為了達成讓有機米產銷更有競爭力的目的,本研究以台糖公司有機業務中最早投入有機米種植的雲林區處為研究對象,以策略性行銷工具之SWOT分析(Strengths, Weaknesses, Opportunities, Threats)、行銷策略(Segmentation Targeting and Positioning, STP)、市場營銷組合(Marketing Mix)、與波特五力分析(Porter's Five Forces Analysis),針對有機米市場中所面臨外部環境的機會與威脅與其內部經營的優勢與劣勢進行分析及評價。本研究應用SWOT矩陣推導找出雲林區處經營有機米業務所面對的內部劣勢與避開環境威脅以作為經營策略的參考,再由量化策略規劃矩陣(Quantitative Strategic Planning Matrix, QSPM)決定策略的優先順序來制定有效的解決對策,讓經營者迅速並準確地制定其經營方針。 本研究結果顯示,台糖公司雲林區處經營有機米業務產銷策略方向如下:1.擴大生產面積,達經濟規模效益。2.有效抑制雜草,提高單位產量。3.有機米品種多樣化,供消費者多重選擇。4.研製有機米加工品。5.建置有機碾米廠,以確保有機米品質。6.整合公司資源,節省成本。本研究由上述六項構面,依問題屬性分別擬定出12個目標準則及24種執行方案,藉以有效的提升雲林區處有機米業務之競爭力。
Subject of the study was Yunlin branch of Taiwan Sugar Corporation. The strategies included SWOT, STP, and Porter's five forces analysis. The researcher took the manager’s viewpoints to analyze and evaluate inner elements and outer environment that the salesperson might face. Before the concrete proposal of practical projects, TOWS for marketing strategies and QSPM for the order of priority are essential to the references to organic rice managements. The results indicated six marketing strategies of the organic rice managements in Yunlin branch of Taiwan Sugar Corporation:(1) broaden the measure of production to reach the economic efficiency. (2) press weeds to enhance the unit output. (3) various organic rice provide multiple choices to the customers. (4) produce organic rice products. (5) build organic rice mill to ensure the quality. (6) integrate company sources to save cost.12 objectives and 24 concrete projects based on the six dimensions would enhance the competition of organic rice in Yunlin.