內門火鶴產業競爭力分析–以田美花卉農場為例

本研究探討田美花卉農場所面臨發展困境、以五力分析內外在環境的因素影響，瞭解產業發展過程、運作模式。研究重點包括：一、產業發展概況；二、田美花卉農場的競爭優勢；三、競爭者的垂直整合發展模式；四、相關業者轉型；五、未來產業發展。研究方法以質化研究為基礎，運用次級資料蒐集與深度訪談進行個案研究。研究結論：一、田美花卉農場往成本面、品質、收益面去考量未來發展模式，降低生產成本提升利潤競爭優勢自然顯現；二、垂直經營運銷整合，花卉農場(種苗、育苗、生物菌、鮮切花出口、自有通路)有效率掌握品質。品牌差異化與管理者創新改革能力作為田美花卉農場經營策略。

關鍵字

競爭優勢；創新； SWOT分析；經營策略；火鶴產業

並列摘要

This study explores the development dilemma faced by Tian Mei flower farm, analyzes the influence of internal and external environmental factors, and understands the industrial development process and operation model. Research priorities includes: 1.the general situation of industrial development. 2.the competitive advantage of Tian Mei flower farm. 3.the vertical integration development model of competitors. 4.the transformation of related industry. 5.the future industrial development. The research method is based on qualitative research and uses sub-data collection and in-depth interviews for case studies. Research conclusions: 1.considers the future development model of Tian Mei flower farm, in terms of cost, quality and income, and reduces production cost and rises profits. 2. the vertical operation and marketing integration, flower farms (seedlings, biological bacteria, fresh cut flowers exports, own channels) to effectively master the quality.