馬來西亞國產無螫蜂蜜SOWT分析及經營策略之研究－以鼎立農場為例

Research on The SWOT Analysis and Management Strategy of Malaysian Domestic Stingless Bee Honey- Three Pillas Farm as an Example

余良豪(Yew Leong- How)

指導教授 ： 蔡青園

國立屏東科技大學/管理學院/農企業管理系所/碩士(2020年)

https://doi.org/10.6346/NPUST202100004

摘要

本研究以馬來西亞國產無螫蜂蜜產業分析研究，並針對鼎立農場提出經營策略，作為鼎立農場規劃及發展改進之參考，利用SWOT分析法歸納出經營策略之建議，提供相關業者未來制定經營方向與市場發展之參考依據。

本研究依據研究結果的高度相關進行策略決策提出建議1.農場無螫蜂蜜生產成本相較於一般業者低，未來可朝向更多副產品研發。2.蜂蜜為健康天然食品，近幾年健康意識抬頭，可多投入醫藥上的研發及突破，增加無螫蜂蜜的競爭優勢。3.蜂種採用本地野生種，未來可朝向提供學術界之研究，提高未來生產無螫蜂蜜之產量及品質。4.無螫蜂蜜的單位產量太低，導致成本高，透過投入學術界之研究，提升無螫蜂蜜的單位產量。5.因蜂種為本地野生種，雖然為農場一大優勢，但近年環境遭受破壞，大量砍伐森林，必須多注重環境保育及種植蜜源植物，避免產生威脅。6.消費者對無螫蜂蜜資訊不發達不夠瞭解，因此可能需要建立知識相關課程或活動，藉此教育消費者如何分辨好的國產無螫蜂蜜。7.國產無螫蜂蜜產量不穩定且品質不一，可加強環保意識及多種植蜜源植物，減少大量砍伐森林。8.透過多與官方溝通，建立標準，推廣國產無螫蜂蜜，加深一般消費者對國產無螫蜂蜜之瞭解。

關鍵字

SWOT分析 ； 經營策略 ； 波特五力 ； 國產無螫蜂蜜

並列摘要

This research is based on Malaysian domestic stingless bee honey production analysis and research in order to propose a management strategy for Three Pillas Farm as a reference for its business planning and development improvement. This strategy is developed by using SWOT analysis to summarize and to provide relevant businesses with future management direction and market development. This study suggests the following strategies based on the highly correlated results of the research. 1. The production cost of stingless bee honey is lower than the general honey production industry, therefore it could develop more secondary products in the future. 2. Honey is a natural healthy food and health awareness has increased in recent years, it could participate in more medicinal research and breakthrough to increase the competitive advantage of stingless bee honey. 3. Local wild bee species were adopted, it could provide academic research in the future to improve the yield and quality of stingless bee honey. 4. The unit production of stingless honeybee is extremely low and lead to increased cost. It could increase the unit production through academic research and study. 5. Even though it is a major advantage for the farm as it uses local wild bee species, the environment has been destroyed in recent years due to large scale of deforestation. It will need to focus on the conservation of the environment and growing of nectar plants to avoid any possible threats. 6. Consumers have low understanding about stingless bee honey, therefore it might be needed to create knowledge related courses or activities to educate consumers on how to distinguish good domestic stingless bee honey. 7. The production of domestic stingless bee honey is unstable and of different quality, it could strengthen the awareness of environmental protection, grow more nectar plants and reduce deforestation. 8. Through more communication with the government to establish standards and promote domestic stingless bee honey, consumer will get more understanding of domestic stingless bee honey.

並列關鍵字

SWOT Analysis ； Business Strategy ； Michael Porter’s Five Force Model ； Malaysia Domestic Stingless Bee Horney

參考文獻

參考文獻

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