台灣農企業在經營管理與行銷企劃之職能與職務研究

本研究以精緻農業為研究主題並針對農企業經營者進行問卷調查，藉由泰山職業訓練中心「精緻農業之經營管理及行銷企劃人才育成模式開發」之計畫，將精緻農業之職務與職能區分為兩大類，分別為「經營管理類」與「行銷企劃類」。首先探討精緻農業之企業經營者經營現況；並分析農企業經營者在不同背景變項下，其經營管理與行銷企劃職務急迫性與重要性以及職能之差異情形。再者，探討經營管理與行銷企劃職務急迫性與重要性以及職能之相關情形。最後，分析經營管理與行銷企劃職務急迫性與重要性對職能之影響。本研究在訪查農企業經營者採用分層抽樣方法，以台灣農家戶口數分佈比例決定應抽取之樣本數，共300份為研究樣本，其研究結果如下： 1.不同分佈地區之農企業經營者在經營管理職務重要性則有顯著差異；不同員工人數之農企業經營者在經營管理職務重要性則有顯著差異；不同招募員工需求之農企業經營者在經營管理職務重要性與職能則有顯著差異。 2.不同年營業額之農企業經營者在行銷企劃職務急迫性則有顯著差異；不同招募員工需求之農企業經營者在行銷企劃職務重要性則有顯著差異；不同證照之需求之農企業經營者在行銷企劃職務重要性則有顯著差異。 3.經營管理與行銷企劃職務急迫性、職務重要性與職能之間有顯著正相關。 4.經營管理與行銷企劃職務急迫性與重要性對職能有正向影響。

關鍵字

精緻農業；經營管理；行銷企劃

並列摘要

This paper investigates the relationship between positions and competency of the business management and marketing planning for Taiwan’s Agricultural corporations. This study uses two approaches, which are factor analysis and canonical correlation, to discuss the relationship between two aspects. Our sample sizes for our survey are 300 copies of Taiwan’s agribusiness operators. This paper has four conclusions as follows. First of all, our results prove that the importance of the business management’s position has a statistically significant effect on the perception level of the employees and recruitment numbers. Secondly, it presents that the background variables on the perception level has no statistically significant effects for positions and competency of the marketing planning , while the sales amount, licensing system and the opening of demand for agriculture courses on the perception level have significant results. On the other hand, our results show that there is a statistically significant and positive relationship between positions and competency of the business management and marketing planning. Lastly, our consequences also tell that the positions of the business management and marketing planning have positive effects on competency.