| Summary: | 碩士 === 國立宜蘭大學 === 人文及管理學院高階經營管理碩士在職專班 === 104 === In the 21st century, with knowledge economy in command, product development and technological innovation will be the important key factors that affect agricultural growth. In response to the impact of economic freedom (vegetables) and food safety caused by food exporting countries have diversified operations to enhance the safety of consumers and edible vegetable cabbage upgrade the status of competition in the industry in the global trade liberalization, the COA also in 2007 Taiwan in full swing to follow good agricultural practices to promote Agri-Food Sales and Marketing Traceability System
The purpose of this study is to research the tea and cabbage farmers at Da-ton town in Yilan County for their operation status, economic values, knowledge of traceability system, and willingness to participate.Use Qualitative Unstructured Grounded Theory as the research tool, this study has conducted interviews on 9 cabbage farmers from three age groups (matured, middle, and youth) in three elevations (high, middle, and low.)
This research has discovered the cabbage harvest in recent years is not as ideal as in prior years due to the followings: the impact of global warming, the high investment in production, the competition from peers and other imports. Therefore, in the future producer’s advertising and marketing needs to be strengthened. The delivery of it must be channeled through Agricultural Policy Promotion Systems, such as Yilan Town Datong County Farmers Association, Hialien Agricultural Improvement Plant Lanyang Desivion and other entities. Cabbage production knowledge and skill learning are the responsibility of the Marketing and Sales Group at Samsung County along with Farmers Association, pesticide stores, etcThe main motivation of the producer participants focuses on guaranteed profits along with increased added values. In sales of advertising and marketing traceability, it relies urgently on the Government, Farmers Association, and the Marketing and Sales Group, that could provide sales and marketing platform or their own online store platform in order to develop more accesses to their customers. In addition, they would like the governing body of the agriculture policies to classify the educational placement in conducting the training courses. In production and marketing taceability study: the main reasons that the interviewees chose not to participate cabbage production and marketing traceability authentication are marketing channel limits, not enough economic incentive, difficulty in record execution, the subsidies for verification charges vary, and other complex problems (such as pesticide control, pollution from neighboring farms, electronic information operation, etc.)Sales and marketing traceability is an inevitable trend.Samsung Green onion farmers at Datung County are willing to participate after witnessing the added values from the green onion growers’ implementation of the traceability at Samsung County. They shared their results with the consumers. It is hopeful that the governing body of the agricultural policies could provide framers with consultation and technical support. I believe that the verification of sales and marketing traceability will be just around the corner.
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