生態循環農業產銷策略個案研究

A Case Study on the Production and Marketing Strategies of Ecoagriculture

瞿丹妮(Tan-ni Chu)

指導教授 ： 陳德釗 ； 張東生

國立中央大學/管理學院/企業管理學系碩士在職專班/碩士(2011年)

摘要

隨著國際間對於生態及環境永續的愈趨重視，有機農業頓時成為先進國家農業經濟發展的重要指標。但國內推行有機農業至今，因氣候及地理條件的先天限制，無論在生產技術、規模及消費市場發展，均難以達到歐美企業化經營的規模與水準。因此本研究跳脫「有機」框架，採取個案研究法，透過分析現有消費市場特性及產業發展環境，探討個案如何以公司組織型態發展其創新之生態循環農業技術，並透過產銷策略的運用，整合生產及行銷資源，使安心無毒食材能以更平實價格貼近消費者需求，擴大消費市場，達到兼顧商業獲利與產業發展的目標。
　　本研究透過個案實際營運策略及其核心技術之運用，提出相較有機農業的另一種對環境、生產者及消費者更為友善的生態循環農業產銷模式，並藉由垂直整合創造出小規模企業組織之競爭優勢。而藉由技術模組的可複製性，進而擴大經營規模，並推廣成為新農業發展型態，加速部落及其他弱勢農民的農業技術轉型，使生態環境得以在最低人為破壞下得以維持，達到企業對環境及社會責任的理念落實。

關鍵字

生態農業 ； 有機農業 ； 永續農業 ； 產銷策略

並列摘要

With the worldwide consideration to sustainability of ecosystem and environment, the degree in development of organic agriculture becomes a significant index of agricultural economy in developed country. Due to the congenital limitations of climate and geographical conditions, people in Taiwan rarely reach the organic agricultural scope and standard operated by the enterprises in Europe and America. By transferring the discussed ambits of “organic”, I adopt the method of case study to analyze the feature of market and industrial environment nowadays. I probe into the technical development in ecoagriculture of this company. Furthermore, I study its operations of strategies in production and marketing for providing safer and non-toxic food materials priced more reasonable to satisfy the needs of customers. For the strategies it adopts, the possibility to extend the market and reach its purposes, including both commercial profit and industry development, will be also discussed in this study.
I attempt to suggest an up-and-running way of ecoagriculture production and marketing which is friendlier to environment, farmers, and consumers than organic agriculture by integrating the diversified resources vertically. Small-scale enterprises may create competitive advantages and extend its business scope by operating and duplicating the technical model, and then step-up the development of ecoagriculture economy. Stands on the successful experience of this case, it will promote tribes and disadvantaged minorities to transfer their conventional or organic farming skills to ecoagriculture way, which will make the environment more sustainable by less ecological sabotages. And the enterprises’ obligations to social and environmental responsibility will be fulfilled.

並列關鍵字

strategies in production and marketing ； organic agriculture ； sustainable agriculture ； ecoagriculture

參考文獻

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