競爭優勢策略分析之應用－以農友種苗越南公司為例

本文以「創新SWOT矩陣」的概念，將農友種苗越南公司所面臨之資源條件、關鍵因素、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，使公司經營者可清楚瞭解自身的優、劣勢及外部市場的機會與威脅，進而訂定出發展目標與策略。實證結果顯示，公司在內部人員培訓、出貨效率、與農民關係建立等核心資源條件上，以及新品種與技術、辦理觀摩活動與售後服務等產業關鍵成功因素條件中，皆擁有較佳的實質競爭優勢；而對栽培者而言，對於駐區人員服務態度與專業知識，以及品種特性清楚標示，都有較高需求程度。農友種苗越南公司必須要提升其企圖心，與繼續累積能力，才能積極拓展其事業領域進而達成所擬定的目標。

關鍵字

種苗公司；競爭優勢；創新SWOT矩陣

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 Vietnam Known-You Seed Company. In addition, through comparative analysis of “differential matrix”, company may enable operators clearly understand the strengths and weaknesses of itself, opportunities and threats from the external market so that the objectives and strategies may be established for the expansion and development of company. The empirical results indicate that company possess a better substantial competitiveness on the core resource conditions, including the internal staff training programs, shipping efficiency, relationship with farmers, and on the key factors for industry success including new varieties and new technology , cultivating demonstration holded and after-sales service. For farmers, they tend to have higher demands on service attitude and professional knowledge of marketing staff, clear variety characteristics marked on seed bags. According to the findings of this study, Vietnam Known-You Seed Company should increase their ambitions and keep to accumulate energies in order to expand their business areas actively and reach the targets.