SWOT分析應用於鳳梨釋迦產業經營策略之研究

A Study of Management Strategic by SWOT Matrix Model Analysis on the Application Atemoya Producing-Marketing Groups

蘇東生(Dung-Shung Su)

《臺東區農業改良場研究彙報》 17輯 (2008/08) Pp. 51-72

https://doi.org/10.6959/RBTDAIS.200808.0051

摘要

鳳梨釋迦為台東地區主要栽培經濟作物，經營管理改善，為目前要務，本研究首先陳述農業企業化經營及經營策略等重要性的概念，並將鳳梨釋迦產業進行綜合評估結果分析，以問卷調查結果進行SWOT模式分析，就鳳梨釋迦產業特性提出方案及問題內容說明進行特性要因圖分析之模式，得到鳳梨釋迦產業策略規劃目標。利用競爭類型來分析鳳梨釋迦產業內外在環境，並以價值鏈之各項價值活動找出產業的優勢來源。鳳梨釋迦本身條件的優勢與劣勢，是組織可以加以控制的內部因素，包括有財務資源、技術資源、研究發展、組織文化、人力資源、產品特色以及行銷資源等因素。外部環境的機會和威脅，是組織無法加以控制的外部因素。外部環境之機會經調查為特產性高，不會直接受到加入WTO之衝擊，本類水果，國外仍無長程運輸保存技術，台東地區就土宜品種，已建立一套調整產期之栽培制度，有農會之共同運銷輔導及改良場之生產技術輔導，現有多樣品種，供市場分配及消費者選擇，另有重量及外觀之分級制度，已商品化，建立產區形象，有GAP認證。威脅為加入WTO後，仍會季節性受到其他進口水果影響，產區內部競爭，各產銷班各自作業，力量分散，多病蟲害，易影響品質，若干裂果等生理性病害，仍未能解決。內部環境優勢為開發新產品之意願高，班員向心力強、生產技術優異，且產品每年均獲極高獎項，配合農會進行共同運銷，共同品管、計價，通路流暢。劣勢為缺乏行銷自主性，產銷班組織偏重生產及品質，人力資源未充分利用，產品直銷比率太低，採分耕合運，共同作業方面尚應加強。

關鍵字

SWOT矩陣 ； 經營策略 ； 鳳梨釋迦

並列摘要

Atemoya is the major valuable culture crop. The improvement of management for atemoya is an urgent business. The concept of agricultural enterprise management and management tactic is showed firstly in the study. The atemoya industry is performed with comprehensive evaluation analysis and SWOT analysis by the result of questionnaire. We provide the statement of formula and question content for atemoya industry to perform cause and effect analysis to get the goal of tactic plan for atemoya industry. We analyze the interna and external environment of the atemoya industry by using the model of the competition type, and discover the advantages of this industry from each activity of the value chain. The advantages and the disadvantages of atemoya fro including financial resources, technological resources, research development, organization culture, human resources, and product characteristics as well as marketing resources etc. that the organization can control. The opportunities and threats of the external environment are exterior factors that the organization cannot control. These opportunities of external environment are high specialty, would not have direct impact after joining the WTO, and long-term preservation technology is not been developed yet. We have established a set of cultivation systems on suitable varieties to adjust producing period in Taitung. With assistance from the farmers' associations in marketing, and from the Agricultural Research and Extension Station in producing technology, many varieties could be chosen by markets and consumers. There is a GAP approved grading system, and each grade has been commercialized, and has its own image. The threats are seasonal import of foreign fruits after joining the WTO, the internal competition from the production area, dispersal strength between production and marketing groups, and the grading system, which is still not unified. Besides, easily be infected by pests, and a lot of physiology problems and so on. These problems are yet to be solved. The superiorities of internal environment are the strong wish of developing new products, strong centripetal force of farmers, outstanding production technology, which will earn high award items each year. Besides, farmers also follow farmers' associations in marketing, quality control, and pricing. The inferiority are lacks of marketing independency, and the human resources are not fully used been used because the production and marketing groups focus too much on the production and quality. In addition, low direct sale ratio and the common work aspect still should be strengthened.

並列關鍵字

SWOT Matrix ； Management Strategic ； Atemoya