台灣食品企業申請清真食品認證關鍵成功因素之研究

蔡英文總統於2016年8月16日提出《新南向政策綱領》，而清真商機是其中重要的一環。推動台灣食品企業申請清真食品認證是食品業的重要課題，本研究主要目的是為了分析影響台灣食品企業申請清真食品認證之關鍵成功因素，透過文獻探討及修正式德菲法專家問卷，確認台灣食品企業申請清真食品認證之主要及次要關鍵成功因素。接續運用層級分析法計算次要關鍵成功因素之權重及排序。研究結果發現「行銷策略管理」構面為排序最優先的構面，而整體權重由高到低依序為「目標市場選擇」、「設備、採購等生產成本」、「市場開發」、「正確的產品定位」、「企業的財務支持」等。建議食品企業可以針對企業內部之行銷策略管理進行改善，將有助於提升台灣食品企業申請清真食品認證的意願。

關鍵字

食品企業；清真食品認證；關鍵成功因素

並列摘要

On August 16, 2016, President Tsai Ing-wen proposed the "New Southbound Policy Program", and the halal business opportunity is one of the important parts. The main issue of the food industry in Taiwan is to promote the Halal Food Certificate to Taiwaness food companies, so the major purpose of this study is to analyze the main and secondary key success factors of affecting the application of Halal Food Certificate for Taiwan Food Industry, which are proved by the research documents and the Modified Delphi Method. This study also implements the Analytic Hierarchy Process to calculate the weight proportion and order of secondary key success factors. The result shows that the marketing strategy management is the most significant factor, and the overall weights from high to low are "target market selection", "equipment, procurement and other production costs", "market development", "correct product position", "corporate financial support", etc. It is recommended that the food companies can improve the marketing strategy management, which will help increase the willingness of Taiwaness food companies to apply to the Halal Food Certificate.