全面品質管理、組織學習與市場導向於休閒農業區經營績效影響之研究

王麗秋

doi:10.6833/CJCU.2013.00037

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全面品質管理、組織學習與市場導向於休閒農業區經營績效影響之研究

A Study of the influence from TQM, Organizational learning and Market orientation on Business performance for Leisure agriculture area

王麗秋 , Masters　　Advisor：王正華　　Co-advisor ：王昭卿

繁體中文 DOI： 10.6833/CJCU.2013.00037

休閒農業；全面品質管理；組織學習；市場導向；經營績效； Leisure agriculture ； Total Quality Management ； Organizational Learning ； Market Orientation ； Business Performance

Abstract │ Reference (56) │ Altmetrics

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With the development of socio-economic and the change of industrial structure, agriculture has been transition from the primary industry to the multi-business industry. Leisure agriculture is a new type of agricultural operation, which is combined with the local industry, the humanities and the natural ecological characteristics.
Council of Agriculture (COA) makes the plan about development of leisure agriculture. To create more career opportunities in rural area, upgrade the output of leisure agriculture, break through the bottleneck of development of agriculture and grow up local economic, COA Uses Regional Plan to assist in operating leisure agriculture, improve the environment of investment and encourage domestic agriculture stepping forward to international. This research uses the view about bringing business management method like total quality management, organization learning and market-orient into the area of leisure agriculture to discuss the operating performance in the area of leisure agriculture.
In this study, the subjects who were tested are the operators in the park, 330 questionnaires were provided. 278 questionnaires were recovered. The percentage of recovering is 84.24%. I use statistical software named SPSS18.0 and AMOS18.0 to do the statistical analysis to testify the assumptions after the questionnaires were recovered.
The empirical results find that: overall total quality management has a significant positive effect on organizational learning, market orientation; and the market-oriented is not only has significant positive impact on operating performance, but also has significant mediating effect on overall total quality management and business performance; in addition, has lightly positive impact on organizational learning. Overall, our findings suggest following recommendations for leisure Agriculture Park on the practical operation: 
1、To link of local resources to carry out strategic alliances, by means of combining attractions, industry and culture.
2、Develop local unique products, which are use local resources from production process, experience activities, to product development. For the purpose that let customers understand what be able to see, to do, and what to buy.
3、Strengthen the inheritance of organization and set up the standard operating processes; and conduct education training, put the local resources to use

Reference ( 56 ) 〈TOP〉

1、王上宜（2004）。市場導向對組織績效影響之研究—以戶政機關為例。崑山科技大學企業管理研究所碩士論文。
連結：
2、王存國、魏小蘭、陳小芬（2006）。全面品質管理之市場導向、學習導向與品質導向三者配合的重要性─以軟體產業為例。中山管理評論，第14卷第2期，頁429-449。
連結：
3、江志民、賴碩亮、謝鑫能（2006），全國休閒農業金額推估之分析。數據分析，1（1），頁59-75。
連結：
4、池文海、黃庭鍾、魏國州（2007）。領導型態、組織學習、全面品質管理對於組織機績效之影響---以台灣資訊電子產業為例。明新學報，33卷，頁27-46。
連結：
5、江志民、賴碩亮和謝鑫能（2006）。全國休閒農業金額推估之分析。數據分析，1（1）、59-75。
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