農會創新經營模式個案研究

隨著環境變遷時代進步，農委會於 2009 年提出「精緻農業健康卓越方案」，明確定義精緻農業為實現高效益、高品質及高附加價值的農業生產統合過程，是行政院六大新興產業方案之一。由此，台灣農業面臨轉型期，從生產導向逐漸走向生活、生態導向，如何發揮文化與地方特色，傳統農會在現今的體制下如何加速走向企業現代化的經營，尤其是必須結合產業創新與品牌經營，兩者內外兼顧，才能在大環境的競爭下，拓展出本土農業的新局面。利用有限資源創造無限可能，重塑農村風情，打造樂活休閒島，使其成為具有競爭優勢之創新產業，為農業產業生存之關鍵。本研究以個案研究農會創新經營模式，透過實地訪談、文獻回顧等不同來源蒐集，進行相關資料分析歸納與分層解釋，將農會創新經營關鍵分為農會創新經營模式、創新驅動因素及創新成功因素等三個構面。

關鍵字

行銷策略；產業創新；競爭優勢；關鍵成功因素

並列摘要

With the changes of the environment and the progress of the times, the (Executive Yuan) Council of Agriculture put forward the "Excellence Project for Health and Well-being of Quality Agriculture" in 2009, which clearly defined quality agriculture as an integrated process of agricultural production that achieves high efficiency, high quality and high added value. It is one of the six emerging industry programs in the Executive Yuan. Therefore, how to promote the rural culture and local characteristics, and how to make the traditional farmer’s associations to be the modernization management and operation in agriculture enterprises is a transitional period that Taiwan's agriculture needs to face, from production-oriented to life-oriented and ecological-oriented. Under the competition of the big environment, it adopts the method of combining industrial innovation and brand management, taking into account both internal and external, to expand a new situation of local agriculture. It is the key point that making agriculture to be an innovative industry with competitive advantages by utilizing limited resources to create infinite possibilities and reshaping rural customs, and building LOHAS Leisure Island. The key to innovative management of farmer’s associations is divided into three aspects:　 innovative business models, innovation driving factors and innovation success factors. This research studies the innovative business model of farmer’s associations in a case-by-case way, and conducts analysis, induction, interpretation and summary through in-depth interviews and literature review.