台灣農村酒莊經營關鍵成功因素之研究

The Key Success Factors of Management for Rural Wine Villages in Taiwan

許美雲(Hsu Mei Yun)

指導教授 ： 黃萬傳 博士

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

行政院農業委員會為促進農村有效利用地方資源，結合地方觀光休閒產業及文化特色，積極輔導農會、產銷班及合作農場設立農村酒莊。台灣農村酒莊發展迄今已四年，在推動過程，面臨許多問題，農村酒莊唯有把握產業關鍵成功因素，才能建立持久的競爭優勢，並在國際地位具有競爭力。
農村酒莊在國內尚屬首見，台灣農村酒莊經營關鍵成功因素究竟為何？是本研究所欲探討的問題。本研究經彙整國內、外農村酒莊發展背景與規範作為基礎，增進對農村酒莊之全面認識後，確立本文研究議題，接著確認對農村酒莊經營關鍵成功影響因素。在關鍵成功因素的研擬，整合不同產業思考面向及關鍵成功因素理論，透過專家訪談與問卷調查，應用層級分析法（Analytic Hierarchy Process；AHP）與SWOT分析，進而建構整體實證模式。將實證研究分為官方、學者專家，找出官、學權重差異並與酒莊業者基本資料作交差分析。最後，依據研究結果，研擬國內農村酒莊經營改善之方向，供相關部門參考。
茲將本研究結論摘述如下：
一、以综合權重整體分析考量，產業特性的「商品化產品開發」、「當地原料優勢」、政府角色與法規的「中央與地方單位帶動社區文化推廣」及總體環境的「結合地方文化與觀光資源」是影響農村酒莊經營關鍵成功因素。
二、就個別經營因素得知，各群組在主管機關方面以產業特性「商品化產品開發」因素最為重要；總體環境「結合地方文化與觀光資源」及產業特性「當地原料優勢」為最受重視的因素；在專家學者方面與主管機關相同，以產業特性「商品化產品開發」因素最為重要，政府角色與法規「中央與地方單位帶動社區文化推廣」及產業特性「當地原料優勢」為受重視的因素。

關鍵字

農村酒莊 ； 競爭優勢 ； 關鍵成功因素 ； 層級分析法

並列摘要

In order to encourage the rural people to utilize local resources effectively, the Council of Agriculture, Executive Yuan, coordinates local tourism and leisure industry with cultural characteristics, and also, actively guides the Farmers’ Associations, supply and marketing units, and cooperative farms to establish rural wine villages. The development of Taiwan rural wine villages has been four years already. There are lots of problems faced by related people during the impetus process and the rural wine villages can only seize the key industrial success factors to establish a long-term competitive advantages.
The rural wine villages are new in Taiwan, thus what are the key managerial success factors of Taiwan rural wine villages? This is the to-be-discussed topic in this paper. This paper collects, reorganizes and takes the development backgrounds and standards of domestic and foreign rural wine villages as research bases. After an entire understanding in the rural wine villages, this paper establishes a core topic and also, affirms the key managerial success factors of rural wine villages. In planning the key success factors, this paper integrates different industrial thinking dimensions and the theories of key success factor, and constructs the entire empirical model by expert interview and questionnaire survey with Analytic Hierarchy Process (AHP) and “Strengths, Weaknesses, Opportunities and Threats” (SWOT) analysis. The empirical study is divided into officials and scholastic experts to look for the weight differences between the officials and scholars. Finally, based on the results, this paper would suggest a managerial improvement tactic for the domestic rural wine villages to be referred by the related people.
The suggestious offeced by this paper are listed as follows:
1. In the consideration of summarized overall weigh analysis, the “commercialized product development” and “advantage of local raw materials” of industrial characteristics, the governmental role and regulations in the “community culture impetus and promotion by the central and local units” and the macro-environment in “combining local culture and tourism resources” are the key success factors of affecting the rural wine village management.
2. In the individual managerial factor and considered by the officials, the “commercialized product development” of industrial characteristics is the most important factor in each group, and the macro-environment in “combining local culture and tourism resources” and the “advantage of local raw materials” of industrial characteristics are the most valued factors. The “commercialized product development” of industrial characteristics is the most important factor considered by scholastic experts and officials as well as the governmental role and regulations in the “community culture impetus and promotion by the central and local units” and the “advantage of local raw materials” of industrial characteristics are the most valued factors.

並列關鍵字

Rural Wine Villages ； Competitive Advantage ； Key Success Factors ； Analytic Hierarchy Process

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