台農乳品競爭優勢分析之研究

本研究旨在探討台農乳品的競爭優勢，使用方法爲文獻分析法及個案研究法，並用五力分析及SWOT兩種競爭優勢的分析工具，針對台農乳品及台灣地區的乳品市場進行競爭優勢分析。本文主要內容包括國內乳品產業發展概況、台農乳品的生產概況分析、五力分析、SWOT分析、台農乳品行銷策略等。以下爲本研究的結論與發現：台農乳品擁有廣大的農民組織系統可以獲得穩定的市場，產品種類多樣化符合眾多消費者的需求，學童乳及外食族群市場商機無限值得台農乳品爭取此市場，善用休閒農牧場資源成立乳品親子教育園區以增加乳品銷售的機會。

關鍵字

乳品；五力分析； SWOT分析；競爭優勢

並列摘要

The purpose of this research is to discuss the competitive advantage of Taiwan agriculture dairy product. There are two methods of document analysis and case study in this study. Five strength analyses and the SWOT method was adopt of competitive advantage analysis tool, carries on the competitive advantage analysis in view of the Taiwan agriculture dairy product and Taiwan area's dairy product market. This article primary coverage including domestic dairy product industrial development survey, Taiwan agriculture dairy product production survey analysis, five strength analyses, SWOT analysis, Taiwan agriculture dairy product marketing strategy and so on. The following with discovered for this research's conclusion: The Taiwan agriculture dairy product has the general Peasant organization system to be possible to obtain the stable market, the product type diversification meets the numerous consumer's demands, the schoolchild breast and outside the food tribal grouping tribal group market opportunity infinite is worth the Taiwan agriculture dairy product striving for this market, makes good use of the leisure agriculture pasture resources establishment dairy product parent-child education campus to increase the dairy product sale the opportunity.

並列關鍵字

Dairy product ； five strength analysis ； SWOT analysis ； competitive advantage

國際替代計量

台農乳品競爭優勢分析之研究

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