回顧臺灣的過去農產品常因產銷失衡,導致農民經濟收入嚴重產生虧損現象, 政府時常扮演著提撥鉅額專款施予補助,嚴重影響我國農業政策技術創新發展。苦 瓜為臺灣傳統的蔬果作物之一,栽培容易、單位面積產量高,加上營養豐富、具養 生保健等諸多優點,隨著國民所得提高及國人養生概念的提升,苦瓜的市場已轉換 為以健康消費導向為主。然而苦瓜生產牽涉到生長設施環境,且生產者、政府和消 費者之間的關係錯綜複雜,本研究一方面需要掌握苦瓜產業的生產鏈和行銷鏈,讓 生產端和消費端可緊密的結合;另一方面,由於農產品加工亦是解決農業生產過剩 不可或缺的重要一環,更是創造附加價值的有利途徑,故本研究將以強化苦瓜產業 之加工發展作為研究動機,以確保生產者利潤和消費者福利。
本研究透過深度訪談,蒐集資訊與意見,並透過文獻收集、SWOT 以及五力分 析,進行苦瓜產銷供應鏈以及通路循環經濟鏈之分析。結果發現,臺灣苦瓜產業擁 有龐大的市場商機,可透過產銷供應鏈資訊系統之整合,利用大數據分析,找出可 能導致下一期苦瓜生產量降低及產銷失衡之原因,如此一來,才能促進臺灣苦瓜產 銷供應鏈穩定產業蓬勃發展,並拓展臺灣新農業契機。

Looking back at Taiwan''s agricultural products, due to the imbalance between supply and demand, farmers’ income is often unstable and farmers have high risk of losing money from farming. The government often spends a large amount of special funds to grant subsidies, which seriously affects the technological innovation and development of agricultural policies. Bitter gourd is an early fruit and vegetable crop in Taiwan. It has many advantages such as easy cultivation, high yield per unit area, nutrient-rich and providing multiple health benefits. In recent years, with the improvement of income and the concept of healthy lifestyle, the use of bitter gourd has been transformed. To focus on healthy concept, the production of bitter gourd involves facility cultivation, which affects the relationship among producers, government and consumers. This study aims to identify the major factors that influence the performance of the supply chain of the bitter gourd industry in Taiwan. The consumer side is an indispensable part of supply chain management. How to make the supply and demand well-balanced is a constant challenge and thus the most important business for their operation. Processing of agricultural products is also an indispensable part of solving the overproduction problem because it is a very favorable way to create added values. This study is motivated by strengthening the processing capacity of bitter gourd industry and ensuring a win-win for both producers and consumers.
This study not only conducts in-depth interviews to collect information and opinions, discusses integration of information system of Taiwan''s bitter gourd supply chain management, but also uses literature review, SWOT analysis, five-force analysis to examine the performance of bitter gourd supply chain. The results show that Taiwan''s bitter gourd industry has huge market opportunities if the integrated information systems and big data analysis can be adopted to identify the major causes of and solutions to reduce the supply and demand imbalance. From this study, Taiwan''s bitter gourd supply chain producers and managers can learn which strategy they should adopt to bring forth substantial advantage for the dynamic development of the industry and to explore Taiwan''s new agricultural opportunities.

口試委員會審定書 i
誌謝 ii
中文摘要 iii
ABSTRACT iv
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的與流程 3
第二章 臺灣苦瓜的產銷概況 5
第一節 臺灣苦瓜產業特性 5
第二節 苦瓜設施與無設施栽培差異 16
第三節 現今苦瓜生產規模 24
第四節 臺灣苦瓜產銷供應鏈潛力調查 26
第五節 苦瓜產季調節的問題與方針辦法 32
第四章 文獻整理與回顧 35
第一節 質性研究方法 35
第二節 發展策略文獻回顧 37
第三節 農產品加工品牌行銷策略文獻回顧 44
第五章 臺灣苦瓜產銷供應鏈之深度訪談分析 50
第一節 訪談大綱設計與訪談對象 50
第二節 訪談結果整理分析 56
第六章 苦瓜產銷供應鏈分析與發展策略規劃 61
第一節 臺灣苦瓜產銷供應鏈市場動態分析 61
第二節 臺灣苦瓜產銷供應鏈行銷策略 64
第三節 臺灣苦瓜產銷供應鏈競爭策略 69
第七章結論與建議 77
第一節 研究結論 77
第二節 研究建議 79
參考文獻 81
附錄一 本研究深度訪談對象一覽表 84
附錄二 本研究各自深度訪談結果整理分析 85

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