緣起2021年2月26日中國大陸方面指出，從台灣出口之鳳梨檢驗出介殼蟲等有害蟲類，因而無預警宣布，將於2021年3月1日全面暫停進口台灣鳳梨。其中以屏東縣為台灣省最大的鳳梨種植地，屏東縣每年產量12~14萬頓間，年產值超過30億，台灣鳳梨出口量超過9成都銷往中國大陸，因此屏東縣政府委託仲喬有限公司研究討論，是否能增加屏東金鑽鳳梨外銷日本的銷量。面對國際間農產品貿易開放自由化的環境，東南亞各國熱帶水果農產品強力競爭之下，積極拓展台灣果品外銷市場的迫切性及必要性也相對提高，為延續提升台灣金鑽鳳梨於日本之形象，延長台灣金鑽鳳梨產量擴大消費之誘因，本案移地行銷並配合日本當地大型連鎖超市業者，協助推廣台灣金鑽鳳梨，擴大台灣農產品乘數效益，有效提升產業發展與經濟產值。本研究擬以個案研究法並以次級資料分析來了解台灣屏東金鑽鳳梨進軍日本市場的效益，透過日本關西地區大果大阪青果株式會社進口屏東金鑽鳳梨，聯合旗下主要合作廠商及其他連鎖超市，並於超市現場設立屏東金鑽鳳梨專區，聯合行銷屏東金鑽鳳梨。此活動得到日方超市熱烈迴響，屏東金鑽鳳梨深受日本民眾的青睞，至上架銷售到活動結束幾乎零耗損，超市也向大果株式會社表示，期望明年可再販售屏東金鑽鳳梨。 On February 26TH, 2021, People Republic of China stated that they found scale insects in the pineapples imported from Taiwan and then announced that the pineapple importation from Taiwan would be terminated completely without any warning. Pingtung is one of the biggest Pineapple plantations in Taiwan and produces 120-140 thousand tons of pineapple every year, with annual output value over NT$ 3 billions. Over 90% of Taiwan’s exported pineapples are sold to China. Hence, Pingtung government decided to commission Chung Chiao Inc. to explore more options to increase the sales volume of Pingtung’s Golden diamond Pineapple exportation to Japan. The trading environment of agricultural products in the world is quite open and free. Under the pressure of the competition of the tropical fruits from south-east Asia, the urgency and necessary of expanding the export market of Twain’s fruit is also increasing. To continuously enhance the brand image of Taiwan’s Golden diamond Pineapples in Japan, this project moved the marketing campaign to the target country and cooperated with Japan’s large chain supermarkets to promote Golden diamond Pineapple. The campaign not only brought multiplier effect to the sale of Taiwan’s agricultural products, but also boosted the industry development and national economic output. This is a case study research and use secondary analysis to understand the benefit of exporting Pingtung’s golden diamond pineapple to Japan. In this study case, Pingtung’s golden diamond pineapples were imported through Daika Osaka Co., Ltd. located in Kansai region, Japan and the company worked with its partners and other chain supermarkets to implement the co-marketing activities. Each of these supermarkets would set up a dedicated sections for Pingtung’s golden diamond pineapples in their store. The promotion activities were a big hit among the Japanese supermarkets and at the end of these activities, almost no pineapples prepared for the promotion is wasted. These participating supermarkets said to Daika Osaka Co., Ltd that they are looking for to sell Pingtung’s golden diamond pineapples next year.
