農村酒莊創新活動之競爭優勢與策略分析－－以霧峰農會酒莊為例

Competitive Advantages and Strategies Pertaining to A Rural Distillery’s Innovation Activities: A Case Study of Wu- Feng Farmers’Association Distillery

2002年臺灣加入世界貿易組織，農業經營面臨挑戰。面對全球化趨勢衝擊，農政單位積極推動農村釀酒產業。設置農村酒莊可增加農產品的加工層次，提升農產品之附加價值。霧峰的香米產業發展，始於2002年與農試所產學合作，隨著香米種植面積趨於穩定，為了調節香米產量與創造價值，霧峰農會開始思考，香米產業若要長期經營，須讓香米更有競爭力，於是在2005年成立霧峰農會酒莊，創新嘗試以台農71號益全香米為原料釀製清酒，在農委會酒莊評鑑中，於2012年起每年均被評等為「特優級」。故霧峰農會酒莊的成功經營可為臺灣農村酒莊發展的重要模式之一，然而其創新活動的競爭優勢與策略為何？實值進一步探討。基此，本研究之研究目的為探討霧峰農會設立酒莊的創新活動，並應用競爭優勢策略分析模式，以問卷調查方式，採立意取樣，選擇能為研究問題提供資訊之對象，含括酒莊職員、酒莊同業、酒莊顧客、酒莊主管等，分析酒莊創新活動可能產生的競爭優勢及評量酒莊的策略意圖與市場機會，藉以推導出酒莊未來創新活動的策略。研究結果發現，霧峰農會酒莊現有園區宜增加休閒旅遊設施，如提供清酒相關的餐飲服務，並配合大型活動推廣；未來酒莊宜設立第二廠區，運用掌握的原料優勢開發新產品，並拓展產品行銷通路。

After Taiwan joined to the World Trade Organization in 2002, it had to confront major agricultural development challenges. In Taiwan, the authorities encourage farmers’ associations to establish rural distilleries and add value to their agricultural products through processing. The development of the aromatic rice industry in Wu-feng District of Taichung City began in 2002 with the support of the Agricultural Research Institute. To increase the competitiveness of the aromatic rice industry, Wu-feng Farmers’ Association Distillery was established in 2005, and it innovatively used aromatic rice as a raw material for brewing sake. Since 2012, the products of Wu-feng Farmers’ Association Distillery have been consistently rated as premium-level products by the Council of Agriculture through its evaluation of rural wine villages. Therefore, the competitive advantages and strategies of Wu-feng Farmers’ Association Distillery warrant further exploration. To this end, this study explores the innovation activities and competitive strategies of Wufeng Farmers’ Association Distillery and proposes suggestions for distillery development on the basis of its empirical results. Research data were collected from the distillery’s employees, supervisors, and customers through a questionnaire survey. The results indicated that the distillery must increase meal services related to sake. This study proposes the establishment of a second factory to develop new products that incorporate the advantages of various raw materials and to extend the distillery’s marketing channels.