創新SWOT矩陣分析花蓮縣富里鄉農會碾米廠競爭優勢之研究

Using Innovative the SWOT Matrix to Analyze the Competitive Advantages of the Fu-Li Farmers' Association Rice Mill in Hualien County

陳榮聰(Rung-Tsung Chen) ； 戴劍鋒(Chien-Feng Tai) ； 彭克仲(Ke-Chung Peng)

《台灣農學會報》 13卷5期 (2012/10) Pp. 487-511

https://doi.org/10.6730/JAAT.201210_13(5).0005

摘要

本研究以「創新SWOT矩陣」的概念，將花蓮縣富里鄉農會碾米廠所面臨之資源條件、關鍵技術、顧客及競爭對手，依其影響種類、程度予以量化，並透過「差異矩陣」之比較分析，使經營者深入瞭解農會組織的優、劣勢及外部市場的機會與威脅，進而訂定出其碾米廠未來之發展目標與策略。實證結果顯示，碾米廠在與稻農關係建立、庫存數量管理、生產效率等核心資源條件上，以及顧客關係與自動化生產等產業關鍵成功因素條件中，皆擁有較佳的實質競爭優勢，而對消費者而言，產品新鮮度、口感、品質與生產過程的安全性，以及購買便利性需求，都有較高需求程度。面對全球化及迅速的市場變化，花蓮縣富里鄉農會應積極著重於品種與技術研發，進而提升稻米的品質並可提供產品多樣性供消費者選購，另在運銷通路上，除需維持與稻農之良好關係外，並加強廣告媒體宣傳以提高市場佔有率，進而達到永續經營之目標。

關鍵字

競爭優勢 ； 創新SWOT矩陣 ； 碾米廠

並列摘要

In this study, the innovative SWOT matrix” concept was adopted to analyze the resource conditions, key technologies, customers and competitors faced by the Fu-li Farmers' Association rice mill in Hualien County. The categories and the degree of impact were quantified and the Difference Matrix Comparison of analysis was used to obtain the results to give the operator an in-depth understanding of the advantages, disadvantages, the external market opportunities and threats of the farmers' organizations. This can help the operators to set the objectives and strategies of future development. The empirical results indicate that the rice mill has competitive advantages when it comes to the core resources, including the relationship between rice farmers, inventory management and production efficiency. For consumers, product freshness, taste and quality, the security of the production process and the convenience of purchasing are highly required. Facing globalization and rapid changes in the market, the Fu-li Farmers' Association in Hualien County should actively focus on varieties and technology research and development, there by enhancing the quality of rice and provide product diversity for consumers. In the marketing channel, it needs to maintain good relations with the rice farmers and to strengthen the advertising media campaigns to increase market share, thus achieving the goal of sustainable management.

並列關鍵字

competitive advantages ； innovative SWOT matrix ； rice mill