- 學位論文
竹田鄉花卉產銷班第三班行銷策略之研究
Marketing Strategy for Jhutian Floriculture Production and Marketing Group Number Three
摘要
竹田鄉花卉產銷班位於屏東縣專業生產文心蘭鮮切花外銷至日本市場，是一間具外銷能力之花卉產銷班。產銷班在政府輔導之下，投入建設集貨包裝場，明定的花卉分級標準和標準作業程序，生產優良的品質花卉並且具有高品質形象，企業化經營管理在農業之應用的個案。然而，產銷班面臨著一些挑戰，如日本日幣貶值對花農的影響，以及氣候溫度升高的問題。隨著日本集中的市場，造成很難維持及擴大目前既有的市場，產銷班針對氣候問題進行產品差異化產品的開發，投入其他熱帶蘭花的生產與銷售。 本研究採用個案研究方法，透過訪談法和參與觀察的方式取得相關資料作研究分析，進行產銷班的經營管理探討和行銷策略SWOT調查。以訪談法分別訪談產銷班書記和致力於研究熱帶蘭花產業的政府單位和學術界代表。本研究結果發現產銷班持續推動熱帶新興花卉發展，設立花卉觀光休閒農場作為促進國內市場的銷售平台。
並列摘要
The Jhutian Floriculture Production and Marketing Group Number in Pingtung County majored in producing and exporting the cut flower of Oncidium to Japan. The group had enjoyed good performance with its good quality product and standard procedure for assembly, grading, and packing system for the cut flower. However, the group faced a few challenges, such as depreciation of Japan yen to Taiwan New Dollars and the problem with increasing temperature. With the concentrated market, the former created difficulties for maintaining and not to mention expanding the current market in Japan. The latter issue required differentiated products development. The study conducted a case investigation of the group about their management practices and marketing strategies in terms of their internal strength and weakness as well as the external opportunity and threat. The investigation was done mainly through in-depth interviews with the key decision maker of the groups and two external experts each representing the government and academia who knew the tropical floricultural industry well. The research found that the group has been working on identifying other tropical orchids varieties in supplemental to Oncidium and they formed an agro-tourism farm as a venue to promote the domestic market for their products.