台灣蘭花生技產業經營策略之研究：以C蘭花生技公司為例

A Study of Business Operational Strategy in Taiwan Orchid Bio-Tech Industry, Using an Orchid Bio-Tech Firm as an Example

劉青山(CHIN-SHAN LIU)

指導教授 ： 古永嘉

國立臺北大學/商學院/企業管理學系碩士在職專班/碩士(2016年)

摘要

近年來Green Lifestyle意識的抬頭，促使消費者對於天然有機產品的需求逐漸增加。個案生技公司蘭花廠面積達7,500坪，每年可生產250萬株蘭花，且其擁有長期栽培育種之經驗，生產品項多樣且具有新品種研發能力，並獲得相關專利之多項認證，且部分產品原料已可自行生產，產品品質穩定且良率高，不僅發揚台灣特有品種之特色，更可開創蘭花另一波高附加價值利潤及商機。
透過研究個案公司之競爭優勢與經營策略，發現其關鍵因素在於原物料能自行栽種生產，且生產研發能力強，透過相關專利技術及現代化設備，有效垂直整合生產線，並提供高附加價值之產品。未來經營策略將聚焦於開發符合市場流行趨勢之化妝與保養產品，同時發展無化學農藥的生產技術並導入設計美學與創意概念，並積極培養品牌經營能力之人才，推動國內外市場行銷，增加品牌能見度，進而提升品牌國際形象及消費者信心。

關鍵字：蘭花生技、競爭優勢、經營策略

關鍵字

蘭花生技 ； 競爭優勢 ； 經營策略

並列摘要

The concept of green lifestyle has drawn close attention recently, resulting in increasing demand of natural organic consumer products. In this study, a major bio-tech Orchid firm, which owns 24,750 square meters capacity, with annual production of 2.5 million Orchids and long term cultivation and breeding experience, is utilized for the study. The company owns multiple new varieties of products, many patents, and is capable of producing some of genuine materials. Its product quality is stable and efficient. The Orchid products of this firm not only demonstrate special Taiwan Orchid characteristics, but also create high value added profits and marketing opportunity.
By investigating the competitive advantages and business strategy of the firm, the findings are as follows. The key successful factors are capable breeding of raw material, excellent R&D, efficient vertical integration, and high value added product lines. The future business strategy would focus upon popular cosmetic and care products of green lifestyle with the emphasis on enhancing international brain image and consumer confidence, along with chemical-free pesticides, designed aesthetics, innovative concept, brain management personnel development, domestic and foreign marketing, and brain visibility.

Key words: Orchid bio-tech, Competitive advantage, Business strategy.

並列關鍵字

Orchid bio-tech ； Competitive advantage ； Business strategy

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