兩岸經濟合作架構協議(ECFA)、精緻農業政策推動與全球暖化影響，造成部分台灣農民耕種農作物類別改變。根據農產品消費市場分析，本研究將農產品市場區隔出兩個不同的市場區隔，在此區隔下，植保藥劑廠商以在台灣地區銷售植保藥劑為主要目的，分析不同類別農作物在農產品消費市場上之定位，將種植不同類別農作物的農民歸類出不同的目標族群，以目標行銷的方式進行台灣植保藥劑市場行銷通路的設計與擬定。
   
    台灣植保藥劑市場因植保藥劑產品多樣化及品質、成效的差異不大，造成業內的高度競爭，又因植保藥劑廠商本身不具植保藥劑原體之研發能力，大部分植保藥劑原體仰賴進口，缺乏創造成本領導及差異化的能力，因此本研究以焦點差異化的觀點，依目標族群之特性、通路發展、通路特性、通路成員關係之經營與通路成本之考量，設計符合台灣植保藥劑市場之雙重通路模式，創造焦點差異化的利基，改變目前植保藥劑廠商以單一通路為主之通路型態。

    通路績效的表現程度取決於通路模式、通路管理與通路策略的運用；通路模式、管理與策略間相互影響，進而影響通路績效。本研究以目前台灣植保藥劑市場之主要通路為基礎，分析植保藥劑廠商企業個體採行雙重通路之通路策略下，為增加品牌能見度、擴大銷售績效及強化未來發展，如何合理的運用通路管理，進行管理通路成員之關係、減少通路成員之衝突並降低通路成本，以增進植保藥劑廠商企業個體於台灣植保藥劑市場之通路績效表現。

Due to the influence of ECFA (Economic Cooperation Framework Agreement), quality agriculture and global warming have caused some of the Taiwanese farmers to change the crops that they traditionally cultivated.  According to the analysis of crop production market, this study has divided this market into two segments.  Under this structure, with the aim to promote Crop Protection Products, the formulators (or importers) in Taiwan have classified target groups by different types of farmers and the economic position of crops in the consumer market.  This study has designed and formulated the marketing channel by target marketing (STP; Segmentation, Targeting and Positioning).

     With a variety of crop protection products, but with little difference in quality and effectiveness, has caused a highly competitive market for crop protection products in Taiwan.  None of the crop protection formulators (or importers) in Taiwan has an ability to research and develop a brand new product.  Since almost all technical grade products are imported, they all lack ability in cost control and uniqueness.  From the view of focus difference, in this study we consider characteristics of goal marketing, channel development, channel characteristics, channel-member relationship and channel costs.  We have designed a dual channel structure for crop protection products in Taiwan.  Focus difference will create a niche market to change the present status of a single channel structure for crop protection formulators (or importers) in Taiwan. 

     The degree of channel performance is decided by the application of channel structure, channel management and channel strategy.  Structure, management and strategy influence each other.  Furthermore, they will influence channel performance.  Based on the main channel of crop protection products in the Taiwanese market, we analyzed a group of crop protection formulators (or importers), as if it adopts the strategy of dual channels to increase the visibility of its brand, expands sales performance and strengthens future development.  In conclusion, the formulators (or importers) when using channel management to manage channel-member relationship, reduced conflict between channel members and increased cost effectiveness in the channel to improve channel performance.

謝辭	I
中文摘要	II
英文摘要	III
目錄	V
圖目錄	VII
表目錄	VIII

第一章  緒論
第一節  研究背景與動機	1
第二節  研究目的	3
第三節  研究對象	3
第四節  研究範圍	3

第二章  文獻回顧
第一節  目標行銷	4
第二節  競爭力	7
第三節  通路策略	13
第四節  通路結構	18
第五節  通路關係	20
第六節  通路衝突	23
第七節  通路績效	25

第三章  研究設計
第一節  研究架構	28
第二節  研究方法	28
第三節  訪談對象	31 

第四章  資料分析                                       
第一節  市場區隔與目標行銷	35
第二節  通路結構與策略	41
第三節  通路績效	         48
第四節  資料分析歸納	51

第五章  結論與建議
第一節  結論	         58
第二節  建議	         62
第三節  未來研究發展與限制	65

參考文獻	67

附錄
附錄一  精緻農業、農業產銷班及農產品認證標章	73
附錄二  植保藥劑及台灣植保藥劑產業簡介	77
附錄三  海峽兩岸經濟合作架構協議	         80
附錄四  訪談大綱	                           85

圖目錄
圖 2-1  三種一般性策略	8
圖 2-2  決定產業獲利能力的五種競爭力	10
圖 2-3  產品市場之行銷通路	19
圖 3-1  觀念性架構圖	28
圖 3-2  「個案研究」方法與程式	30
圖 3-3  訪談流程圖	33

