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研究生:楊鎮文
研究生(外文):Chen-Wen Yang
論文名稱:有機農業價值鏈、利潤鏈與經營模式之研究-以有機文旦為例
論文名稱(外文):Exploring the Value Chain, Profit Chain, and Business Model of Organic Agriculture: An Empirical Study on Organic Pomelo
指導教授:賴奎魁賴奎魁引用關係
指導教授(外文):Kuei-Kuei Lai
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:89
中文關鍵詞:有機文旦有機農業價值鏈利潤鏈經營模式
外文關鍵詞:and Business Model of Organic Agriculture: An EmExploring the Value ChainProfit Chain
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早期我國的產業政策係以農業發展工業,並以工業促進農業,實至今日,台灣成為已開發國家,農業占整體經濟的比重愈來愈少。台灣在2002年正式成為世界貿易組織的成員,降低許多農產品的關稅,對農業經營與農民生計造成很大的衝擊。近年來,環保意識抬頭,具有健康、高纖與自然的有機農產品漸受到消費者所重視,加入世界貿易組織後,有機文旦業的整體產值不減反升,除受到民眾重視有機產品之外,其資源配置與經營模式創造之價值為何,而創造之價值活動與利潤來源為何,為值得深入探討之議題。爰此,本研究將以Porter(1985)所提出的價值鏈、Afuah(1988)所提出的利潤鏈與Hamel(2000)所提出之經營模式為研究架構,探討有機文旦業之經營模式,並依據分析結果,對有機文旦業之經營提出議題與建議,以供後續者研究者做進一步之探討,對整體有機產業之經營亦具有參考價值。研究結果顯示,有機農業欲提升整體營收,應積極加強有機觀念之宣導,整合內外部資源,朝重質不重量的目標發展,並將資訊系統之應用擴及整體價值鏈,以提升整體有機農業經營之效率與收益。
In the early stages, the industrial policy of Taiwan was based on agriculture to develop industry, and industry to advance agriculture. At present, Taiwan is already a developed country, and the ratio of agriculture in the whole economy is decreasing substantially. Taiwan became a formal member of the World Trade Organization in 2002, and while doing so reduced tariff duties of much agricultural produce, having a big influence on agricultural economy and the lives of farmers. In recent years, due to the rise of environmental consciousness, many consumers’ value organic products highly because they are healthy, have high fiber, and natural. The whole output value of the organic pomelo industry increased when Taiwan joined the World Trade Organization, in addition to the attention to organic produce by the consumers, what is the value creation and resource distribution of the organic pomelo industry, and what is the source of benefit and value creation, are issues worth studying. Thus, this study chose value chain presented by Porter(1985), profit chain presented by Afuah(1988), and business model presented by Hamel(2000) as the research framework to confer the business model of the organic pomelo industry. According to the research results, this study presents subjects and suggestions for future researchers to do further studies. Moreover, this study is a worthy reference resource for business management of the organic industry. The result of this study shows that organic agriculture should strengthen the propaganda of organic concept if it wants to promote the whole benefit. Organic agriculture should integrate resources to promote the quality of all organic produce, and apply the information system into the whole value chain in order to promote the benefit and performance of the whole organic agriculture
中文摘要 ----------------------------------------------------------------------------- i
英文摘要 ----------------------------------------------------------------------------- ii
目錄 ----------------------------------------------------------------------------- iii
表目錄 ----------------------------------------------------------------------------- vi
圖目錄 ----------------------------------------------------------------------------- vii
一、 緒論----------------------------------------------------------------------- 1
1.1 研究背景與動機-------------------------------------------------------- 1
1.2 研究問題與目的-------------------------------------------------------- 2
1.3 研究流程----------------------------------------------------------------- 3
1.4 章節架構----------------------------------------------------------------- 4
二、 文獻探討----------------------------------------------------------------- 6
2.1 有機農業----------------------------------------------------------------- 6
2.1.1 有機農業定義----------------------------------------------------------- 6
2.1.2 有機農業範疇----------------------------------------------------------- 8
2.1.3 有機農業特性與影響-------------------------------------------------- 9
2.1.4 有機農場經營管理----------------------------------------------------- 10
