台南縣芒果產銷班經營關鍵成功因素之探討

Study on the Critical Success Factors of Mango Production and Marketing Teams Management in Tainan County

江竺勳(Chu-Hsun Chiang)

指導教授 ： 黃文琪 博士

國立屏東科技大學/農學院/熱帶農業暨國際合作系所/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00225

摘要

台南縣農業多為小農制。由於耕種面積的限制，經營成本偏高，難以達到規模經濟。有鑑於此，農政單位積極鼓勵並輔導農民以成立農業產銷組織，期能藉以提昇農業生產效率，增進農民之收益。目前台南縣有3個芒果產銷班通過全球良好農業規範(Global GAP)，扮演著先驅者的角色，主要以外銷日本及韓國市場為主。本研究希望藉由層級分析法歸納出其關鍵成功因素，讓更多產銷班學習，提高農民收益。研究結果顯示其具有高度重要性的因素分別是：產品品質安全穩定、增加優良供果園以穩定供應量、加強公共關係合法取得外來資源與補助三項因素。早期有關產銷班之文獻，所歸納之重要因素大多著重在組織結構面及強調企業化經營等構面，本研究結果顯示受訪者非常重視經營效率面之生產管理因素，其次為外部資源與合作因素，再其次為行銷管理因素，這些因素是現階段影響台南縣芒果產銷班經營的重要關鍵點，也是本研究結果和以前研究結果的差異處。

關鍵字

產銷班 ； 全球良好農業規範 ； 層級分析法 ； 關鍵成功因素

並列摘要

Farms in Tainan County are predominantly small. Due to the small scale of operation, it is difficult to lower down the costs of operation and to achieve the scale economy. As a result, the agricultural authorities strongly encourage and assist the farmers to establish agricultural production and marketing teams in order to operate more effectively and thus to increase the income of the farmers. There are three production and marketing teams passed the Global Good Agriculture Practice (Global GAP). They are pioneers and primarily export their products to the Japanese and South Korean markets. This study is aimed to explore the critical successful factors for the mango production and marketing teams in Tainan County by using the Analytical Hierarchy Process (AHP) approach and to share the findings with the farmer groups. The findings of the study show that the important factors are to increase the steady supply of safe and quality products; to increase the qualified good quality orchards to stabilize the supply; and to strengthen the public relation in order to obtain external resources and subsidies. The findings indicate the following three factors are highly regarded by the experts. The most important factor is the efficient production management, followed by the cooperation factor and external resources and cooperation, and then the marketing management factor. These factors currently play important roles in influencing the performance of the mango production and marketing teams in Tainan County which are different from the findings of the previous studies which focused on organizational structure and business administration.

並列關鍵字

production and marketing teams ； global good agriculture practice (Global GAP) ； analytical hierarchy process (AHP) ； critical success factors (CSF)

參考文獻

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