Creation of a Brand in the Small Farmers’ Organization in Taiwan: the Case Study of “LIOUYING MILK”

• Main Authors: Tsung-Jing, Chiu, 邱琮淨
• Other Authors: Nae-Wen, Kuo
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/ty932z

碩士 === 國立臺灣師範大學 === 地理學系 === 101 === Most of the dairy farms in Taiwan are in the small scale, and the dairy industry is often controlled by the food process company. Hence, the income of dairy farmer is not good and an increasing numbers of farmers give up dairy farming. Until the Melamine Food Safty Incident in 2008, people increased demand for fresh milk instead of milk powder. Based on such development opportunity, a new fresh milk brand,“LIOUYING MILK”was created by a small farmers’ organization in Tainan. This thesis aimed to understand the whole process of production and marketing of Taiwan dairy industry and find the key factors affecting a new agricultural brand creation. The core theory applied in this study is the agro-food chain theory, and various kinds of field data are collected through in-depth interview. Finally, the following results were found: (1). The dairy farming and industry development in Taiwan is affected by government policy seriously. (2). Dairy farmers, milk processors, and product distributors are the three main kinds of stakeholders in the dairy supply chain. (3). When a new brand creation from a small farmers’ organization, many kinds of challenges will appear such as distribution channel. (4) Small farmers create a new brand can increase income and reduce the constraints and control from the food process company.