農產品全球經營發展之關鍵成功因素研究

THE RESEARCH OF KEY SUCCESSFUL FACTORS OF THE GLOBAL AGRICULTURAL PRODUCT BUSINESS

農企業經營若不能隨全球產業價值鏈的變化而調整策略，將會淪入缺乏競爭力的地步。本研究以農產品在全球市場發展與經營的關鍵成功因素為焦點，蒐集國內外相關文獻所提出的經營管理因素，進而彙整出商品發展、組織管理、與市場行銷等三項構面與12項因素，據此建立關鍵成功因素的層級結構模式。運用層級分析法為分析工具，並嚴格篩選受訪的專家，取得符合分析目的之資料。分析結果發現市場行銷構面被認為是最重要的構面，其次為商品發展構面及組織管理構面；在12項關鍵成功因素中，依據重要性排名前六者分別為通路管理、鮮度控制、品質穩定、物流管理、服務型態以及價格策略。

Agribusiness must adjust their strategy with the change of globally industrial value chain, they will lose their competitiveness. The focus issue of this study is the critical success factors in the global agricultural market development and business. The relevant literatures proposed by the viewpoint of managerial factors were reviewed, which further were catalyzed into 3 dimensions and 12 factors. The hierarchical structure of key success factors were established by these dimensions and factors. By using Analytic Hierarchy Process as analysis tool, this research strictly invited reviewers and respondents to collect necessary data. This research find the most important dimension is marketing, followed by product development and organization management. In factors evaluation, the first 6 factors are market channel, freshness control, stable quality, logistics management, service patterns and pricing strategies.