2002年進入WTO後，農產品與農產加工品面臨國際相當強大的競爭。為加強國產農產品的競爭優勢及維護我國農民權益，本研究以知識管理的角度切入，企圖探討我國主要國產水果品牌的消費行為及品牌形象之經營。本研究的主要目的有三，包括：一、瞭解市場區隔中目標對象對於國產主要水果品牌的品牌形象經營相關面向，包括：品牌視覺設計、品牌識別、品牌喜好、品牌態度。二、瞭解目標對象有關於國產主要水果品牌的消費行為。三、提出國產主要水果品牌的品牌行銷推廣策略之建議。本研究之研究方法採用深度訪談法及問卷調查法。研究發現：光有品牌標誌與名稱並無法建立消費者的印象及好感度，必須編列經費進行行銷傳播，以達到預期效果；行銷傳播溝通的途徑上，媒體報導與置入行銷手法較容易被消費者接受；由於消費者對於國產水果普遍仍以產地為主要印象，未來在建立新品牌或進行品牌傳播時，最好能結合產地的印象以提高品牌記憶度。

Since the entrance as a member of World Trade Organization, Taiwan agricultural products have faced a dramatic competition. In order to strengthen the competitive advantages for Taiwanese agriculture products and enhance farmers' welfare, the study is to investigate from the perspective of knowledge management to focus on the consumer behavior and the issues of brand image management. There are three purposes included in the study. They are: 1. To identify the brand image of Taiwanese major fruit brands, including their brand visual design, brand preference and brand attitude. 2. To examine the consumer behavior of Taiwanese major fruit brands. 3. To provide the marketing and promotion executions for the references to the agricultural business. The study found that there will be very difficult to establish consumers' positive image and preference only through their brand logo and brand name, the author suggests the industry need to provide budget for those fruit brands for executing marketing communication. In the communication channels, news report and product placement will be easily accepted by local consumers. Since most of consumers will make a connection between fruit farming place with the specific kind of fruit, it will be easy to enhance the brand recognition while the fruit link with the farming place in the future brand communication.