請用此 Handle URI 來引用此文件: http://hdl.handle.net/11455/92546
標題: 台灣地區乳羊養殖戶經營策略、銷售通路與績效關係之探討
An Empirical Study on Business Strategy, Marketing Channel and Performance: A Case Study on Dairy Goat Farmers in Taiwan
作者: Chia-Ying Lin
林佳穎
關鍵字: 經營策略
銷售通路
經營績效
羊乳產業
Business strategy
Marketing channel
Performance
Dairy goat industry
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摘要: The total number of sheep and goats has increased steadily in the world. However, the dairy goat industry in Taiwan is facing dwindling number of goats and dairy goat productions. Facing the rapid expansion and the strong marketing channels of the dairy cow industry, the dairy goat farmers in Taiwan are under strong competition pressure and are urgent to find proper business strategies and marketing channels to sustain the performance and capabilities of their farms. Therefore, understanding business strategy and marketing channels and explore what kind of business strategy and marketing channels can lead to better performance has become a top priority for dairy goat farmers. Few studies have explored the relationships between business strategy, marketing channel and performance. This study aims to profile business strategies that goat farmers adopt in Taiwan and clarify the relationships between the business strategy, marketing channel and performance. Empirical data were collected through personal and telephone interviews from a list of 132 members in Goat Farmer Association R.O.C., and 84 valid questionnaires were acquired. Two business strategies (market-competition orientation and product-development orientation) were identified through the techniques of exploratory factor analysis, and their relationships with farm performances were conducted via multiple regression analysis. Further, the role of marketing channel (mediator or moderator) with the above two variables are also investigated in this study. The main findings of this study include: (1) There is a significant positively correlation between market-competition orientation and performance. (2) Although product-development orientation does not have significant correlation with performance, there is an interaction effect between product-development orientation and direct marketing channel. That is, dairy farmers who adopt product-development strategy and sell goat milk directly to consumers will have better performance.
世界羊隻飼養總數與產值逐年攀升之際,台灣羊乳產業卻面臨羊隻數量不斷減少、羊乳產量下滑以及牛乳業迅速擴展並且擁有較強通路等種種壓力,台灣乳羊養殖戶亟待於既有的能量下發揮最大的力量。面對多變的經營環境,台灣乳羊養殖戶若能選擇合適的經營策略以及銷售通路,自然可為牧場帶來更佳的經營績效表現以擁有永續經營的機會和能力。因此,了解台灣乳羊養殖戶存在哪些經營策略與銷售通路,以及探究採用何種經營策略與銷售通路可為牧場帶來更佳的經營績效儼然成為當務之急。 過去相關文獻顯少針對乳羊養殖戶所採用之經營策略、銷售通路與牧場經營績效表現三者關係加以著墨,本研究透過實證釐清三者間之影響關係,以全台灣乳羊養殖之主要經營業者為研究母體,調查了132位已加入中華民國養羊協會之乳羊養殖業者,透過人員與電話訪談進行問卷調查,總共回收有效問卷84份。採用探索性因素分析將台灣乳羊養殖戶所採用之兩種經營策略分別命名為市場競爭導向與產品研發導向,並透過多元迴歸分析探討兩個經營策略分別與牧場主觀以及客觀經營績效之關係,更進一步探討銷售通路採用情形的不同是否存在中介效果或調節作用。 經由實證發現:市場競爭導向與牧場經營績效存在顯著正相關,越傾向採用市場競爭導向之乳羊養殖戶,其牧場經營績效表現會越佳。而產品研發導向與牧場經營績效則沒有顯著相關,代表產品研發導向與牧場經營績效彼此間並沒有關係存在,然而產品研發導向與自產自銷之銷售通路對於牧場經營績效存在交互作用,代表相較於私人乳品公司以及運銷合作社兩種銷售通路,傾向產品研發導向之乳羊養殖戶若採用自產自銷之銷售通路可為牧場帶來較佳的經營績效表現。
URI: http://hdl.handle.net/11455/92546
文章公開時間: 10000-01-01
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