项目来源

台湾省政府科研基金(GRB)

项目主持人

王怡絜

项目受资助机构

台湾省政府农业委员会企划处经济研究科

项目编号

110农科-3.2.2-子-Q1

立项年度

2021

立项时间

未公开

项目级别

省级

研究期限

未知 / 未知

受资助金额

7651.00千元台币

学科

农业经济

学科代码

未公开

基金类别

应用研究/自行研究(机关预算)

机器学习 ; 印尼 ; 草苺 ; 家禽业者 ; 市场区隔 ; 公粮稻谷期别 ; 需求 ; 消费者行为 ; 市场导向 ; 农企业 ; 公式 ; 形象定位 ; 产销合作 ; 台湾良好农业规范 ; 白肉鸡 ; 青年农民 ; 果品 ; 订价 ; 清真认证 ; 马来西亚 ; 价格合理化 ; 购买意愿 ; 饲料 ; 应用灰关联分析法 ; 农产品加工 ; 中部地区 ; 农产品可追溯制度 ; 影像判释 ; 开放式创新 ; 分类 ; 蔬菜 ; 经营策略 ; 通路 ; Machine Learning ; Indonesia ; Strawberry ; Poultry industry ; Market segmentation ; Crop Season of Public Stock Paddy ; demand ; Consumer Behavior ; Market orientation ; Agribusiness ; formula ; Image positioning ; Production and Marketing Cooperation ; Taiwan

