全面品質管理、組織學習與市場導向於休閒農業區經營績效影響之研究

A Study of the influence from TQM, Organizational learning and Market orientation on Business performance for Leisure agriculture area

王麗秋(LI-CHIU WANG)

指導教授 ： 王正華

共同指導教授 ： 王昭卿(Chao-chin Wang)

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2013年)

https://doi.org/10.6833/CJCU.2013.00037

摘要

隨著社會經濟發展與產業結構變遷，農業已由初級產業轉型為多元經營產業。休閒農業是結合在地產業、人文與自然生態特色的新型態農業經營方式，農委會訂定休閒農業整體發展計畫，以區域型計畫（Regional Plan）輔導休閒農業經營，改善其投資環境，並鼓勵國內農業邁向國際化，期能創造農村就業機會，提升休閒農業產值，突破農業發展瓶頸，活絡地方經濟。本研究以企業經營管理模式帶入休閒農業區，將全面品質管理、組織學習、市場導向的觀點，來探討休閒農業區之經營績效。
本研究受測對象為園區內經營業者；共計發放330份問卷，回收278份問卷，回收率84.24％。問卷回收後採用SPSS18.0與AMOS18.0統計軟體來進行相關的統計分析工作，以驗證各項假設。
實證結果發現：全面品質管理對組織學習、市場導向有顯著正向影響；市場導向對經營績效除了有顯著正向影響外，對全面品質管理與經營績效有顯著中介效果；而組織學習也有中低度的正向影響。最後本研究提出下列建議，提供休閒農業園區實務運作上之參考：
1. 整合地方資源進行策略聯盟，將「景點＋產業＋文化」結合。
2. 發展地方獨特商品，在地資源從生產製程、體驗活動、商品開發等，讓顧客了解能看什麼、做什麼、買什麼。
3. 加強組織傳承，建立標準運作流程；辦理教育訓練，在地資源培訓與運用。

關鍵字

休閒農業 ； 全面品質管理 ； 組織學習 ； 市場導向 ； 經營績效

並列摘要

With the development of socio-economic and the change of industrial structure, agriculture has been transition from the primary industry to the multi-business industry. Leisure agriculture is a new type of agricultural operation, which is combined with the local industry, the humanities and the natural ecological characteristics.
Council of Agriculture (COA) makes the plan about development of leisure agriculture. To create more career opportunities in rural area, upgrade the output of leisure agriculture, break through the bottleneck of development of agriculture and grow up local economic, COA Uses Regional Plan to assist in operating leisure agriculture, improve the environment of investment and encourage domestic agriculture stepping forward to international. This research uses the view about bringing business management method like total quality management, organization learning and market-orient into the area of leisure agriculture to discuss the operating performance in the area of leisure agriculture.
In this study, the subjects who were tested are the operators in the park, 330 questionnaires were provided. 278 questionnaires were recovered. The percentage of recovering is 84.24%. I use statistical software named SPSS18.0 and AMOS18.0 to do the statistical analysis to testify the assumptions after the questionnaires were recovered.
The empirical results find that: overall total quality management has a significant positive effect on organizational learning, market orientation; and the market-oriented is not only has significant positive impact on operating performance, but also has significant mediating effect on overall total quality management and business performance; in addition, has lightly positive impact on organizational learning. Overall, our findings suggest following recommendations for leisure Agriculture Park on the practical operation:
1、To link of local resources to carry out strategic alliances, by means of combining attractions, industry and culture.
2、Develop local unique products, which are use local resources from production process, experience activities, to product development. For the purpose that let customers understand what be able to see, to do, and what to buy.
3、Strengthen the inheritance of organization and set up the standard operating processes; and conduct education training, put the local resources to use

並列關鍵字

Leisure agriculture ； Total Quality Management ； Organizational Learning ； Market Orientation ； Business Performance

參考文獻

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