行政院農業委員會台南區農業改良場   研究彙報第51號

 

提升台南區果樹產銷班競爭力之研究

陳勵勤

摘  要

陳勵勤•2008•提升台南區果樹產銷班競爭力之研究。台南區農業改良場研究彙報51:17-37。

  本研究以Porter之價值鏈為觀點,探討雲嘉南地區的果樹產銷班之價值鏈管理運作情形與競爭優勢之關係。藉由統計方法的因素分析、集群分析、相關與迴歸分析來呈現變數之間的關係或影響,提供產銷班運作及經營管理之參考。集群三行銷與顧客價值管理型之產銷班在價值鏈的管理活動執行程度與運作管理成果(競爭優勢)方面,皆相當或大於總體樣本之平均,且2005年以後入選全國優良農業產銷班之果樹班隊即屬於此集群。集群一組織、進料與基礎關係管理型之產品合格率及平均單價提高比率均高於總體樣本,尤其平均單價提高比率遠高於另兩個集群。因此,本研究建議果樹產銷班可依循集群三的運作管理方式,以提升競爭優勢;倘若追求高單價之果樹產銷班可以參考集群一的運作管理。透過迴歸分析發現,在降低生產成本方面,有6項價值活動需有效管理。在提高產品的平均單價方面,則需從4項價值活動著手。而單位面積產量增加則與其中5項管理活動有關。提高產品合格率應在其中4項價值活動作好管理。

關鍵字:價值鏈、產銷班、競爭優勢
接受日期:2008年6月23


Research on the Improvement of Competitiveness of Fruit Production and Marketing Teams in Tainan District

Chen, L.C.

Summary

  Porter's value chain perspective is used in this study to discuss the value chain management practices and competitive advantage relations of fruit tree production and marketing teams (P and M teams) in Yunlin, Chiayi and Tainan district. For the managerial suggestions are provided through statistical methods of factor analysis, cluster analysis, correlation and regression analysis. Cluster 3, which is marketing and customer value management oriented, shows equal or higher degree of performance in the value chain management of activity implementation and result management (competitive superiority potential) than the average of all P and M teams. All P and M teams which were selected as excellent are belong to this cluster after 2005. Cluster 1, which is organization, inbound logistics and firm infrastructure management oriented, shows higher degree of performance in the qualified and average price of products than the average of all P and M teams. Especially, Cluster 1 shows highest in the average price of products than other clusters. Therefore the managerial method of Cluster 3 can be followed to enhance competitive advantage for the other P and M teams. Specially, Cluster 1 can be followed to enhance average price of products for the other P and M teams.Regression analysis shows that, the 6 value activities that can help to lower production costs. The 4 value activities can help to raise the average price of products. The 5 value activities can increase production per area. Specially, the 4 value activities can increase the rate of qualified products.

Key words: value chain, production and marketing teams, competitive advantage
Accepted for publication: 23 June, 2008


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