参与者

傅智麟；林永顺；张志维；张志展；孔维新；李宗儒；何超然；庄凯恩；陈永汉；吴建铭；张瑞益

参与机构

未公开

项目标书摘要：细部计划1:加强国内家禽业者对新南向国家如印尼、马来西亚之清真认证系统引进我国之策略计划因应印尼与马来西亚等新兴国家对肉食消费需求增加，但印尼与马来西亚人多为穆斯林人士，因此不食用猪肉，常食用的肉品为羊肉、鸡肉和鱼肉。有意进入穆斯林市场之厂商，若产品取得清真认证具加分效果。基於上述，本研究规划110~112年度计划,110年度研究包含(1)访谈台湾推动清真认证组织，了解清真认证的执行现况与困难;(2)针对印尼、马来西亚穆斯林消费者，以及生活在台求学之穆斯林人士进行问卷调查，了解印尼与马来西亚穆斯林消费者对鸡肉产品消费行为，以及受Covied-19疫情影响前後之消费者行为差异;(3)了解台湾通过清真认证厂商之现况与经营模式;(4)办理线上成果发表会，并研拟台湾家禽产品通过清真认证，印尼与马来西亚之外销策略规划。111年度研究包含(1)访谈印尼与马来西亚驻台代表、在台穆斯林教会人士，了解印尼、马来西亚与台湾购买清真认证产品之通路与消费者行为;(2)台湾新住民推广台湾鸡肉产品;(3)邀请印尼与马来西亚驻台人士参访台湾家禽业者饲养场域;(4)了解清真产品饲养场域与屠宰场域的认证程序;(5)针对印尼、马来西亚、台湾穆斯林消费者进行问卷调查，了解穆斯林消费者对鸡肉产品消费行为;(6)办理线上成果发表会，并研拟台湾家禽产品通过清真认证，台湾之内销策略规划。112年度研究包含(1)盘点台湾现有贩售清真认证产品之通路;(2)邀请具有国际家禽行销业者分享国际行销经验;(3)建立清真认证市场的通路商互助平台;(4)针对国内有意愿出口业者办理清真认证教育训练;(5)针对印尼、马来西亚、台湾穆斯林消费者进行问卷调查，了解穆斯林消费者对鸡肉产品消费行为;(6)办理线上成果发表会，并研拟清真认证产品扩散策略规划。期能透过本研究提升台湾家禽业者对印尼、马来西亚清真认证之专业知能。细部计划2:白肉鸡完全配合饲料订价之合理化研究根据农委会所公布的资料显示，白肉鸡的生产成本中饲料成本占62.94%之多，因此饲料价格的涨跌，对鸡农的收益而言，动辄得咎。进一步观察从2009年至2019年等11年来饲料成本的变化,2009年时白肉鸡的饲料费为5,032元/百公斤，至2019年时已涨到5,674元/百公斤，每百公斤涨了643元。是所有费用中涨价金额最高的项目。近来许多白肉鸡业者反映，生产饲料的原物料价格，如玉米及黄豆价格下跌，但饲料价格却仍居高不下，认为有不公平交易的现象，向农政单位提出抗议，希望农政单位可以向饲料厂反映。为初步了解饲料价格是否与生产饲料之原物料价格同步涨跌。本研究比对2009年至2019年11年间白肉鸡饲料费用与黄豆、玉米即期现货之价格。发现饲料费用与黄豆、玉米价格的价格变动虽有同步的现象，但饲料价格的涨跌较黄豆与玉米平缓许多。这11年来黄豆与玉米呈现先涨而後跌的现象,2009年时国际玉米价格的年平均价格约莫8元左右，当时的饲料费用为5,032元。至2019年国际玉米价格的年平均价格约在7.5元左右，但饲料费用却高达5,674元。换句话说，虽然饲料价格随原料价格波动，但似乎呈现涨多跌少的现象。虽然初步看起来饲料价格之涨跌情况，与玉米及大豆价格波动幅度不一致，但饲料生产除了原料成本之外，还有其他管销费用、能源费用…等等。就此断订鸡农遭遇不公平交易，仍言之过早。因此本研究将就1.目前白肉鸡的饲料订价方式是否合理，以及2.合理化的饲料订价方式又是如何等两个问题进行研析。细部计划3:影像判释公粮稻谷期别新旧可行性评估之研究现今公粮管理常以检验其新鲜度、分析热损害粒方式，作为判断其品质及新旧期米之依据，惟以稻米外观判断期别新旧并无判定基准及量化数据，致稻米外观判定没有统一标准，对於同一批稻米的判断结果准确度有限。故本计划规划以可见光(或红外线)拍摄方式，配合深度学习之影像辨识技术与机器学习之演算法，用以分析新旧之稻谷(或糙米)之影像差异，分类出107-109年第一、第二产期共六类别(依现有公粮库存情形为主)之公粮稻谷(或糙米),并归纳出适合判断公粮稻谷(或糙米)期别新旧之影像识别方法，及评估其可行性。本计划之重要工作项目分为收集资料及模型测试与优化两步骤，於资料收集程序中本计划欲针对107-109年度第一、第二期之稻谷(或糙米)共六产期(依现有公粮库存情形为主)各至少350张影像进行拍摄作为实验资料，将使用相机在相同环境及固定相机参数下进行单一稻谷(或糙米)影像拍摄，以降低在拍摄过程中人为因素造成的影响。