鳳梨釋迦外銷的困境與轉機

Abstract

近年來，兩岸關係的緊張加劇了台灣農產品出口的不穩定性，特別是台灣對中國市場的高度依賴所帶來的風險。中國是台灣農產品的重要出口市場之一，許多農產品，包括鳳梨、釋迦、蓮霧等，依賴中國市場的需求。然而，隨著兩岸政治關係的波動，這種依賴模式頻繁暴露出其脆弱性。例如，中國政府過去曾以檢疫和進口規定為由，突然禁止台灣部分農產品進口，這種措施常被解讀為帶有政治動機。這對農民的生計及相關產業鏈造成了直接衝擊，也反映出台灣農產品出口市場過於集中的潛在危機。 這些不穩定因素不僅威脅到台灣農業經濟的發展，也對農業生態的可持續性提出挑戰。在此背景下，如何降低對單一市場的依賴，開發更多元化的出口市場成為當前迫切需要解決的問題。此外，台灣作為熱帶及亞熱帶農產品的生產重鎮，擁有豐富多樣的高品質農產品，其在國際市場中的競爭優勢尚未被充分發揮。因此，如何透過品牌化、差異化及行銷策略，將台灣農產品推向其他潛在市場，成為提升競爭力的重要方向。 臺灣從2002年起開始有外銷釋迦記錄，並從2008年起明顯增加至2千公噸以上，且逐年提高，在2020年創下最高峰達近兩萬公噸(19,522公噸)。表2為歷年來的總產量與外銷數量比例，從表中可以看出臺灣外銷鳳梨釋迦的比例年年增加，109年時外銷比例最高為69%，有一半以上的鳳梨釋迦為外銷，但因中國大陸在2021年暫停臺灣鳳梨釋迦進口之後，2021年的外銷量懸崖式跌降至15%，此為在9月之前外銷的量，這跟109年相差54.26%。此項限制令實施後農民因此自主減產以避免損失擴大，原本外銷數量大部分即轉為內銷，也因此造成鳳梨釋迦2021年的價格下跌。 因此，當中國對臺灣採取禁止輸入的措施之後，直接造成對我國鳳梨釋迦外銷的重創，也影響種植鳳梨釋迦果農的生計，站在貿易的角度，值得思考如何開拓其他國家外銷市場，危機即是轉機，並思考如何藉此契機進一步建立行銷全球品牌及供應鏈，以提高鳳梨釋迦的國際競爭力及農民所得。

本研究旨在研究鳳梨釋迦為具代表性的台灣熱帶水果，如何在國際市場中提升知名度及接受度，並進一步分析其在出口市場多元化中的潛力。透過這項研究，希望為台灣農產品的出口策略提供參考，協助相關產業減少對單一市場的依賴，實現更穩定且可持續的發展模式。 同時，本研究也致力於尋找具市場價值的國際消費者群體，透過了解他們的需求與偏好，為台灣農產品開拓新的經濟動能。

In recent years, the intensifying tensions between Taiwan and China have exacerbated the instability of Taiwan’s agricultural exports, particularly due to the risks posed by Taiwan’s heavy reliance on the Chinese market. China is one of Taiwan’s major export markets for agricultural products, including pineapples, custard apples, and wax apples. However, fluctuations in cross-strait political relations have frequently exposed the vulnerabilities of this dependence. For instance, the Chinese government has, in the past, abruptly banned the import of certain Taiwanese agricultural products under the pretext of quarantine and import regulations. Such actions are often perceived as politically motivated and have had direct repercussions on farmers’ livelihoods and related industries, highlighting the risks of an overly concentrated export market.

These uncertainties not only threaten the development of Taiwan’s agricultural economy but also challenge the sustainability of its agricultural ecosystem. Against this backdrop, reducing dependence on a single market and diversifying export destinations have become pressing issues. As a major producer of tropical and subtropical agricultural products, Taiwan boasts a rich variety of high-quality produce with untapped competitive potential in global markets. Leveraging branding, differentiation, and marketing strategies to introduce Taiwanese agricultural products to new markets is crucial for enhancing competitiveness.

Since 2002, Taiwan began exporting custard apples, and by 2008, exports exceeded 2,000 metric tons annually, reaching a peak of nearly 20,000 metric tons (19,522 metric tons) in 2020. Table 2 illustrates the ratio of total production to exports over the years, showing a consistent increase in the export proportion of Taiwan’s pineapple custard apples. In 2020, exports accounted for 69% of total production, with over half of the produce destined for export. However, after China suspended imports of Taiwanese pineapple custard apples in 2021, export volumes plummeted by 54.26% compared to 2020, with the proportion dropping to 15%. This sudden restriction forced farmers to reduce production to mitigate losses, redirecting most of the export supply to the domestic market, which subsequently caused a decline in prices.

China’s import ban significantly impacted Taiwan’s pineapple custard apple exports, directly affecting the livelihoods of fruit farmers. From a trade perspective, it is imperative to explore alternative export markets. This crisis presents an opportunity to establish global branding and supply chains to enhance the international competitiveness of pineapple custard apples and improve farmers’ incomes.

This study aims to examine how pineapple custard apples, a representative Taiwanese tropical fruit, can increase their visibility and acceptance in international markets. It also seeks to analyze the potential for diversifying export markets. Through this research, we hope to provide insights into Taiwan’s agricultural export strategies, helping related industries reduce reliance on a single market and achieve a more stable and sustainable development model. Additionally, this study seeks to identify valuable international consumer segments, understand their needs and preferences, and open new economic opportunities for Taiwanese agricultural products.