農民團體對行銷諮詢願付價值之研究──以品牌水果為例

A Study on the Willingness to Pay of Farmers' Organizations for Marketing Consultation - A Case of Brand Fruits

為因應加入WTO對水果產業所造成的衝擊，農政單位積極輔導農民團體辦理水果品牌認證。然目前國產品牌水果的銷售比率依然不高，農民團體相對較缺乏行銷人才，對於品牌水果的行銷可透過相關諮詢以拓展市場。農民團體經由行銷諮詢所產生的潛在效益因無法量化，故可利用條件評估法求算。本研究以具有品牌水果之農民團體為研究對象，估算農民團體對於現有行銷諮詢單位與未來品牌水果行銷諮詢專責單位之願付價值。結果發現農民團體對品牌水果行銷諮詢專賣單位之願付價值相當高，例如品牌水果行銷諮詢專責單位幫助品牌水果銷售額增加一倍時，農民團體每年願付價值，將為現有行銷諮詢單位願付價值的四倍，達29991元。

To overcome the impacts of joining WTO on the fruit industries, the agricultural authority actively assists farmers' organizations to certify brands for fruits. However, the sale ratio of brand fruits to whole market is still not high up to now. Because farmers' organizations are lack of specialist for marketing, they could rely on the marketing consultation to expand the market of brand fruits. Since the potential benefit of marketing consultations provided for farmers' organizations can not be quantification, it could be evaluated by the contingent valuation method. The investigation target of this study is the farmers' organizations, those have owned fruit' brands. The result finds that the willingness to pay of farmers' organizations for marketing consultation is very high. For example, suppose the sales would increase I 00% by the assistance of specialized marketing consultation institution, the willingness to pay for which would be more four times than that for present related institution. It is equivalent to NT$ 29991.