台灣農產品的危機與拓展中國市場契機之探究

Exploring the Crisis of Taiwan Agricultural Products and the Opportunity to Expand the Chinese Market

隨著中國大陸經濟發展快速，人民所得及消費能力提高，加以兩岸直航、大幅縮短航程、水果品值提高，近年來台灣水果外銷大陸之數量快速增加。兩岸直航後，台灣水果新鮮直送，2-3天就能上架到平價的通路賣場；更重要的是，可以節省許多運費，然而兩岸通商卻也面臨許多環境及政治性等不確定的風險。本研究採取個案研究法及深度訪談法，研究對象主要為杰氏優菓團隊，其主要業務為水果出口至中國大陸，研究結果發現該公司採取包括增加研發能量來提升栽種水果之技術以提升品質、改變通關出貨等方法，可以化解及減緩兩岸通商的不確定因素。本研究結論可以增進台灣精緻農業的技術水準，改善本土農產品滯銷問題，讓台灣精緻水果獲得中國大陸甚至其他國家消費者的認可，並可作為其他精緻農產品出口大陸及其他國家的參考。

With the rapid development of China's mainland economy, the people's income and spending power to improve, to cross-strait direct flights, significantly shorten the voyage, fruit value increased in recent years, the rapid growth of Taiwan's fruit exports to the mainland. After the two sides of direct flights, Taiwan fruit fresh and direct delivery, 2-3 days will be able to shelves to the parity of the store; more importantly, you can save a lot of freight, but the cross-strait trade is facing many political uncertain risks. In this study, the case study and the depth of the interview were conducted. The research object was mainly Jinzihong Trading Co., Ltd., which was mainly responsible for the export of agricultural products to mainland China. The study found that the company adopted the technology to enhance the research and development to enhance the quality of fruit Shipments. The other methods, can resolve and mitigate political uncertainties. The conclusion of this study can promote Taiwan's exquisite agriculture, improve the problem of poor sales of local agriculture, so that Taiwan's exquisite fruit to the mainland people and even other countries, consumer recognition, and can be used as a reference for other agricultural exports to the mainland.