農產蔬菜行銷策略實證分析之研究-以水蓮為例

Abstract

本研究旨在探討水蓮蔬菜行銷策略，並分析不同銷售通路對其總銷售金額、銷售量及銷售單價的影響。通過利用馬可維茨的投資組合理論和迴歸分析兩種方法，對水蓮在市場盤商、超市通路商和台北農產拍賣市場三種銷售通路的表現進行了深入研究。 研究發現，超市通路在總銷售金額、銷售量和銷售單價方面均具有顯著優勢，尤其是在每年3月至9月的需求高峰期，超市通路的獲利能力更為突出。在其他月份，三個銷售通路的獲利能力則較為接近，沒有明顯差異。這表明，超市通路的高單價和高銷量是其在總銷售金額上佔優的主要原因。 進一步的迴歸分析結果顯示，不同銷售通路對總銷售金額和銷售量的影響顯著，其中超市通路的總銷售金額和銷售量均顯著高於中盤商和北農通路，而北農通路的銷售量則顯著低於中盤商。這些結果強調了銷售量在決定總銷售金額中的重要性，而非銷售單價的波動。此外，天氣因素對於總成交金額和銷售量的影響相對有限，但在銷售單價方面具有一定影響。 本研究通過結合非參數方法和參數方法，提供了一個全面的分析框架來理解不同銷售通路對水蓮市場的影響。研究結果顯示，銷售通路在決定總銷售金額和銷售量方面具有重要作用，而時間因素在銷售單價的波動中佔有重要地位。這些發現對於制定農產品銷售策略具有重要參考價值，尤其是在考慮季節性和市場動態時，可以幫助生產者和銷售者更精確地捕捉市場機會，應對市場挑戰。 未來的研究應進一步探討天氣因素與銷售單價的關聯，並考慮其他可能影響價格和銷售量的市場因素，以提供更全面的市場分析和策略建議。這些結論不僅有助於提升水蓮的市場競爭力，也為相關從業者和政策制定者提供了實證數據和理論支持，推動水蓮產業的可持續發展。

This study aims to explore the marketing strategies of water lotus and analyze the impact of different sales channels on its total sales revenue, sales volume, and sales unit price. By utilizing both Markowitz's portfolio theory and regression analysis, we conducted an in-depth study on the performance of water lotus in three sales channels: wholesale market dealers, supermarket channels, and the Taipei Agricultural Products Marketing Corporation (TAPMC). The findings reveal that the supermarket channel exhibits significant advantages in total sales revenue, sales volume, and sales unit price, particularly during the peak demand period from March to September each year, where the supermarket channel demonstrates higher profitability. In other months, the profitability of the three sales channels is relatively close, showing no significant differences. This indicates that the high unit price and high sales volume of the supermarket channel are the main reasons for its leading position in total sales revenue. Further regression analysis results show that different sales channels significantly impact total sales revenue and sales volume. The total sales revenue and sales volume of the supermarket channel are significantly higher than those of the wholesale market dealers and TAPMC, while the sales volume of TAPMC is significantly lower than that of the wholesale market dealers. These results underscore the importance of sales volume in determining total sales revenue rather than the fluctuation of sales unit price. Additionally, weather factors have a limited impact on total sales revenue and sales volume but do have some influence on the sales unit price. This study provides a comprehensive analytical framework by combining non-parametric methods and parametric methods to understand the impact of different sales channels on the water lotus market. The results indicate that sales channels play a crucial role in determining total sales revenue and sales volume, while time factors are significant in the fluctuation of sales unit prices. These findings are valuable for formulating marketing strategies for agricultural products, especially when considering seasonality and market dynamics, helping producers and sellers to accurately capture market opportunities and respond to market challenges. Future research should further investigate the relationship between weather factors and sales unit prices and consider other market factors that may affect prices and sales volume to provide a more comprehensive market analysis and strategic recommendations. These conclusions not only help enhance the market competitiveness of water lotus but also provide empirical data and theoretical support for practitioners and policymakers, promoting the sustainable development of the water lotus industry.