於模型测试与优化阶段，即将先前所收集的资料作为深度学习与机器学习模型之输入，本计划欲采用深度学习模型如YOLO-v4等，及机器学习演算法，如SVM等，并针对本计划内容将模型进行优化，比较各模型应用於辨识米粒新旧之准确度，以归纳出适合判断公粮稻谷(或糙米)期别新旧之识别方法，并以辨识准确度做为评估其运用於判断公粮稻谷(或糙米)新旧及其作为期别等品质项目之佐证的可行性标准。现今虽已有开发利用稻米酸硷度、过氧化酶活性、脂肪酸度、萤光光谱检测及近红外线光谱等方式进行公粮新鲜度检测，但这些方法仍会受到天气变化与仓储保存条件等环境影响，且检测流程中各项作业需订定统一规范，检验人员亦需经过特殊专业训练，并不利於现场进行大量辨识。因此本计划拟探讨深度学习之影像辨识技术与机器学习之演算法应用於辨识公粮稻谷(或糙米)期别新旧之可行性，归纳出适合判断公粮稻谷(或糙米)期别新旧之影像识别方法，冀其能提供给相关检验人员作为公粮期别辨识的辅助工具。细部计划4:重要蔬果之特定通路产业需求之研究因农产品易腐性与季节性造成农产品价值不易维持与价格波动问题，欲以冷链物流或初加工等方式延长农产品储架寿命，为此藉由盘点需求产业之产业现况、需求及技术缺口，评估投入前述方式之经济可行性与主要问题，并研拟策略建议，本年度针对农产品投入初加工产业进行盘点，藉以达到评估投入初加工是否具备经济可行性，避免农产业之投入无法达到价值稳定与需求提升之目标。细部计划5:以开放式创新观点探讨北部地区草苺产销问题开放式创新的概念近年来应用在调整经营策略，使产品更加契合潜在、既有的顾客的需求，以维持竞争力。依据国际农粮组织的统计资料显示，近年来全球草苺的栽培面积变化不大，而单位面积的产量和总产量都有增加的趋势，代表着品种、栽培技术也都逐年进步当中。本场辖区内则仅有25公顷的栽培面积，本计划希望利用开放式创新的观点，调查消费者喜好与重视项目，例如进行品种改良时的果实硬度、香味，采果乐时高架/露地，针对食安问题的重视与满意程度，另外探讨生产者与外部资源连结的意愿，例如与配销者、竞争者是否有形成策略联盟的意愿与合作型态，透过本计划提供调整经营策略的建议。细部计划6:北部地区消费者对具产销履历蔬果之购买意愿调查透过桃竹地区消费者在不同通路、价格、及个人因素等对於具产销履历蔬果之购买意愿进行问卷调查，了解消费者愿付价格等，探讨分析产销履历执行推动政策上应改进之方向参考。透过生产资讯揭露，增加消费者对农产品安全之信任，也可以增进生产者与消费者间的互动。消费者：透过追溯条码扫描，清楚了解农产品生产资讯，可清楚了解所购买的农产品生产来源，安心消费。通路业者：如果发生食安事件，可快速掌握农产品来源，降低回收风险。政府单位—扩大农产品追溯性，建立台湾农产品识别机制，促进地产地消，因此可以共同创造四赢。细部计划7:柿子产业行销策略调查分析本研究透过柿子之市场资料搜集与调查，建构柿子关联产品之需求评估问卷，以了解目前我国消费市场之购买意愿、倾向与整体现况，并进一步探讨柿子产业之需求市场导向，将消费端之意见有系统之蒐集、整理，回馈至生产端，提供柿农未来在经营管理面向之参考，并作为探讨第二年计划之柿农经营策略研究基础与目标，以提升柿农所得，并深化我国柿子产业多元发展之策略研拟。细部计划8:红枣产业行销策略调查分析本研究透过国产红枣之市场资料搜集与调查，建构红枣关联产品之需求评估问卷，以了解目前我国消费市场之购买意愿、倾向与整体现况，并进一步探讨国产红枣之需求市场导向，将消费端之意见有系统之蒐集、整理，回馈至生产端，提供枣农未来在经营管理面向之参考，并作为探讨第二年计划之枣农经营策略研究基础与目标，以提升枣农所得，并深化国产红枣多元发展之策略研拟。细部计划9:中部地区农产品加工打样需求之研究农产品加工是青农关切且希望提升的项目，有鉴於此，农委会分别於高雄、台南、台中、台东、花莲区农业改良场及农业试验所等6处，成立「农产加值打样中心」提供服务，协助农友打样谘询、打样设备使用、打样作业技术指导，台中区农业改良场农产品加值打样中心於108年4月13日启用，提供农友打样谘询服务，然打样中心开幕至109年底近1年半时间，是否符合农友实际打样需求，以及打样中心设备与服务是否能提供足够量能，仍有待评估，因此本计划拟针对中部地区农友加值打样需求进行调查与评估，并提出相关建议，以提供未来农产品加值打样中心效能提升之参考。细部计划10:花宜地区青年农民与农企业生产合作模式之探讨针对地区农企业进行盘点，包含人员数量、分布区域、种植作物、生产季节等。另就研究结果报告撰写，以提供全国青农转型农企业之依据，并成为辅导单位日後对於建立农业经营主体、产出投入评估与市场需求缺口分析等项目之参考。

