行政院農業委員會台南區農業改良場   研究彙報第67號

 

雲嘉南地區蔬菜產業青年農民經營管理之研究-以百大青農專案為例

吳建銘

摘  要

吳建銘。2016。雲嘉南地區蔬菜產業青年農民經營管理之研究-以百大青農專案為例。臺南區農業改良場研究彙報67:90-106。

本研究利用質性之個案分析法萃取五位分別為農二代及新創業之雲嘉南地區蔬菜產業青年農民,探討其創業關鍵成功因素,以作為未來提高青年農民經營管理能力改善之參考。個案分析結果主要收斂為個人、資源、機會等三個關鍵成功因素構面,其中個人構面包含人格特質(活潑、勇於冒險)、創業動機、創業導向(與親友共同擬訂及修正創業方向),創業策略(初期累積專業知識,現況之創新與品牌經營策略,與擬定未來生產、品牌經營、其他經營策略等);資源構面包括創業資源(以農地與設施之硬體資源,以及親友人力資源為主)、知識資產(以尋求周遭專業農民、農改場等技術協助為主),社會資本(以家庭、組織、網路社會資本為主);而機會構面則涵蓋創業機會(創新與建立品牌特色)、外部環境(以政策及產業環境為主)。本研究根據質性研究分析結果提出輔導及政策建議,建議欲從事農業經營的青年農民可參考本研究彙整之關鍵成功因素,以提升創業經營管理之效能。

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:利用個案分析法探討百大青農專案之青年農民經營管理能力。

對產業影響:參與百大青農專案之青農有良好心態接受蔬菜產銷經營輔導,並肯定百大青農專案政策。

關鍵字:青年農民、經營管理能力、關鍵成功因素、個案研究法
接受日期:2016年3月1日


Exploring the Agricultural Management Competence of Vegetable Youth Farmers
in Tainan District - Case Study of the Youth Farmers Tutoring Project

Wu, C. M.

Abstract

This study adopted five case studies including second generation of farmers and entrepreneur background to extract the key success factor to improve the agricultural management competence of vegetable young farmers in Tainan district. The case study contains personal, resource and opportunity perspectives. The personal perspectives contain personal traits (viability and daring to take the risk), entrepreneurial motivation, the entrepreneurial orientation (make and correct the entrepreneurial direction with the family), the entrepreneurial strategies (accumulating expertise in the early, innovation and establishment of brand currently, making the plans of production, brand management and other strategies in the future). The resource perspectives contain the entrepreneurial resources (physical and human resources including farmland, facility and family members), knowledge asset (obtain the agricultural technique from nearby professional farmers and agricultural research and extension station), the social capitals (family, association and the internet social capitals), The opportunity perspectives contain entrepreneurial opportunity (innovation and establishment of the brand characteristics) and external environment (political and industrial environment). All these success key factors were supposed to be crucial to improve the agricultural management competence of entrepreneurial youth 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?
The case study is used for the first time to analyze the key success factor of youth farmers tutoring.

What is the expected impact on this field?
The youth farmers tutoring has a good attitude to accept counseling of vegetable production and marketing and the tutoring policy is affirmed.

Key words: Youth Farmers, Management Competence, Key Success Factor, Case Study
Accepted for publication: March 1, 2016


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