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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
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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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.

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