台灣丹參產業情勢分析

Abstract

本研究透過訪談相關產業界人士，蒐集各方資訊與意見，探討台灣發展丹參（Radix Salvia miltiorrhiza）產業之可行性。除此之外，並進行消費者對於單身認知以及購買意願調查，以便進行SWOT分析。根據分析結果，台灣丹參鮮品與進口丹參乾品之具有差異性與產業經濟價值優勢，只要強化宣傳丹參優質功能，並且結合異業行銷，將可以創造產品附加價值，而帶動產業發展。因此，推動丹參生產是符合現今政府推動農地活化政策，能為臺灣農業帶來新契機。

This research collect many information and opinion of the possibility of the development of Radix Sylvia miltiorrhiza through interviewing relating industry personnel.Besides,we undergoing the research of cognition and purchase intention of consumer for SWOT analysis.According to the result, there is more diversity and economic value of industry in Taiwanese Radio Sylvia miltiorrhiza than foreign one. As long as we reinforce the dissemination of excellent quality of Taiwanese Radix Sylvia miltiorrhiza and combine with cross-indolustry, we'll create additional value of products as well as spur development of industry. As a result, promoting the manufacture of Radix Salvia miltiorrhiza is in line with the policy that the government used to promote activation of agricultural land and can bring about new opportunities to Taiwanese agriculture.