行政院農業委員會台南區農業改良場   研究彙報第65號

 

以IPA績效分析法探討青年農民之經營管理能力∼以雲嘉南地區蔬菜產業為例

吳建銘

摘  要

吳建銘。2015。以IPA 績效分析法探討青年農民之經營管理能力∼以雲嘉南地區蔬菜產業為例。臺南區農業改良場研究彙報65:69-81。

本研究運用IPA 績效分析法(Importance Performance Analysis)探討雲嘉南地區蔬菜產業青年農民之經營管理能力,希望可藉由各經營管理構面之分析,以了解青農在經營管理方面之能力需求及目前擁有能力,二者進行對應,以作為未來如何提高青年農民經營管理能力改善之參考。就構面能力需求度而言,以產品行銷管理構面最高,資金規劃管理構面最低,在對應能力之足夠程度方面,則以生產規劃管理構面最高,創新研發管理最低。由IPA 績效分析顯示出應優先改善的因素依序為農作技術創新研發能力、產業政策應變能力、品牌建立能力、行銷手法及模式創新研發能力、農產品目標市場選擇能力、產品通路選擇與掌握能力、廣告媒體運用能力、農產加工品創新研發能力、產品網路行銷能力、農作物創新研發能力,建議未來可優先針對這些經營管理能力進行資源投入與輔導改善,以加強青年農民的經營管理能力。

現有技術:以企業經營之生產、行銷、人力、研發、財務管理分析經營管理能力。

創新內容:利用IPA 績效分析法探討青年農民經營管理能力。

對產業影響:探討與提升蔬菜產業青年農民經營管理能力。

關鍵字:青年農民、經營管理能力、IPA績效分析
接受日期:2015年6月16日


Exploring the Agricultural Management Competence of Vegetable Young Farmers in Tainan District: An Application of Importance Performance Analysis

Wu, C. M.

Abstract

This study adopted the importance performance analysis to improve the agricultural management competence of vegetable young farmers in Tainan district. In the aspect of requirement level, the product marketing perspective obtains the highest and the financial planning perspective gets the lowest points. In the aspect of sufficient level, the production planning perspective has highest and the innovation and R & D has lowest points. The Performance analysis showed that the priority factors to make improvements are the agricultural technology innovation (R & D) capabilities, the industrial policy response capabilities, brand building capabilities, marketing strategy innovation (R & D) capabilities, target market selection, marketing channel selection and control capabilities, advertising ability, processed agricultural products innovative (R & D), internet marketing capacity, the crop innovation and capabilities. All these factors were supposed to improve first, then enhance the agricultural management competence of young farmers.

What is already known on this subject?
Analysis of production, marketing, men force, research & development and financial management and management efficiency had been used in enterprise management.

What are the new findings?
Important Performance Analysis (IPA) is used for the first time to analyze the management proficiency of youth farmers.

What is the expected impact on this field?
Improve the management efficiency of youth farmers in vegetable production.

Key words: Drip Irrigation, Young Farmers, Management Competence, Importance Performance Analysis
Accepted for publication: June 16, 2015


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