A Study on the Marketing Co-opetition Model of the Floriculture Production and Marketing Groups in Taiwan

• Main Authors: Hsieh, Chia-Jen, 謝佳珍
• Other Authors: Lin, Feng-Jui
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/25918511870237360443

碩士 === 國立屏東科技大學 === 農企業管理研究所 === 95 === 　　The purpose of the study is to understand the current situation of the marketing co-opetition in Floriculture Production and Marketing Groups. In accordance with the research motivation and objectives, questionnaire was designed and sent to the members of Floriculture Production and Marketing Groups which are according to Agriculture Production and Marketing Group’s Information Service Networking of Council of Agriculture Executive Yuan R.O.C. in 2005. The empirical data was analyzed using the LISREL statistical software package. Conclusions drawn from the study included the implications for management practice and academic research, and recommendations were made for the public policy makers and Floriculture Production and Marketing Groups. Based on the established of marketing co-opetition model, the study used the structural equation modeling (SEM) technique to test and investigate the fitness between the marketing co-opetition model and their correlation with the variables of theoretically potentials. Then the Canonical Correlation Analysis was used to find out the key factors that influenced the marketing co-opetition and co-opetition performance. The research results show that the established of marketing co-opetition model could be used to explain and predict the marketing co-opetition model of Floriculture Production and Marketing Groups. It could also be used to explain and predict the reciprocal effect between core competency, resource-dependence, alliance motivation, marketing co-opetition and co-opetition performance. Furthermore, through its respective key factors, the level of the mutually positive correlations would be affected. Based on the research findings, the possible managerial and academic implications were proposed, the solid recommendations were made to the relevant government agencies and the Agriculture Production and Marketing Groups such that they can use the information as a reference on their planning and execution.