應用AHP建構台灣蘭花優良品種檢核指標

蘭花是台灣在國際花卉市場上最具市場實力與潛力的花卉產品，深受世界各國消費者的青睞，究其主要原因，乃要歸功於我國在蘭花種苗之育種及繁殖上的卓越成就。臺灣素有「蘭花王國」的美譽，但我國每年產出的蘭花品種因疏於布局、申請、維護、管理、流動運用，與荷蘭的差距勢將越來越小，終將因優勢盡失而喪失市場的競爭力。有鑑與此，本研究著手建構蘭花品種檢核指標，利用焦點團體法及深度訪談法，探討並彙整出蘭花品種檢核指標系統，並以層級分析法（Analytic Hierarchy Process,AHP）計算出優良品種檢核指標之權重，研究結果指出蘭花品種檢核指標乃以需求面為主，其中「市場銷售偏好」為優良蘭花品種的關鍵指標。

關鍵字

蘭花產業；層級分析法；品種檢核；需求導向

並列摘要

Orchids are the most popular flowers in Taiwan and have great business potential in the international flower market, due to the outstanding achievements and the advanced technologies of orchid seeding, breeding and the professional skills of reproduction in Taiwan. Taiwan has long been known as an ＂orchid kingdom＂ due to the prestigious reputation of orchid planting technology. Nevertheless, without the proper strategic planning, the competitive edge Taiwan has over the Netherland’s orchid industry will be lost. This will have a serious impact on the global orchid market of Taiwan. In view of this, this study aimed to create the global layout of Taiwan's orchid industry and develop intellectual protection education and training programs. The strategies of using focus groups and in depth interviews are adopted in this study to explore the feasibility of global orchid species layout. The AHP method was used to establish the weight index of excellent orchid species. The results indicated that the weight index of excellent species will lie on the market demand, and the most crucial weight index was market preference.