香菇產業分析與關鍵成功因素之研究-以台中縣新社鄉為例

Study on the Analysis of Mushroom Industry and It's Key Success Factors－A Case of Shinshe ,Taichung.

廖伯基(po-chi Liao)

指導教授 ： 段兆麟

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

本研究宗旨係就香菇產業生產情勢，現有產銷概況及問卷調查分析，以中部新社鄉為範圍，先進行香菇產業競爭力分析，利用Porter(1985)所提鑽石模型理論之六大構面分析香菇產業的生產因素、需求條件、相關產業和支援產業表現、產業的策略、結構和競爭對手、機會與政府的角色（政策），以及利用Porter五種競爭力分析，以瞭解產業的競爭態勢。然後結合及彙總產業/事業專家分析法，歸納出產業關鍵成功因素的來源基礎，最後找出及確認關鍵成功因素，並綜合各項研究結果據以提出具體之香菇產業產銷結構調整之方向。

一、本研究之重要分析結論敘明如下：

（一）現階段產業發展面臨之問題以成本市場環保經營規模為重。
（二）產業發展以生產、行銷、研究與發展為最重要之關鍵成功因素。
（三）此外在政府加強查緝走私、輔導廢棄太空包處理場之設置、低利
貸款以及吉園圃和生產履歷的推動等，亦都是產業競爭優勢來源。
（四）衡量現今本省香菇產業之市場需求、應利用生物技術開發香菇萃
取物以增加產品附加價值，為一產業永續發展未來可行之方向。

二、產業發展未來可行之方向：

（一）積極培訓、延攬產業研發、生產及行銷人才。
（二）組織菇類產業策略聯盟、產業結構加速調整、發揮經濟規模效率
與技術效率。
（三）建立產銷預警制度、發展食品加工，企業化經營帶動產業發展。
（四）與地方文化、產業、教育、休閒相結合，建立特色。

關鍵字

香菇 ； 關鍵成功因素 ； 產業分析 ； 競爭優勢

並列摘要

The purpose of this research is to help the mushroom industry to find out the best marketing strategy by analyzing the circumstance of the mushroom production, the survey of marketing situation and the questionnaire. Take Hsinshe, the middle of Taiwan, as a scope. First, analyzing the competitiveness of mushroom industry, including the factors of production, the demand condition, the correlation industry and the performance of supported industry, the strategy, the structure, the competitor, and the chance of the mushroom industry, and the role (strategy) of the government by using Michael Porter’s Diamond system and his five forces analysis to get to know the competitive abilities. Then, unifying and compiling the industrial / enterprise expert analytic method to conclude the foundation of success. Finally, finding out the key success factor and adjusting the marketing structure of the mushroom industry according to the results of the research.
The important conclusion of the paper explains clearly as thefollowings:
First, the development of mushroom industry faces these important questions: the money, the market, the environmental protection, and the scale of management at the present stage.
Second, the most important key successful factors are: production, marketing, research and development.
Third, in addition the government can do the followings to raise the competitiveness: strengthening smuggling, helping to build a place for dumping used bags, providing the loan with low rate, as well as encouraging joining the GAP (Good Agricultural Practice) and traceability system.
Forth, considering the marketing request, using the biological technique to get the extract of mushrooms to increase the value of the product, and in the future this is the possible and the only way to let the mushroom industry on sustainable development.
Direction of development:
First, positively training and hiring people in research, development, production and marketing.
Second, organizing mushroom industry strategic alliance, adjusting industrial structure, display efficiency of economy and technique.
Third, establishing production and marketing early warning system, the development food processing industry and the enterprise management to give the impetus to industry
Forth, unifying with the local industry, culture, education, and leisure to make distinguishing feature.

並列關鍵字

Mushroom ； key successful factors ； Industrial analysis ； Competitive Advantage

參考文獻

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