Management of the Special Rice Production and Marketing Areas-Case of Wu-Feng Aromatic Rice

• Main Authors: Yi-Cong Ke, 柯義聰
• Other Authors: Mei-luan Cheng
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/vy2a9c

碩士 === 國立中興大學 === 農業企業經營管理碩士在職專班 === 105 === Rice is the core industry in Taiwan''s agricultural sector, and it is also the industry that inputs the most agricultural resources. Facing the global climate change and other environmental issues, WTO’s agriculture agreements, economic growth, changes in eating habits and domestic agricultural policy changes and other issues, Taiwan''s rice industry has encountered the important issues of how to promote agricultural transformation and sustain the use of agricultural land. Through the literature review and the SWOT model, this study analyzes the important strategies of successful agricultural transformation for "Wufeng Aromatic Rice". The strengths of "Wufeng Aromatic Rice" include having good irrigation water resource, establishing the multi-year agreement of contract farming, building brand value of "Wufeng Aromatic Rice", mastering food safety requirements, and developing the sightseeing cluster of agricultural tourism. The weaknesses include price competition and product differentiation among many brands of aromatic rice in the market. The threats include insufficient stability of the rice quality, the old- fashioned marketing channels, and the risk of pesticide residues. The opportunities include establishing the database of production and marketing traceability and combining the innovation of rice culture with local leisure tourism. It is suggested that the government may borrow from the relevant experience of Wufeng Aromatic Rice to assist the farmers'' association to continue to promote the special rice production and marketing areas.