九如鄉農會超市競爭力個案研究

A Study on Supermarket Competitive Forces—The Case of Chou-Zu Farmers’ Association

盧泰安(Tai An-Lu)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2007年)

摘要

農會超市為一區域型商店，是農會之經濟事業部門所經營之超市，所以不似連鎖經營的超市及各大賣場完善，且經營規模不大，消費顧客群大多數為當地居民。本文以九如鄉農會超市為個案研究，將資料蒐集、訪談資料等，以五力分析、SWOT分析之基礎來探討九如鄉農會超市競爭力，主要結論有：
1.農會超市屬於利基型超市，須強化特色農產品、產地直營生鮮產品，來 增強與其他超市區隔。
2.對於農會超市管理幹部、員工等，人員之授權、專業技能、薪資、福利等制度，決策者需更加重視並改善，對農會超市經營發展應有直接影響。
3.聯合採購制度立意雖佳，但如無法有效監督管理，而降低聯合採購應有功效，監督管理者要更積極參與，以謀求各會員店最佳利益，並能提供民眾物美價廉之商品。
4.開發農會品牌及策略聯盟提供植物性產品，把九如鄉農會超市有特色產品，加強市場行銷。

關鍵字

農會超市 ； 五力分析 ； SWOT分析

並列摘要

A farmers’ supermarket is a regional store. Because it is operated by the economic development section of a regional farmers’ association, its service and facilities are not as completed as other super/hyper markets. Besides, its scale is not as big as that of any super/hyper market, and its consumers are mostly from the residents in the neighborhoods.
The thesis takes the case of Jiu-Ru Farmers’ Supermarket to study its competitiveness by applying five force analysis and SWOT analysis to the data and information gathered from data collection and interviews, and then obtained the primary conclusions as follows:
1. Farmers’ supermarket is located in the segment of niche market. Therefore it is required to reinforce its differentiation from other supermarkets by featuring its characteristic agricultural products and the fresh produce directly sold by the farmers who produce it.
2. The management must think highly of and elevate the systems that especially have direct impacts to the operation of farmers’ market, which including empowerment, professional skills, salary, and welfare to the management trainees and the employees.
3. Cooperative purchasing, created with a great origin, but if not under effective supervision, its effects will decrease. Therefore, the management authorities need to be more enthusiastic toward operating it and try their best to get the optimum benefits for their membership stores and provide the consumers with products with excellent quality and in reasonable price.

4. Adopt the strategy of creating farmers association(s)’ own brand(s) and providing the products made of plants in such own brand(s) through the channel of strategic alliance. Reinforce marketing for the characteristic products that provided by Jiu-Ru Farmers’ Supermarket.

並列關鍵字

Farmers’ supermarket ； five force analysis ； SWOT analysis

參考文獻

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董國昌、莊東岳，1995，農會超市經營診斷-個案分析，商業職業教育，61期，3-14。

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