農會新轉型與新定位之研究--以大里區農會為例

The Study on the New Transformation and Position of the Farmers’ Association in Taiwan-- The Farmers’ Association in Dali District as an Example

朱志峰(CHIH-FENG CHU)

指導教授 ： 王淑卿

朝陽科技大學/資訊學院/資訊管理系/碩士(2019年)

摘要

在社會經濟結構發生巨大變化後，由於農業不再是台灣的主要產業。因此，主要由農民組成的農會積極進行轉型以實現業務多樣化，並開始關注創新的服務項目與內容。此外，農會為了發展農村經濟，提高農民生活水平等，必須思考如何改變傳統觀點、如何推展運營模式、以及進行市場定位。因此，本研究將探討大里區農會經營與服務所面臨的考驗及挑戰，同時也反映未來農會的發展趨勢，提供給其他不同區域農會做為經營的參考。
本研究採用問卷調查法，分析大里區農會提供的服務和客戶服務因素的價值，對從業人員、存戶及非存戶進行服務認知與定位的交叉比較。研究中共有三份對應的問卷將被設計：(1)大里區農會服務自我定位問卷、(2)存戶的對大里區農會服務認知與定位、及(3)非款戶的對大里區農會服務認知與定位。
由問卷結果可以得知，大里區農會的從業人員，以男性多於女性，年齡大都位於30~59歲之間、教育程度以高中(職)為多數。因此，若能透過教育訓練提升大里區農會從業人員的職能，應該對農會的轉型或定位會有具體的幫助。
本研究針對大里區農會所提供的服務內容之認知、對大里區農會所提供之服務的之服務滿意度、及對大里區農會危機處理的能力所進行的交叉比較，可以得知客戶最在意的其實是業者的服務態度。而，大里區農會員工的自我工作態度認知與客戶相差甚遠，所以在服務客戶時，服務人員可能沒有注意到處理事情的過程中已經讓客戶產生反感，也就無法迅速的更正錯誤使客戶滿意。

關鍵字

定位策略 ； 環境變量 ； 服務品質 ； 農會 ； 轉型策略

並列摘要

After the tremendous changes in the economic structure, agriculture is no longer the main industry in Taiwan. Therefore, the Farmers’ Association in Taiwan is actively transforming to diversify their business and begin to focus on innovative service projects and content. In addition, in order to develop the rural economy and improve the living standards of farmers, the peasant associations must change traditional views, promote operational models, and re-position the market. Therefore, the challenges of the operation and service of the Farmers’ Association in Dali District in will be explored by this study. The results of this study also reflect the development trend of the future farmers' associations, and provide them to other regional farmers as a reference for management.
This study used a questionnaire survey method to analyze the value of services and customer service factors provided by the Farmers’ Association in Dali District, and to compare the service cognition and orientation of employees, depositors and non-residents. Three corresponding questionnaires will be designed in the study: (1) the questionnaire of service self-positioning for Farmers’ Association in Dali District; (2) the questionnaire for user with deposit on service awareness and positioning of Farmers’ Association in Dali District; and (3) the questionnaire for user without deposit on service awareness and positioning of Farmers’ Association in Dali District.
According to the results of the questionnaire, the number of employees in the Farmers’ Association in Dali District is more male than female. Most of them are between 30 and 59 years old, and the education level is high school. Therefore, when the competency of the employees for the Farmers’ Association in Dali District can be enhanced through education and training, then, the specific assistance of transformation or positioning of the farmers' association can be provided.
In this study, the perception of the services provided by the Farmers’ Association in Dali District, the service satisfaction of the services provided by the Farmers’ Association in Dali District, and the ability to deal with the crisis of the Farmers’ Association in Dali District were cross-checked. From the results of the comparison, it can be known that the customer is most concerned about the service attitude of the employees of Farmers’ Association in Dali District.
In addition, the self-work attitude of employees of Farmers’ Association in Dali District and the perception of customers are extremely different. Therefore, when the customer is served, the employee may not notice that the customer has been disgusted in the process of handling the matter, so the error cannot be corrected quickly to satisfy the customer

並列關鍵字

Position Strategy ； Environmental Variable ； Quality of Service ； Farmer Association ； Transformation Strategy

參考文獻

參考文獻

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