Application Abstract: 1:Introduce the halal certification system from the New Southbound countries such as Indonesia and Malaysia to the Taiwanese poultry industry and Malaysia,where the Muslim population is high and do not consume pork product,but instead purchase lamb,chicken,and fish.The companies with intention to enter the Muslim market,acquirement of Halal certification will bring positive effect.Based on the above,the research has a two-year plan in 2021 to 2023.In 2021,the research will conduct interviews with Halal certification promotion organizations in Taiwan to learn thecurrent situation and difficulties,as well as conducting surveys to the Muslim consumers reside in Indonesia,Malaysia,as well as the Muslim students reside in Taiwan,in order to have a better understanding of consumer behavior in chicken products,and the effects of this consumer behavior brought by COVID-19.Understand the current status and business model of halal certified manufacturers in Taiwan.In addition,to host an online presentation,and reestablish Taiwan poultry products to acquire Halal certification,and make Indonesian and Malaysian export strategy.In 2022,the research will conduct interviews with representatives from Malaysian Friendship and Trade Centre in Taipei,and Muslim religious group resides in Taiwan,to learn the Halal certified products consumer behavior in Taiwan,as well as the channel distribution between Indonesia,Malaysia,and Taiwan.A survey will be conducted to investigate the new Taiwanese immigrants’promotion of chicken product.In addition,Indonesian and Malaysian residents in Taiwan will be invited to visit the poultry farms.Understand the certification procedures for halal product farms and slaughterhouses.A survey will be conducted,aiming Muslim consumers in Indonesia,Malaysia,and Taiwan to discover Muslim consumer behavior in chicken product.At the end of the year,there will be another online presentation hosted to reestablish Taiwan poultry products to acquire Halal certification,and make Indonesian and Malaysian export strategy.In 2023,the research will collect data based on the inventory of the current channel distribution of the Halal certified products in Taiwan.International poultry production marketing companies will be invited to share their experience.Establish a mutual assistance platform for distributors in the halal certification market.Handling halal certification education and training for willing exporters.A survey will be conducted,aiming Muslim consumers in Indonesia,Malaysia,and Taiwan to discover Muslim consumer behavior in chicken product.By the end of the year,an online presentation will be hosted to reestablish Halal certified products sales expansion strategy.This research is expected to promote an enhancement of professional knowledge in Halal certified products for the poultry production companies in Taiwan.2:Rationalization of Pricing Strategies for Contract Broiler Farming According to the data from the Council of Agriculture(COA),the feed accounts for 62.94%of the fowl production cost.Therefore,the volatility of the feed price may affect the farmers’income significantly.The feed price of fowl was raised by 6.43 dollars per kilogram from 50.32 dollars per kilogram in 2009 to 56.74 dollars per kilogram in 2019,which is the highest price increase of all items.Despite the price of the raw materials,such as corn and soybean,of feed are decreasing,the price of feed is still high.The fowl farmers put forward this unfair phenomenon and responded to the government.This project compares the price of fowl feed cost and the future price of soybean and corn for the past 11 years from 2009 to 2019.In 2009,the average price of corn was about 8 dollars and the price of feed was 50.32 dollars per kilogram.In 2019,the average price of corn was 7.5 dollars but the price of feed was raised to 56.74 dollars per kilogram.Even if the volatility of feed price and the corn price is inconsistent,there are still other costs like management cost and energy cost to affect total production cost.Therefore,this project is to analyze whether the current way to decide the price of fowl feed is reasonable and how to make a reasonable price.3:Feasibility Assessment on Image Recognition Techniques for Identifying the Crop Season of Public Stock Paddy Currently,inspecting the freshness of stock paddy or analyzing the heat damaged kernel or rice are more often used in public stock paddy managements as a criterion of stock paddy quality and crop seasons.However,visual inspection without an objective standard results in a limited accuracy.Therefore,this project plans to use visible light or infrared photos with deep learning image recognition technology and machine learning algorithms to analyze the image difference between the new and old public stock paddy.Also,this project aims to classify the six categories of public stock paddy of the first and second crop seasons from 107 to 109,to summarize a suitable method for recognizing new and old public stock paddy,and to evaluate its feasibility.This project includes two steps:data collection and model testing and optimization.In the first step,this project will collect at least 350 photos each of the first and second crop seasons of stock paddy from 107 to 109 as experimental data with camera.To reduce the human factors,all photos are taken under the same environment and fixed camera parameters.In the model testing and optimization step,the data collected previously is used as the input for deep learning and machine learning models.This project will optimize deep learning models such as YOLO-v4,and machine learning algorithms such as SVM.At last,this project will summarize the suitable methods for recognizing the new and old stock paddy by comparing their performance.Although,there are many methods that have been developed to measure the freshness of public stock paddy such as measuring pH value,fat acidity and peroxidase activity and analyzing fluorescence spectra and near-infrared spectra,these measurements are still easily affected by weather and storage conditions.Besides,professional training and regulations are required to conduct the inspection result in inconvenience in inspection procedure.Therefore,this project will assess the feasibility of recognizing the new and old public stock paddy using machine learning