從產銷關係探討宜蘭地區金棗產業的經營變遷

Abstract

隨著全球化時代的來臨，跨區生產、銷售的情形日益顯著，農業地理的研究也由環境決定轉為彈性生產，重視的是社會關係或產銷關係，為了將全球複雜的跨區生產銷售的經濟行為，進行系統性的瞭解，Gereffi於1994年提出全球商品鏈的概念，企圖觀察各產業在全球網絡中的發展情形，但是目前全球商品鏈的研究大多集中在製造業或已運銷全球的商品，本研究希望透過全球商品鏈的架構，觀察臺灣地區的地方產業，藉由探討地方產業產銷關係來思考臺灣在地農業升級的可能性。 本論文以「全球商品鏈（global commodity chains，GCC）」的觀點為主要的概念出發，選擇「宜蘭地區的金棗產業」作為地方產業的代表，探討金棗生產的空間分布、經營管理、產銷關係，觀察其在全球市場開放的影響下，金棗產業的經營管理變遷。研究結果發現，金棗產業的商品鏈結構為「購買者驅動（buyer-driven）」，主要的驅動者為「加工製造業者」，其正處於「製造生產」與「品牌行銷」的中間，沒有放棄製造生產，也積極開發新的銷售管道，可以看出地方產業有右偏的微笑曲線傾向。 而驅動者也利用市場控制（價格），迫使果農在農地的經營管理上產生粗放化與雜異化的因應方式；在鮮食金棗的市場中，積極開發新的銷售管道與不同的經營形式，但加工業者也漸漸的改變治理的關係，其藉由「地方感」的行銷策略，與果農合作，希望將部分剩餘價值回饋到地方中，維持產銷鏈的平衡。 在全球化影響日益顯著的過程中，地方產業受到「區域」的影響更為深化，透過加深「地方感」的行銷方式，使得地方產業的「在地化」更為明顯。地方產業利用「地方」強化「品牌」，行銷國內市場，未來是否可以再藉由「品牌」推進國際市場，則有待更進一步研究。With globalization, inter-regional productive and marketing behavior becomes even more evident than ever; the research of agricultural geography, which emphasizes social and marketing connections, is centered on “flexible production” instead of “environmental elements.” In order to systematically clarify the complex inter-regional marketing economy all over the world, Gereffi, in 1994, broached the concept of Global Commodity Chain（GCC）and intended to observe the developments of all industries involved in the global network. However, the studies of GCC are mostly focused on either production industries or the commodities marketed globally. Based on the structure of GCC, this thesis intends to observe the local industries in Taiwan and to assess the possibility of improving local agriculture by means of discussing productive and marketing connections among local industries. From the perspective of Global Commodity Chain（GCC）, this thesis cites “Yi-lan kumquat industry” as the principal sample among local industries, intending to discuss and observe the subject’s distribution, management, productive and marketing connections, and kumquat industry’s management transition with the liberalization of global market. The study indicates that the structure of kumquat commodity chain is “buyer-driven,” and the main facilitators are “processors and producers” that manage both production and marketing; that is, they exploit new marketing channels without suspending production, from which a right-ward smile curve can be detected in local industries. And the facilitators also use “market control,” or the price, to make fruit farmers adjust to current circumstances, as regards operation and management, by adopting “diversification”（雜異化） and “extensive”（粗放化） --- the farmers aggressively exploit new marketing channels and operational modes for the produce, kumquat. The processors, on the other, gradually adjust their governance relations --- taking the “Sense of Place” marketing strategy and cooperating with fruit farmers --- in the hope that the surplus values may be returned to locality and a balance between production and marketing can thus be maintained. With globalization escalating, local industries are confronting greater influences from “region;” and “regionalization” may be rendered much more evident by affiliating stronger “Sense of Place” into marketing strategies. Local industries strengthen a product’s “brand” by way of “local sense” and further market the brand nationwide. Whether the “brand strategy” can be as feasible in the international market remains a subject to be explored.