後疫情時代台灣柑橘加工品通路與行銷媒體分析 -以 T 品牌 台灣香檬原汁為例

Abstract

本研究旨在探討 COVID-19 疫情期間與疫情後，針對本土種植香檬加工後的T 品牌香檬原汁加工品，於疫情期間到疫情後投放的媒體行銷金額與所投放媒體，針對台灣實體店通路與網路通路跟出口代理商之間銷售數量與金額的影響程度，找出所投放媒體與銷售與確診人數之間的關係，期能針對未來媒體投放金額與媒體選擇能更精準，在農企業有限的行銷費用中，媒體推廣效益得以提升，貢獻於合適的通路產生銷售的轉化。 利用敘述統計與迴歸分析，分析相關數據，找出相關性與代表性，並以此做為現況分析與未來媒體投放與通路經營規畫依據。 台灣香檬 ( 學名:扁實檸檬，Cirtus depressa ) 台灣農政單位推廣種植至今約20年時間，整體種植面積雖然不大，但是其所含植化素非常豐富，鄰國日本不只運用於一般食品飲料，更有許多醫學研究報告針對慢性病三高控制，阿茲海默症預防均有許多超越一般食品的醫學研究，其經濟價值非常高昂，台灣近年也逐漸趕上，相信未來其經濟價值除了農業與食品領域更提升到生物科技與植物新藥的高價值運用，也期藉此研究結果，讓農企業品牌方能更有效推廣讓民眾更了解台灣香檬的食用優勢與飲食健康連結，擴大產業規模，提升農民收益與發展未來生物科技與大健康康市場，打下基礎。

This study aims to explore the impact of media marketing expenditures and the choice of media channels during and after the COVID-19 pandemic, specifically for the T brand processed lemon juice made from locally grown lemons. It analyzes the relationship between media investments and sales volumes and amounts across different distribution channels in Taiwan, including physical retail, online platforms, and export agents, as well as the correlation with confirmed COVID-19 case numbers. The goal is to refine media spending and selection strategies to enhance promotional effectiveness within the limited marketing budgets of agricultural enterprises, contributing to sales conversions through appropriate channels. Using descriptive statistics and regression analysis, the study identifies correlations and representativeness to inform current situation assessments and future planning for media investments and channel management. Taiwan lemon (Scientific name: Citrus depressa), promoted by Taiwanese agricultural authorities for about 20 years, has a small but phytochemically rich cultivation area. Neighboring Japan not only uses it in regular food and beverages but also in extensive medical research on chronic disease control, including hypertension, hyperlipidemia, diabetes, and Alzheimer's disease prevention, highlighting its significant economic value. Recently, Taiwan has been catching up, and it is believed that the future economic value of Taiwan lemon will extend beyond agriculture and food to high-value applications in biotechnology and novel plant-based medicines. This study's findings aim to enable agricultural enterprises to more effectively promote and educate the public about the dietary benefits and health connections of Taiwan lemon, thus expanding industry scale, enhancing farmer income, and laying a foundation for future developments in biotechnology and the broader health market.