以個案探討臺灣靈芝茸之產業發展

本研究以Y公司個案研究方式分析靈芝茸(Juvenile Ganoderma lucidum)市場之產銷型態，其次透過SWOT分析探討臺灣發展靈芝茸產業的可能性，如生產條件、市場潛力等，以期提出促進靈芝茸產業之產業升級的發展策略。本研究先以波特五力分析，探討Y公司競爭優勢，進而建議該公司採取穩定策略。在生產方面，應該改善生產流程；在銷售方面，則可重新思考產品組合。最後我國靈芝茸產業發展仍有幾項問題待克服：1.產官學制度仍未正常化；2.國內靈芝茸產銷管道有限；3.基礎研究缺乏、致市場區隔性不夠。因此，建議國內靈芝茸業者，必須先從提昇靈芝茸產業本身的競爭力、開發更多用途做起。待新冠肺炎疫情過後，即可結合其他商品行銷，建立獨有的通路與品牌，以提昇產品附加價值，靈芝茸產業始得在臺灣蓬勃發展。

關鍵字

靈芝茸；個案研究；波特五力分析； SWOT分析；發展策略

並列摘要

This study analyzes the production and sales patterns of juvenile Ganoderma lucidum market through a case study of Y company. In addition, this study also explores the possibility of Taiwan's development of the G. lucidum industry by implementing SWOT analysis. Based on the results of Porter's five forces analysis, it is recommended that Y company adopt a stable strategy: In terms of production, Y company should be improved according to PDCA implementation process, while reposition product and new markeitng mix is in need. Finally, there are still several problems to be overcome in the development of Juvenile G. lucidum industry in Taiwan: (1) The manufacturing, government regulation, and academic research has not been established and structured. (2) The domestic production and sales channels of G. lucidum are still limited. (3) Extensive research is lacking and limited, resulting in insufficient market segmentation. Therefore, it is recommended that the domestic juvenile G. lucidum industry must first start by enhancing the competitiveness of the Lingzhi mushroom industry as a whole and developing more uses to increase market demand.