2.2 價值鏈-------------------------------------------------------------------- 12
2.2.1 價值鏈定義-------------------------------------------------------------- 12
2.2.2 價值鏈分析步驟-------------------------------------------------------- 14
2.2.3 價值鏈類型-------------------------------------------------------------- 15
2.3 利潤鏈-------------------------------------------------------------------- 17
2.3.1 利潤鏈模式-------------------------------------------------------------- 17
2.3.2 知識----------------------------------------------------------------------- 18
2.3.3 能力與利潤之關係----------------------------------------------------- 19
2.3.4 稟賦與利潤之關係----------------------------------------------------- 20
2.3.5 能力與稟賦之關係----------------------------------------------------- 21
2.4 經營模式----------------------------------------------------------------- 22
2.4.1 經營模式定義----------------------------------------------------------- 22
2.4.2 經營模式架構----------------------------------------------------------- 23
三、 研究方法----------------------------------------------------------------- 27
3.1 研究架構----------------------------------------------------------------- 27
3.2 研究方法---------------------------------------------------------------- 28
3.2.1 個案研究----------------------------------------------------------------- 29
3.2.2 深度訪談----------------------------------------------------------------- 29
3.2.3 次級資料蒐集----------------------------------------------------------- 30
3.3 訪談對象----------------------------------------------------------------- 31
四、 有機農業概況----------------------------------------------------------- 32
4.1 我國有機農業概況----------------------------------------------------- 32
4.1.1 我國有機農業發展簡史----------------------------------------------- 32
4.1.2 台灣有機業發展重點與輔導策略----------------------------------- 34
4.1.3 國內有機農業發展瓶頸----------------------------------------------- 35
4.2 國外有機農業發展概況----------------------------------------------- 36
4.2.1 美國----------------------------------------------------------------------- 37
4.2.2 日本----------------------------------------------------------------------- 39
4.2.3 歐盟----------------------------------------------------------------------- 41
4.3 台灣文旦業介紹-------------------------------------------------------- 43
五、 研究結果----------------------------------------------------------------- 46
5.1 有機文旦業價值鏈模式----------------------------------------------- 46
5.2 有機文旦業利潤鏈模式----------------------------------------------- 48
5.2.1 目標市場選擇與產品定位-------------------------------------------- 48
5.2.2 田間管理----------------------------------------------------------------- 49
5.2.3 採收分級與處理-------------------------------------------------------- 51
5.2.4 行銷與銷售-------------------------------------------------------------- 52
5.2.5 運輸配送與服務-------------------------------------------------------- 52
5.2.6 有機文旦業利潤鏈----------------------------------------------------- 53
5.3 有機文旦業經營模式-------------------------------------------------- 54
5.3.1 核心策略----------------------------------------------------------------- 55
5.3.2 策略性資源-------------------------------------------------------------- 57
5.3.3 顧客介面----------------------------------------------------------------- 61
5.3.4 價值網路----------------------------------------------------------------- 63
5.3.5 核心策略與策略性資源之活動構造分析-------------------------- 65
5.3.6 核心策略與顧客介面之顧客利益分析----------------------------- 66
5.3.7 策略性資源與價值網路之公司界線分析-------------------------- 67
5.3.8 整體策略評估----------------------------------------------------------- 68
六、 結論----------------------------------------------------------------------- 71
6.1 結論----------------------------------------------------------------------- 72
6.2 實務建議----------------------------------------------------------------- 72
6.3 後續研究建議----------------------------------------------------------- 73
參考文獻 ----------------------------------------------------------------------------- 74
附錄 ----------------------------------------------------------------------------- 78
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