[[alternative]]The Analysis of Policy Marketing of Taiwan Intensive Agriculture: A Case Study of Grape Industry in Changhua County

[[abstract]] 台灣簽訂WTO後，由於經濟自由化，台灣農業面臨的競爭壓力越來越大，面對全球化的競爭，對台灣的農業是危機也是轉機，而彰化縣葡萄產業是台灣重要之精緻農業作物之一，在面對農產貿易自由化，尤其台灣又與中國大陸簽訂ECFA，政府與葡萄農戶之間如何面對此現代潮流，以及政府如何透過政策行銷協助農民走出危機，是本論文欲探討之重點。 本論文探討政府對精緻農業政策的規劃、彰化縣葡萄產業的發展現況，以及彰化縣葡萄產業政策行銷之運用，透過文獻探討及深度訪談來分析葡萄產業之政策行銷，以瞭解葡萄產業在政策行銷過程中之運用與困境。 筆者透過訪談資料發現其執行之問題與困境，故提供執政單位以下之建議：一、建立通盤性的品牌策略。二、提升品質，建立產品差異化，增加獲利空間及競爭力。三、休閒觀光之規劃應更具特色，增加在地觀光，增加直銷機會。四、注意市場動向，拓展外銷通路。五、降價促銷吸引人潮。六、增加誘因提升年輕人就農意願。七、培育農民知識力與凝聚力。八、提倡農民市場，增加農民獲利。九、政府政策之落實與持續。[[abstract]] Since Taiwan had signed the WTO in 2002, Taiwan's agricultural sector faces increasing pressure.Whereas agricultural crisis in Taiwan is also a turning point:The grape industry in Changhua County is one of the important intensive agricultures in Taiwan . The paper is focus on the government and grape farmers about how to deal with the trade liberalization of agricultural products after signed the ECFA and the way government help farmers out of the crisis through policy marketing . This study investigates intensive agriculture policy of the government, the development of the existing conditions,and the application of policy marketing of grape industry in Changhua County. It goes through the literature review and depth interviews to understand the process and difficulties of policy marketing in grape industry . This study revealed the implementation of the problems and difficulties through interviews and provided some suggestions to the government