A Study on the Key Successful Factors for the Operations of Floriculture Production and Marketing Teams — The Case of Floriculture Production and Marketing Teams in Kao-Ping Area

• Main Authors: Chun-Mei Yeh, 葉春梅
• Other Authors: Rern-Jay Hung
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/05064773624698488912

碩士 === 國立屏東科技大學 === 農企業管理系 === 92 === 　　This study employs AHP method to investigate the ranks and weights of key successful factors for the operations and management of floriculture production and marketing teams in Kao-Ping area. We expect to find the key successful factors so that to provide to the teams for their strategies making reference. 　　The purposes of this studies are as follows: (1) To describe the current situations of the operations of floriculture production and marketing teams is Kao-Ping area. (2) To investigate the key successful factors for floriculture production and marketing teams in Kao-Ping area. (3) To construct the relations between the key successful factors and competitive advantages for floriculture production and marketing teams in Kao-Ping area. 　　This study uses two-stage expert questionnaires. The first stage is to confirm the important factors collected by related literature using first run and second run expert questionnaires. Then the second stage AHP questionnaire is designed according to the first stage results. The subjects of all questionnaires consist of the scholars, extension workers and leaders of the production and market teams in flower industry. 　　The results show that the first eighth key successful factors are: grading and packing; excellent market channels; brand popularity; technology sharing and problem solving cooperation among members; species choices and adjustments of production periods; interactions between members; extension activities; and production and production technologies. We also try to connect the key successfully factors to Porter’s competitive advantages. Conclusions and suggestions for floriculture production and marketing teams, administrative agency, and further study , respectively, are also made.