競爭優勢策略分析之應用－以花蓮縣富里鄉農會碾米廠為例

An Application of Competitive Strategic Analyses to the Rice Mill of Fuli Farmers' Association in Hualien Country

陳榮聰(Jung-Tsung Chen)

指導教授 ： 彭克仲

國立屏東科技大學/管理學院/農企業管理系所/碩士(2007年)

https://doi.org/10.6346/NPUST.2007.00028

摘要

本文以「創新SWOT矩陣」的概念，將花蓮縣富里鄉農會碾米廠所面臨之資源條件、關鍵技術、顧客及競爭對手，依其影響種類與程度予以量化，並透過「差異矩陣」之比較分析，使花蓮縣富里鄉農會經營者可清楚瞭解農會本身的優、劣勢及外部市場的機會與威脅，進而訂定出其碾米廠之發展目標與策略。
實證結果顯示，碾米廠在與稻農關係建立、庫存數量管理、生產效率等核心資源條件上，以及顧客關係與自動化生產等產業關鍵成功因素條件中，皆擁有較佳的實質競爭優勢，而對消費者而言，產品新鮮度、口感、品質與生產過程的安全性，以及購買便利性需求，都有較高需求程度。
由於市場變化，花蓮縣富里鄉農會應積極著重於品種與技術研發，進而提供產品多樣性，而在運銷通路上，則需維持與稻農之良好關係及加強廣告媒體宣傳提高市場佔有率，才能達到永續經營之目標。

關鍵字

競爭優勢 ； 創新SWOT矩陣 ； 碾米廠

並列摘要

Through applying the concept of “creative SWOT matrix”, this study was aimed to assess the factors including the resources, key techniques, customers, and competitors encountered by the rice millers in Fuli Township Farmers’ Association in Hualien County. In addition, through comparative analysis of “differential matrix”, the farmers of the Farmers’ Association in Fuli Township, Hualien County may enable operators clearly understand the strengths and weaknesses of the Farmers’ Association, opportunities and threats from the external market so that the objectives and strategies may be established for the expansion and development of the rice millers.
The empirical results indicate that the rice millers possess a better substantial competitiveness on the core resource conditions, including the relationship with rice farmers, inventory management, production efficiency, and on the key factors for industry success including customer relations and production automation. For customers, they tend to have higher demands onfreshness, taste, and quality of products as well as safety of production process, and convenience of purchase.
According to the findings of the study, Hualien County Fuli Township Farmers’ Association should focus more on research and development of various brands and techniques in order to provide diverse products due to the market changes. In addition, in terms of logistics and marketing channels, it is essential for the association to maintain a good relationship with rice farmers and enhance advertising in commercial media so as to improve market share for a sustainable management of the industry.

並列關鍵字

Competitive Advantages ； Creative SWOT Matrix ； Rice Miller

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