本研究之動機係肇於近年來,因化工合成或含毒之食品事件頻傳,連環引爆國內各項食品安全議題,讓國人對日常飲食更為謹慎,食材來源與安全性更成為消費者購買食之重要考量依據。本研究目的旨在透過經營診斷與經營策略分析之程序,瞭解採用臺灣良好農業規範,並完成產銷履歷認證農園之經營管理的可行策略。研究方法係採用文件分析、深度訪談、環境觀察等方法進行個案分析研究,並以三角檢驗法確認蒐集所得資料之正確性。文獻分析、訪談及觀察記錄結果,透過管理學之生產、行銷、人事、研發、財務等五管內容,進行個案之經營診斷分析與討論。最後將經營診斷所得結果以SWOT配對分析矩陣進行競爭性策略分析,據以提出發展策略、突破策略、改進策略、因應策略等四個構面之產銷履歷認證農園的經營競爭性策略建議。
Due to recent incident of compound toxic ingredients in food, which has lead to series of domestic debates in food security issue. Food ingredient resources and safety become an important basis when purchasing. The purpose of this study was to employee management diagnosis and strategic analysis to understand the feasibility of Taiwan Good Agriculture Practice (TGAP) Farm management. Literature review, interview, and environmental observation were adopted for data collection. Data was analyzed through SWOT in perspectives of production, marketing, personnel, development, and financial for Management Diagnosis and Strategic Analysis. This research further proposed feasible strategies for content development and management of Taiwan Good Agriculture Practice Farm.