我國蝴蝶蘭產業價值活動之實證研究：應用網絡分析程序法（ANP）

近年來我國農業生技產業蓬勃發展，蝴蝶蘭產業已成為我國具有代表性的農業生物科技產業之一。然而我國蝴蝶蘭產業經營型態不若西方國家以大型農企業組織方式經營，因此在面對荷蘭等以大規模及策略性競爭的威脅下，我國蝴蝶蘭產業如何維持優勢及創造價值，以至永續經營乃為重要之課題。本文採用網絡分析程序法（Analytical Network Process，以下簡稱ANP），希望從整體產業的觀點，確認我國蝴蝶蘭產業中之關鍵價值活動。研究結果發現影響我國蝴蝶蘭產業競爭優勢的關鍵價值活動為掌握市場趨勢之能力、生產風險控管能力、協助優良品種參展及比賽、建立全球蘭花市場資訊、花卉／苗體運輸管理能力、分析規劃人力資源趨勢及快速病毒檢疫與隔離程序。最後根據上述研究結果，研擬我國蝴蝶蘭產業的發展策略，提供政府及廠商決策之參考，籍以提升我國蝴蝶蘭產業之競爭優勢。

關鍵字

農業生技產業；蝴蝶蘭產業；價值鏈；網絡分析程序法

並列摘要

In the rapid development of Taiwan's agricultural biotechnology industry, the phalaenopsis industry becomes more than representative ones. Taiwan's phalaenopsis companies are small or medium- sized ones that are not like the large-sized and commercialized ones in the Holland. In the face of strategical competitive threat from foreign competitors, how the related stakeholders promote the phalaenopsis industry to have the competence advantages, to add values and to become sustainable development. This study used the analytical network process (ANP) method to derive key value action for competitive advantages in promotion of value chain in Taiwan's phalaenopsis industry. The result showed that grasps ability of the market trend, control ability of production risk, assists the improved seed participation and the competition, establishes the global orchid market information, flowers/ Seedling transportation management ability, analysis of human resources tendency and the fast viral quarantine with isolates the procedure are key value action for competitive advantages in Taiwan's phalaenopsis industry. These strategies can provide Taiwanese government and businessmen a powerful instrument in decision making and raise the competitive advantages in related industries.