表目錄
表 2-1  市場區隔、選擇目標市場及市場定位的步驟	5
表 2-2  市場區隔的步驟	5
表 2-3  「競爭力」定義彙總表	7
表 2-4  一般性策略的風險	9
表 2-5   產業結構的元素	11
表 2-6   行銷通路功能與內容	14
表 2-7   行銷功能之策略問題內容	15
表 2-8   通路整合的類型模式之文獻及實證研究	18
表 2-9   承諾的組成因素分類	23
表 2-10  通路衝突之因素	24
表 2-11  通路組織效率之定義與適用時機	26
表 2-12  通路績效評估之效能模型	27
表 3-1   受訪對象代表之通路層級及背景	32
表 4-1   植保藥劑廠商市場機會之環境因素影響	51
表 4-2   農民族群之目標市場區隔	52
表 4-3   目標市場族群之市場定位	53
表 4-4  一般農家與精緻農業產銷班之通路發展與限制	54
表 4-5  植保藥劑雙重通路之發展與限制	55
表 4-6  通路結構之產品競爭性與限制	55
表 4-7  直營通路之通路關係與衝突	56
表 4-8  傳統二階通路之通路關係與衝突	57
表 4-9  雙重通路結構之通路關係與衝突	57

一、中文部分
1.山中幸信 (2001)，「行銷規劃工具書」，中國生產力中心。
2.方世榮（2003），「行銷學」，臺北：三民書局。
3.吳智遠 (2009)，農藥劑型發展趨勢，農政與農情，第209期。
4.尚榮安 (1999)，「個案研究」，原著Yin, Robert K.，
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5.林建煌 (2005)，「行銷通路」，臺北：華泰文化，383頁。
6.翁景民與胡同來編譯 (2002)，「行銷通路」， 原著Stern, L.
  W., El-Ansary, and Coughlan, A.T.，臺北：華泰文化。
7.徐慧芬(1999)，以鑽石模式建立國際港埠競爭力評估準則之研
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8.陳章真(2008)，台灣茶農前進中國談起，全球台商e焦點，
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9.陳武雄(2010)，推動精緻農業—打造健康、卓越、樂活的新農
  業，研考雙月刊，第 34 卷第 3 期，81-85頁。
10.陳瑜清與林宜萱譯(2004) 「通路管理的第一本書」 ， 
   原著Linda Gorchels, Edward Marien and Chuck West，美商麥
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11.湯鈴郎與吳可汗(2003)，臺北與北京之通路特性與通路績效之研
   究，中華管理評論，第 6 卷第 4 期，92-110頁。
12.曹萱治(2002)，國際通路策略之研究—以高科技公司在歐洲為
   例，政治大學企業管理系碩士論文。
13.楊純明(2009)，「兩岸經濟合作架構協議(ECFA)」與農業生產─
   從農業科技面觀點，作物、環境與生物資訊，第 6 期，
   247-252頁。
14.潘淑滿(2003)，「質性研究：理論與運用」，
   臺北：心理出版社。
15.賴志明(2008)，夥伴的信任-承諾關係對於電子商務策略規劃之
   影響，台灣科技大學資訊管理系博士論文。
 
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14.Etgar, M. (1979), “Sources and Types of Intra-channel Conflict”, Journal of Retailing, Vol.55, No.1, pp.61-78.
15.Frazier, G. L. and Summers, J. O. (1986), “Perceptions of Inter-firm Power and its Use within a Franchise Channel of Distribution, Journal of Marketing Research, Vol.23, pp.169-176.
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三、網站資料
1.台灣區植物保護工業同業公會			
http://tcpia.elive-mall.com/e-live/front/bin/ptlist.phtml?Category=100610
2.台灣資訊協會 環境資訊中心			
http://teia.e-info.org.tw/
3.行政院全球資訊網 				
http://www.ey.gov.tw/mp?mp=1
http://www.ey.gov.tw/sp.asp?xdURL=search.asp&mp=1&searchxsl=y
4.行政院農業委員會 				
http://www.coa.gov.tw/show_index.php 
http://www.coa.gov.tw/view.php?catid=21668
5.行政院農業委員會動植物防疫檢疫局 農藥資訊服務網 http://pesticide.baphiq.gov.tw/web/insecticides_Menultem1.aspx
6.行政院農業委員會 農業產銷班組織體系資料服務系http://agrapp.coa.gov.tw/agr-Sed/agrJsp/login.jsp 
7.行政院投資台灣入口網				    http://investtaiwan.nat.gov.tw/matter/show_chn.jsp?ID=999995&MID=4
8.經濟部國際貿易局 ECFA兩岸經濟合作架構協議http://www.ecfa.org.tw/RelatedDoc.aspx