Yam Production and Marketing Analysis－A Case Study of Ruifang Farmer's Association

• Main Authors: Shih-Hong, Lin, 林仕弘
• Other Authors: Shei,Shun Yi
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/90314460593736517206

碩士 === 佛光大學 === 經濟學系 === 101 === New Taipei City Ruifang Farmer’s Association over the years to promote rice, bamboo shoots, watermelon, vegetables, flowers, grapefruit and yam crop, especially 「Keelung yam」more focus on the development of crops. Yam (Dioscorea spp.), Commonly known as yam, Dioscorea column potato, yam and other aliases, case the Dioscoreaceae (Dioscoreaceae) yam (Dioscorea) Perennial Vine herbs, edible, medicinal, health, use of parts of its tubers. The yam is rich in protein and starch, and contains digestive enzymes help the digestive capacity of the human body. Since ancient times, the tubers of yam for medicinal purposes, "Shen Nong's Herbal Classic", as a top grade herbs, can Spleen stomach Yifeizhike and attending pool Epsom, strong bones and muscles, in addition the plug hot evil, air Jiufu Ercongmuming, the treatment of diabetes, high blood pressure and other effects, beneficial to human health. Annual production capacity of 40.5 metric tons, for Taiwan local agro economy has made significant contributions. The yam appearance shape into elongated and round, a variety of colors (brown, yellow brown, purple, white), the origin is in the Yellow River Basin Mainland China, the below altitude mountain and flat ground, the current distribution of the entire island of Taiwan, Keelung yam "appearanceshaped potato length 90 to 120 cm, endoplasmic delicate rich sticky food taste good. Juifang region directly affect the face of the mainland or other countries imported processed products, agricultural produce storage. Industry based on the study will explore the Ruifang area the Agricultural Extension yam products necessary professional ability to set policy and effective help. And Porter (1985) value chain perspective, to explore the Ruifang District Farmers' Association yam production and marketing strategies, and qualitative research through literature analysis. According to the SWOT analysis, there are nine strategies as the the Ruifang region to extension the yam products for feference: 1, Diversification, muttiple marketing business strategy: to actively explore the international market, reposition the yam industry to explore the possibility of cooperation with various industrial, health, safety products and services; 2, Promoting yam characteristics to establish an excellent quality:the founctions of yam food, pharmaceutical, health care, endowwith the effect, beneficial healthy, active propaganda, highlighting the excellent brand characteristics, deep consumer affirmed; 3, Farmers resources sufficient to broaden marketing channels: Farmers estimated cost of publicity yam and another in the name of a higher degree of product each other as a combination, certainly better motivate distributors to develop new products; 4, Concessions to improve, encourage youngmen to engage in agriculture: to avoid the increase of farmers' old age gap in crisis, their teenage children, encourage overseas development work in agriculture, but Ruifang Farmer’s Association have specific preferential system measures. Ruifang Farmer’s Association promote personnel necessary with new talents to the yam promotion abroad; 5, Yam products, fusion Ruifang local culture: Ruifang the food street and neighboring Chiufen, Chinkuashih the famous tourist Shueinandong, In addition to, attract more domestic and foreign tourists to drive the yam industry better image; 6, Agricultural extension staff, strengthen job training: to develop of a knowledge-based economy in agriculture, agricultural extension workers need to learn information aspects need to pay attention, innovation, distribution and application of agricultural knowledge ubiquitous, so agriculture to enhance the development and competitiveness is power. Farmers mutual trust with the farmers, the agricultural communication platform will be most directly with the farmers. Farmers have agricultural extension workers, so it is necessary for the farm lifelong learning-teaching staff, lifelong learning is one of the important work of the extension workers; 7, Promoting industry-university cooperation, training of industry personnel: to promote the cooperation between academia and industry, Ruifang Farmer’s Association related departments will provide student internships, academic professors become a professional adviser on the field offarmers agricultural knowledge to; 8, Combining different industries each other to create a win-win situation: Combiningthe modern technology, and the skill specialization, Ruifang Farmer’s Association agriculture newly developed series of products, actively working with the tourism industry, biotechnology, private marketing company. Extension workers so as to enhance the marketing of professional competence; 9, Following legal system compliance, the implementation curriculum vitae certification:It will cooperate with government authorities to actively promote agricultural safety and vegetables traceability certification system to protect consumers' food security of domestic agricultural products.