影響農業產銷班實施策略聯盟動機之因素探討

Abstract

The result of this study shows that the sample Production & Marketing Groups has certain relationship with other Production & Marketing Groups on skill, marketing information and products sales. Through the multiple regression analysis, it shows that number of members, sales volume for whole year, communication and coordination ability of group leaders, agricultural crisis of group leaders have positive influential effect on the motivation of Production & Marketing Groups to execute strategic alliance. Based on the finding we suggest that agricultural agencies can proceed to help Agricultural Production & Marketing Groups promote the cooperation of skill, marketing information and products sales. On the other hand, for promoting the motivation of Production & Marketing Groups to execute strategic alliance, we can increase the member of the group, raise the sales volume of Production & Marketing Groups, and increasethe communication and coordination ability and agricultural crisis of the group leaders.