有機食品產業競爭策略之研究—以 M 有機事業股份有限公司為例

The Competitive Strategy of Organic Food Industry-A Case Study of M Company

白俊文(Chun-Wen Bai)

指導教授 ： 劉子琦

亞洲大學/管理學院/國際企業學系碩士在職專班/碩士(2011年)

摘要

我國有機產業於 1995 年開始萌芽，近年來，被列為行政院六大新興產業—「精緻農業健康卓越方案」之主要產業，有機市場遂應運而生，其產值亦逐年提昇。2011 年5 月塑化劑事件，引起消費者對於各項食品產生恐慌，對於食品安全更加注重。本文透過質性研究方法，採用深度訪談及非正式訪談交替實施方式，並蒐整歷年文獻分析對照模式，探討有機產業通路商之競爭策略。 根據通路商訪談結果，並輔以官方數據、相關文獻及Porter 五力分析，計歸納「新進入者威脅」、「同業對抗強度」、「購買者議價能力」、「供應者議價能力」、「替代品威脅」等五項購面，作一綜合性分析及討論，並提出具體建議，使通路商爾後在競爭策略上，能卓予參考，提升整體經營績效。

關鍵字

有機市場 ； 競爭策略 ； 通路商

並列摘要

Taiwan organic industry is viewed as main part of high-end agriculture. The Executive Yuan is to come up with development strategies for six key emerging industries over the recent years, and high-end agriculture belonged one of them. Due to the consumer for food security more attention¸ the organic industry need more research. Through qualitative research methods, this thesis using depth interview and informal interviews, and review the whole literature analysis, to study and explore the competition policy of organic industrial.
According to interview results and official data, I adopt the model of Porter five force analyses. Respectively, from the "threat of new entrants," "against the strength of the industry," "buyer bargaining power," "supplier bargaining power," "threat of substitutes," in five areas to make a comprehensive analysis and discussion, and propose specific recommendations, enhances the business performance of organic industry.

並列關鍵字

Organic Market ； Strategy ； Distributors

參考文獻

司徒達賢。(1995)。「策略管理」。台北：遠流出版社。

溫瑞江。(2004)。「臺灣有機蔬菜之發展及現況評析」臺灣大學農業經營研究所未出版之碩士論文。

A、For periodicals：

Grant,R.M.(1991).The Resource-Based Theory of Competitive Advantage Implications for Strategy Formulation, California Management Review, Spring:114-135.

Andrews,K. (1981). The Concept of Corporate Strategy. Dow Jones-Irwin: Homewood,IL.