and summarize suitable methods for recognizing public stock paddy.Finally,this project expects to assist inspectors in recognizing the crop season of public stock paddy accurately.4:The Study of Demands for Certain Channels of Important Fruits and Vegetables Due to the quality loss and the price fluctuation of agricultural products,which cause by the perishability and seasonality of agricultural products,it is necessary to extend the storage life of agricultural product by means of technologies such as cold chain logistics and processing.To this end,by taking into account the current industrial conditions,demand and technical gap of industries,we could evaluate the feasibility and main problems of importing technologies.And we could develop the suggestion of strategy.This year we focus on the industries of primary processing.By study in the industries,we could evaluate the economic availabilities.Thus,it could avoid the situation that the input of technologies did not meet the needs of the industries and also couldn’t stabilize agricultural product value and demand.5:Study on strawberry Production and Marketing strategies in Northern Regions from an Open Innovation The concept of open innovation has been applied in recent years to adjust business strategies to make products more suitable for the needs of potential and existing customers in order to maintain competitiveness.According to the statistics of the International Food and Agriculture Organization,the global cultivated area of strawberries has not changed much in recent years,and the yield per unit area and the total yield have both increased,representing that varieties and cultivation techniques have also been improving.There is only 25 hectares in northern Taiwan.This study hope to use the perspective of open innovation to investigate consumer preferences and priorities,such as fruit hardness and aroma during variety improvement.Aiming at the importance and satisfaction of food safety issues,in addition,explore the producers’willingness to connect with external resources,such as whether they have the willingness and cooperation type to form strategic alliances with distributors and competitors.We hope to provide suggestions for adjusting business strategies through this study.6:Survey on Consumers'Willingness to Buy Fruits and Vegetables with TGAP in Northern Regions Consumers in Taoyuan and Hsinchu conducted questionnaire surveys on their willingness to purchase fruits and vegetables with production and sales histories based on different channels,prices,and personal factors,to understand consumers'willingness to pay,etc.,and to explore and analyze the directions for improvement in the implementation of production and sales resume policies.Through the traceability of production information,consumers'trust in agricultural products can be increased,and the interaction between producers and consumers can be enhanced.Consumers can clearly understand the production information of agricultural products by scanning the traceable bar code,understand their origin information,and consume with peace of mind.When a food safety incident occurs,the industry can quickly grasp the source of agricultural products and reduce the risk of recycling.For government units,it is possible to expand the traceability of agricultural products,establish a Taiwan agricultural product identification mechanism,promote real estate and local consumption,and jointly create a win-win situation.7:Investigation and Analysis of Marketing Strategy of Persimmon Industry By means of data collection and the investigation of consumers’behaviors,this study aims to examine the demand and market orientation of the domestic persimmon,such as possible consumption methods,marketing channels,and label awareness.Based on our results,we try to provide some market insights and propose possible operational strategies as a policy reference for increasing farmers'incomes and promoting the diversified development of the persimmon industry.8:Investigation and Analysis of Marketing Strategy of Red Dates Industry By means of data collection and the investigation of consumers’behaviors,this study aims to examine the demand and market orientation of the domestic red dates,such as possible consumption methods,marketing channels,and label awareness.Based on our results,we try to provide some market insights and propose possible operational strategies as a policy reference for increasing farmers’incomes and promoting the diversified development of the date industry.9:Research on the Demands for Processing and Proofing of Agricultural Products in Taichung district Agricultural product processing is a project that young farmers pay attention to and hope to improve.In view of this,the Agricultural Commission has established"Agricultural Value-Added Proofing"in Kaohsiung,Tainan,Taichung,Taitung,Hualien District Agricultural Improvement Farms and Agricultural Trials.The center provides proofing consulting services for farmers,using proofing equipment and technical guidance for proofing operations.The Taichung District Agricultural Improvement Farm Agricultural Product Value-Added Proofing Center was opened on April 13,108,to provide farmers with proofing consulting services,and the proofing center has also been opened.By the end of 109,in nearly a year and a half,will it be able to meet the actual proofing needs of farmers,and whether the equipment and services of the proofing center can provide sufficient energy.Therefore,the plan aims to investigate the needs of farmers in the central region for value-added proofing.The evaluation was carried out and relevant suggestions were put forward to provide a reference for improving the efficiency of agricultural value-added proofing centers in the future.10:The Study on Production and Marketing Cooperation Between Agribusiness and Young Farmers in Ilan and Hualien Aim to local agricultural enterprises perform inventory,including the number of personnel,distribution area,planting crops,production season and so on.In addition,the report on the research results was drafted to provide the basis for the nationwide reform of agribusiness in rural areas,and to become a reference for counseling units in setting up the main body of agricultural operation,output input assessment and market demand gap analysis in the future.

项目受资助省

台湾省