創業家精神與經營績效關聯性之研究－以彰化木屋咖啡館自然栽種火龍果為例

On the Relationship between Entrepreneurship and Business Performance: A Case Study on the Naturally Cultivated Pitayas from Chang-Hua Wooden Cafe

林綠蓉(Lu-rong Lin)

指導教授 ： 黃寶慧

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

據中華有機農業協會報導，臺灣地區現有的有機食品市場呈現大幅度成長之趨勢，於2005－2009 年期間，年均增長率為30 %（雖說台灣有機市場目前之總體規模僅有5,000 萬美元，與先進國家相較下，臺灣有機食品市場尚存成長空間）。不同於以往的相關研究，本論文並不過度關注於國內有機農業的市場變革或者文化價值的轉變。鎖定特定的有機農業創業者，如何因應原有的農業產業危機，並從而創造出不一樣的農業生產、行銷模式，這些相關的歷程正是本論文的重要焦點。
本研究採行質性研究之個案研究的方法，以彰化木屋咖啡館為研究個案，於2010－2011 年間與彰化木屋咖啡館之經營者，針對創業家精神之相關研究進行多次訪談。同時，本研究也針對其他五種不同有機農產品之通路，就產品類型、消費者族群、行銷策略、技術門檻等面向，進行必要的參訪與比較。
研究結果發現：經營者觀察力敏銳，除了洞悉到有機農業與休閒農業的結合過程是未來市場趨勢，同時也運用行銷策略將火龍果與有機題材作結合，並搭配 LOHAS 樂活行銷與媒體行銷、複合式經營、參與式農業等策略，締造出亮麗的經營績效，創造「樹梢上的紅寶石」之傳奇－自然栽種火龍果。此外，本研究將加入對照組作為驗證(亦即，既有市面上相關的有機通路與行銷策略)，藉以檢視個案中經營者之創業家精神，進而驗證影響經營績效的最大推手。
簡而言之，彰化木屋咖啡館之劉文俊先生的個案可以使我們發現，企業主的策略思維如何使個案公司能夠在有限資源底下，引領著自身的事業，走向成功之路。最後，本研究希望透過深入探討與分析，提供學界與業界創業成功之案例。

關鍵字

經營績效 ； 參與式農業 ； 複合式經營 ； 創業家精神 ； 有機農業

並列摘要

According to Chinese Organic Agriculture Association, the organic market has gained a great expansion in recent years in Taiwan. During 2005-2009, the market size is enlarged by 30%, although the total scale is still modest in comparison with the advanced countries, such as the Western ones. In this dissertation, rather than focusing on structural or cultural changes the organic market has underwent, we try to emphasize on the organic entrepreneurship in Taiwan. With a case study on naturally- cultivated Pitayas from Chang-Hua Wooden Café, we attempt to demonstrate the process how a specific, successful organic entrepreneur deals with the agricultural crisis so as to bring to life a creative way for business and marketing.
Drawing upon the case study of Chang-Hua Wooden Café, we have interviewed its owner for several times in order to get a more detailed view of organic entrepreneurship. By comparison, we also do a simple but focused survey on another five organic market accesses, and the criteria for this comparison can list as what follows: product type, consumers, marketing strategy, agricultural techniques, and etc.
It can be found that the owner of Chang-Hua Wooden Café makes a very good use of several success moments which include: the poignant view for organic business, the successful combination of organic and leisure agriculture, the excellent strategy for the “organized” Pitayas, and the compound marketing which mixes up the LOHAS life style and participant farming. As a result, Mr. Liu from Chang-Hua Wooden Café truly makes a great success out of “red diamonds over the tree-top”, i.e. naturally- cultivated Pitayas. To compare with the Mr. Liu’s case, another five organic market accesses that we have interviewed and surveyed may offer a possible viewpoint for the organic entrepreneurship.
To some extant, Mr. Liu’s case demonstrates the process how an entrepreneur conditioned by knowledge and financial resources can construct a viable strategy for better business performance, and leads to success at last. In sum, based on a detailed case study, this dissertation attempts to provide an example both for the future study and for the future entrepreneur.

並列關鍵字

Participant Farming ； Business Performance ； Compound Business ； Organic Agriculture ； Entrepreneurship

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