一個在傳統上基於共同營運需要與互助合作意願而成立的農業類型合作社組織,如何在講求食品消費安全的浪潮下,從全球到地方、市場到消費、經貿到環境與社會文化等層面,走出一條獨特的發展形態,是本研究的焦點。為了解答此一橫貫並跨越多重領域的產業組織之創新行動,本研究試圖以保證責任南投縣日月潭農產運銷合作社為核心案例進行考察。 透過質性研究取向中的參與觀察法與深度訪談法,並佐以文獻分析法來對照分析,探討傳統的生產合作社組織,一方面,如何憑藉著商業營銷的計箅而越過傳統由農會、青果、蔬果公司的產銷型態,透過不同公司型態而對於生產、技術的支援而直接操作出自有的產銷模式來爭取利潤。另一方面,則藉助「日月潭生態教育園區」的創立,融合生態農法與在地特有地景的施行,走出一條兼具在地特色的農業生產與文化產業之路。 根據訪談後的資料歸納出「創業家精神」、「環境與機會」、「組織能力」、「創新歷程」等四個分析構面,來說明中小型地方特色產業,面對有限的資源,追求永續經營的目標時,不僅必須貼合環境需求與社會趨勢的脈動,更需透過靈敏的資源搜尋能力;創業管理的歷程來強化組織能力,建立獨特的營運模式。
Traditionally, the operation of an agricultural cooperative organization is based on the demands of and mutual willingness of cooperative members. In this case, the research goals aimed at discovering how such an local organization achieved not just globally but considerably combined agricultural technological and management for environmental reason and food security. In order to describe thickly the details of Sun Moon Lake Guarantee Responsibility Cooperative of Vegetables and Fruit Transport of Nantou County, such as how this guarantee responsibility cooperative can evolve from the traditional scheme composed of farmers’ association, fruit marketing cooperative, and fruit and vegetables corporations into its present unique pattern of production and marketing, the researcher adopted qualitative research approach. Based on the data of interview derived from the methods of participant observation, in-depth interview, and literature review, this study concludes its analysis in four aspects: entrepreneurship, environment and opportunities, organizational capability, and innovative process. Since the resources are finite, when pursuing the goal of sustainable management, it is necessary for small-and-medium local culture industries to understand the environmental demands and the social trend so that it may strengthen the organization with innovative management and thus, establish a unique model of operation.