A Case Study of the Kumquat Industry Production and Marketing on Jiaoxi Farmers' Association

• Main Author: 李淑芬
• Other Authors: Dr. Yuan-Ho Lee
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/54819918712300499161

碩士 === 佛光大學 === 經濟學系 === 99 === Jiaoxi Farmers’ Association in Yilan promotes Kumquat as a new product. The Kumquat is an evergreen tree, producing edible golden-yellow colored fruit. The peel has a sweet flavor but has a sour inside the fruit. Because of its golden surface, it is the symbol of luck. It is not only contains lots of Vitamin, but also has a huge contribution to the Agricultural economy. Nowadays in Taiwan, We face a huge challenge that lots of smuggling kumquat from mainland China, it threatens the local Taiwanese agricultural products. This research will discuss how Jiaoxi Farmers’ Association set up the strategies to promote kumquat products. This research apply the value chain theory proposed by Porter in 1985 to analyze, and on the other hand also uses literature for qualitative analysis. Based on the SWOT analysis, there are 9 strategies for the Jiaoxi Farmers’ Association to promote Kumquat: 1. Diversification strategy; 2. Develop Nutritional characteristics of Kumquat to set up the high quality image; 3. Cross-industry alliance; 4. Use Farmers’ Association’s resources to broaden the channel; 5. provide specific intention to attract young man to return hometown for related farm operations activities; 6. To comply with government regulations to promote the good agricultural practice (GAP); 7. To strengthen the cooperation between industry and academia; 8. To strengthen on-the-job training in farmers’ association; 9. To link Jiaoxi local culture to promote Kumquat as a Cultural specialty.