脅，據此研擬相關策略；及Porter（1980）提出產業競爭的五力分析，透過這五項分析以瞭解產業競爭強度與經濟價值。 平溪原生種山藥產業關鍵成功因素是生產者採行消費者導向的差異化生產策略」奏效。亦即生產者採取仿野生栽培法而生產出優異口感好吃的山藥，贏得消費者極高的滿意度，始終擁有一批忠誠的顧客，只要產期一到便會主動上門訂購，增強了生產者無比的信心而願意繼續生產。 所以「好吃」才是獲得消費者青睞的最重要因素，調查結果顯示消費者滿意度與忠誠度有顯著的正向關聯性，意即平溪原生種山藥不僅擁有消費者極高的滿意度，從而也贏得消費者的極高的忠誠度。 在滿意度方面：消費者對購買平溪原生種山藥食用後感覺很滿意及滿意高達97％，覺得是最好吃的品種高達95％，認為口感Q彈優於任何品種高達91％，高達93％之消費者非常喜歡平溪原生種山藥。 在忠誠度方面：高達91％之消費者有再購買平溪原生種山藥之意願，高達92％會向親戚朋友推薦。高達96％的消費者「支持改善」願意為生產者改善現行包裝而多負擔提升包裝技術之成本。 臺灣以小農為耕作型態，農戶平均耕作面積小不利於追求產量規模化經營模式，平溪原生種山藥能夠在眾多的品系當中獨樹一格，不僅價高而且供不應求，其成功的競爭優勢與利機可供其他發展地區性特色農產之借鏡。

This research aims to study native species of yam industry in Pingxi, give producers questionnaires and interviews, giving consumers who have participated in activities on harvesting yam provided by Farmer’s Associations. The results were analyzed by SWOT Analysis to get the pros and cons of yam industry, and then realized the competiveness and economic value of yam industry with Five Forces Analysis proposed by Porter (1980). The key successful factor in Pingxi’s native species of yam industry is that producers adopted differentiated consumer-oriented strategies. That is to say, producers adopted wild cultivation method to get delicious yam, which won consumers’ satisfaction. Accordingly, there is always a group of loyal consumers ordering yam when it is going to be released, which enhances producers’ confidence and willingness to grow yam. Therefore, “delicious” is the most important factor that attracted consumers’ attention. The results showed that there is a significant positive correlation between consumers’ satisfaction and loyalty, meaning Pingxi’s native species of yam not only yields consumers’ high satisfaction, also wins consumers’ loyalty. As for “satisfaction,” consumers felt satisfied after eating Pingxi’s native species of yam. The item “satisfaction” went up to 97%, the item “the most delicious” was up to 95%, the item “best texture of yam” was up to 91%, and up to 93 % of the consumers were very fond of Pingxi’s native species of yam. As to “loyalty,” up to 91% of the consumers were willing to purchase Pingxi’s native species of yam, up to 92% of the consumers would recommend it to their relatives and friends, and up to 96% of the consumers were willing to pay more to improve the current packaging and packaging technology. Taiwan’s farming pattern is based on smallholders, and the average farming area is not conducive to the pursuit of small-scale production business model. Pingxi’s native species of yam could be unique, sold at high prices and were in short supply; as a result, its successful advantages and opportunities could be models for featured agricultural products in other areas.