台灣農產品的出口行銷──兼論政府的角色

The Export Promotion and Marketing of Agri-food Products: The Role of Government

本文利用出口統計資料與顯示性比較利益分析來回顧台灣過去二十年來在農產品出口方面之表現，並探討未來在國際行銷上所可能遭遇的挑戰以及政府所應扮演之角色。分析結果發現臺灣農產品出口之競爭力雖然比不上其他亞太國家，但仍可透過市場區隔、加強品牌、建立食品安全認證制度、與大貿易商、連鎖超市、食品加工廠、或跨國量販業者簽訂契約或合作等行銷策略來拓展海外市場。因此，政府必須儘速設立專責機構，提供必要之訓練及融資給具有出口潛力之農民，以降低我國農產品進入新市場之交易成本。 The purpose of this study is twofold. First, we examine the export performance and structural change of Taiwan's agri-food products using historical trade statistics and revealed comparative advantage indexes. Next, we explore the future challenges in export promotion faced by the farmers and government in the world market. Our major finding is that although Taiwan's agri-food products exports are not as competitive as the other Asian-Pacific countries, they can obtain greater opportunities by adopting market segregation, brand promotion, food safety certification, as well as contracting with the multinational agro-exporters, supermarkets, wholesalers, and food processors to meet future demand in the global market. The government needs to consolidate their efforts in providing small farmers with necessary training and financial assistance and to reduce transaction costs in finding new markets.

The purpose of this study is twofold. First, we examine the export performance and structural change of Taiwan's agri-food products using historical trade statistics and revealed comparative advantage indexes. Next, we explore the future challenges in export promotion faced by the farmers and government in the world market. Our major finding is that although Taiwan's agri-food products exports are not as competitive as the other Asian-Pacific countries, they can obtain greater opportunities by adopting market segregation, brand promotion, food safety certification, as well as contracting with the multinational agro-exporters, supermarkets, wholesalers, and food processors to meet future demand in the global market. The government needs to consolidate their efforts in providing small farmers with necessary training and financial assistance and to reduce transaction costs in finding new markets.