北部地區青年農民蔬菜產業經營管理能力與需求程度關聯之研究

A Studay on the Vegetable Business Management and Counseling of Young Farmers in Northern Taiwan

傅智麟(Chi-Lin Fu) ； 張志展(Chih-Chan Chang) ； 李金玲(Chin-Ling Li) ； 賴信忠(Shing-Jong Lay)

《桃園區農業改良場研究彙報》 81期 (2017/06) Pp. 61-76

摘要

本研究針對北部地區經營蔬菜產業之青年農民為對象，調查分析其「經營管理能力」，作為職能建置及課程訓練編排參考，並提供青年農民經營管理能力自我檢核與進修參考。研究調查以問卷方式，內容包含生產、行銷、人力、研發及財務等方向之五大構面能力與需求，總計回收有效問卷97份。問卷以李克特量表1-5分為依據，受訪之北部地區蔬菜作物青年農民經營管理各構面能力，大致上呈現對該構面知能越低，未來加強需求越高的情況。其中生產構面能力平均分數大於3，其餘均低於3，其中以創新研發方面之能力自評平均數最低僅2.5。問卷結果顯示，受訪農民認為其經營成功關鍵為生產技術（81%），其次為行銷（75%），農民普遍認為具備優良的生產技術才是經營的根本，而找到良好的行銷管道與方法則可穩定產品銷售。64%的受訪農民認為最欠缺的項目為行銷管理；此外，生產技術（38%）也是農民想加強的項目；建議未來在相關訓練課程的安排上，可多規劃這兩門課程來提升農民的專業能力。利用IPA分析各因素經營管理能力與需求程度之關聯，得知創新研發管理構面（農產加工品創新研發能力、農作技術創新研發能力、農作物創新研發能力、行銷手法及模式創新研發能力），與行銷管理構面（產品網路行銷能力、廣告媒體運用能力及品牌建立能力）等之能力較低但需求卻較高，應優先考量輔導，以提升經營管理能力。

關鍵字

青年農民 ； 經營能力 ； 北部地區 ； 重要性-績效分析法（IPA）

並列摘要

In this study, the vegetable industry of business for the northern region targeting young farmers, investigation and analysis of its ＂management capacity＂ as a function organized training courses and build a reference, and provides management capabilities of young farmers and training of nuclear self-check reference. The research survey was conducted in a questionnaire, covering the five major facets of production, marketing, manpower, research and development and finance. A total of 97 valid questionnaires were collected. The questionnaire was based on the Likert scale 1-5, and the young farmers who were interviewed showed that if the knowledge of the faculties was lower, the future demand would be higher. Which produces the average capacity of the faculty is greater than 3, the rest are lower than 3, the average capacity of innovative R & D only 2.5. The results of the questionnaire showed that the respondents believe that the key to success was production technology (81%), followed by marketing (75%). Most of the farmers that have excellent production technology is the most important business to find a good marketing pipeline can be stable product sales. About 64% of the respondents believe that the most inadequate capacity is marketing management. In addition, production technology (38%) is also part of the farmers want to strengthen, it is recommended that the future can plan these two courses to enhance the professional capacity of farmers. In addition, using IPA (Importance-Performance Analysis), we analyzed the relationship between management ability and demand level of each factor, and learned about the R & D management structure of agro-processing products (R & D capability of agro-processing products, R & D of agro-technology innovation, R & D capabilities of crops, marketing techniques and model innovation R & D capabilities) And marketing management (product network marketing capabilities, advertising media use ability and brand building ability) and other low-capacity but high demand, priority counseling should be given to enhance the management ability.

並列關鍵字

young farmers ； management capacity ； northern area ； Importance-Performance Analysis