乳羊場行銷策略之擬定

Marketing Competitive Strategy in Goat Milk Farm

顏財發(Tsai-Fa Yen) ； 陳淑恩(Shwu-En Chen)

《生物與休閒事業研究》 3卷1期 (2005/06) Pp. 57-81

https://doi.org/10.30133/BLIR.200506.0004

摘要

本研究之研究目的為利用內外部環境分析，找出乳羊場的機會、威脅、優勢、弱勢，提供給乳羊場改善經營之參考。本文以屏東縣某個案乳羊場為研究之對象。由次級資料蒐集及深入訪談的結果，為SWOT整合分析之依據。其中以Michael E. Porter所提出的五力分析審視企業外部的機會、威脅；以Lawrence R. Jauch & William F. Glueck所提的五項企業功能進行企業內部的優勢、弱勢分析；再以SWOT分析方法整合結果，提出乳羊場之行銷競爭策略。根據SWOT分析結果，本研究研擬之行銷競爭策略分別為強化優勢策略、補足弱勢策略、去除威脅策略及掌握機會策略。並依據四種不同的策略，規劃出產品、價格、通路、促銷之具體因應措施。

關鍵字

乳羊場 ； 五力分析 ； SWOT分析

並列摘要

The purpose of this research is to apply SWOT to analyses the opportunities, threats, straights and weaknesses of goat milk farm. The subject of this research is one of goat milk farms in Pingtung. The results of the second materials and deep interview are as the gist of SWOT analysis. The opportunities and threats in outside management are analyzed by the five force analysis from Michael E .Porter. The straights and weaknesses in inside management are analyzed by the five functions in management from Lawrence R. Jauch & William F Glueck. Then, we present the results of above analysis by SWOT analysis. In the end, we provide the marketing strategies according to the results of SWOT analysis. The strategies we provide in this research are to buildup the straights strategies, to complete the weaknesses strategies, to exclude the threats, and to control the opportunities strategies according to the results of SWOT analysis and make the cope ways in products, price, place and promotion according the four different strategies.

並列關鍵字

Goat milk farms ； Five force analysis ； SWOT analysis