全球化競爭下蝴蝶蘭經營策略管理

陳軍任(Chen,Junren)

指導教授 ： 鍾憲瑞

國立中正大學/管理學院/高階主管管理碩士在職專班/碩士(2013年)

摘要

蝴蝶蘭產業啟蒙由育種與趣味栽培者開啟，近20年來開始商業化大規模栽種蝴蝶蘭。但在全球化競爭環境下國際大型種苗商也趁勢而起，同步在全球各地開拓市場；大型種苗商具有花卉產業大量商業化營運經驗與市場銷售通路，因此其依靠過往經營基礎例如於歐洲銷售憑藉拍賣制度；大型傳統行銷通路及過往花卉植物的產業分工。目前台灣蝴蝶蘭業者在規模上與目前歐美市場的競爭者與客戶端相比規模都有一段的差距，因此如何在公司規模差異懸殊的情形下讓蝴蝶蘭產業在全球化競爭下如何創造新的附加價值。在全球化競爭下台灣蝴蝶蘭自以往家庭式管理逐步企業化經營管理。在全球化分工與競爭下台灣中小型企業為主的蝴蝶蘭種苗公司如何透過新的思維與新的核心能力，以維持在全球種苗供應商的一席之地。
因此本次研究希望透過重新定義價值鏈、產業疆界、透過波特5力分析與SWOT分析等研究方法，尋求在國際化競爭下中小型蘭花種苗公司經營策略的新方向。探討台灣蝴蝶蘭產業面臨國際競爭及經營策略轉型必須要面對及解決的要素，尋求在國際化競爭中中小型蘭花種苗公司的永續經營的新經營策略。因此本研究認為具一定規模的中小型蝴蝶蘭種苗公司可具備一定比例的前段產能形成在水平的產業結構中創造了局部的垂直化與形成群落的方式運作。轉換產品生產線增加自身經濟規模強化自身競爭力。

關鍵字

價值鏈 ； 蝴蝶蘭

並列摘要

Enlightenment of Phalaenopsis industry was open by breeders and interested growers. Large-scale commercialization of planting Phalaenopsis just began in the recent 20 years. However, international large size seed suppliers also rose up this global competitive environment to simultaneously develop market; large size seed suppliers have lots of experience in commercialization operation and marketing channel, based on previous business foundation such as auction system in Europe; large size traditional marketing channel and previous industrial division for flower plants.

Compared with competitors and end-users in the current Europe and America market, the current Phalaenopsis suppliers in Taiwan has quite a wide gap on the scale. Therefore, how to create new added value for Phalaenopsis industry under global competition with significant different company size. Taiwan Phalaenopsis is gradually going forward from family type management to enterprise-oriented operation under the global competition. How will Taiwan Phalaenopsis seed companies based on medium-small size enterprises maintain places in global seed suppliers through new thinking and new core competence under global division of labor.
Therefore, this study hopes to seek new directions of operating strategy for medium-small size Phalaenopsis seed companies under international competition through Porter 5 Forces Analysis and SWOT Analysis methods, etc. The study is trying to look for new operating strategy for sustainable operation of medium-small size Phalaenopsis seed companies by exploring elements that Taiwan Phalaenopsis industry must face and resolve under international competition and business strategy transformation. As a result, this study thought any one of medium-small size Phalaenopsis seed companies with a certain scale can operate in a horizontal industrial structure produced from the forepart capacity with a certain proportion to create a local verticality and community. Transforming production line will increase one’s own economical scale to reinforce competition.

並列關鍵字

value chain ； Phalaenopsis

參考文獻

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