農會特色超市關鍵成功因素之研究

A Study on Key Success Factors of Farmers' Association Featured Supermarket

林俊伸(Chun-Shen Lin)

指導教授 ： 王俊豪

國立臺灣大學/生物資源暨農學院/生物產業傳播暨發展學研究所/碩士(2021年)

https://doi.org/10.6342/NTU202101520

摘要

【農會超市】的出現，源自於發展農會信用部以外新的經濟事業，成立農會超市，除了提供農產品更便捷的行銷通路，提高農產品附加價值與整合農產品價值鏈等效益，並可配合政府推動穩定農產品物價與穩定農民從事農業的信心，但由於農會超市設立後，面對大型賣場、連鎖超市紛紛擴大生鮮超市規模，加上全省連鎖超市銷售據點多、產品多元、促銷廣告活動多且不定期更新購物空間與引進溯源有機農產品等多重挑戰，因此農會超市需進行改革，進一步發展【農會特色超市】，除了參考日本農民市場「地產地消」的【農民直銷站】經營模式，也發展農會品牌產品與相關加工品，同時也爭取政府經費補助，將賣場購物空間改裝與硬體設備優化，來因應市場競爭。
對於各地農會所經營的農會超市，如何因應市場上的競爭，因此本研究將與曾獲行政院農業委員會農糧署補助，已完成門市改裝的農會特色超市的經營者以【質性研究】方法，進行【深度訪談】，並以Osterwalder et al. (2012) 【商業模式】歸納出會影響農會特色超市的四大構面，包括「產品特色」、「顧客介面」、「管理架構」與「財務方面」等四大構面，作為【關鍵成功因素】之主要關鍵構面，同時參考農企業、社會企業、農產品行銷與農產品安全等學者所發表學術文獻中，進一步萃取得到含16個影響因素的次準則，依此結果作為深度訪談之訪談大綱，訪談結束後以【紮根理論】歸納並整理出農會特色超市關鍵成功因素。
研究結論發現，關鍵資源：農會本身就是品牌、在地農產：照顧在地農民、關鍵活動：結合產品在地文化活動與政府補助與政策等共16項是農會特色超市之關鍵成功因素。依據研究結果，希望提供農政單位與計畫改裝之農會業者作為參考。

關鍵字

關鍵成功因素 ； 農會超市 ； 農民直銷站 ； 農會特色超市 ； 商業模式 ； 質性研究 ； 深度訪談 ； 紮根理論

並列摘要

The Farmer's Association Supermarkets are originated from the development of new economic business besides the Credit Departments of Farmers' Associations. The establishment of "Farmer's Association Supermarket", in addition to providing more convenient marketing channels for produce, increasing the added value of produce and integrating the benefits of produce value chains, and cooperating with government to promote to stabilize the prices of produce and farmers' confidence who engaging in agriculture.
However, after setting up "Farmer's Association Supermarket", hypermarkets and chain supermarkets have also expanded the scale of fresh food supermarkets. In addition, the chain supermarkets own many sales locations, various products, promotional activities, advertisements, and introducing traceable organic produce. These make "Farmer's Association Supermarket" faces many challenges.
Therefore, "Farmer's Association Supermarket" carries out reform and, moreover, develops the "Farmer's Association Featured Supermarket" In addition, "Farmer's Association Supermarket" not only refers to the business models of "Farmers Direct Sales Stations" of "Local food" conception from Japanese farmers market, but also develops farmers association brand products and related processed goods. At the same time, "Farmer's Association Supermarket" also seeks government funding to redecorate the shopping space of stores and optimize hardware equipment to respond to market competition.
This study has received a subsidy from Agriculture and Food Agency, Council of Agriculture, Executive Yuan, and it will conduct an in-deep interview via "Qualitative Research" with the operators who have completed store redecorating. Then, this study also refers to the "business models" from Osterwalder et al. (2012)
After the interview, we summarize and sort out the key success factors of "Farmer's Association Featured Supermarket" via the "grounded theory".
Total of 16 items are the key success factors of "Farmer's Association Featured Supermarket". According to the results, we hope to provide a reference to agricultural and policy agent and who are in farmers' association plan to redecorate supermarket.

並列關鍵字

key success factors ； farmers' association supermarket ； farmers' direct sales station ； farmers' association featured supermarket ； business model ； qualitative research ； in-depth interview ； grounded theory

參考文獻

林金定、嚴嘉楓、陳美花（2005）。質性研究方法：訪談模式與實施步驟分析。身心障礙研究季刊，3(2)，122-136。

高麗娟、黃光獻（2014）。體育運動質性資料分析方法。體育學報，47(2)，159-177。

壹、中文部分

山本雅之（2008）。日本農民市場的事業模式。日本農民市場專家訪台交流暨建立農業中衛體系期中研討會。

文崇一、楊國樞（2000）。訪問調查法。社會及行為科學研究法下冊。台北：東華。