A Study on the Production, Marketing and the International Competitiveness of Phalaenopsis Industry in Taiwan

• Main Authors: Ching-Yi Wang, 王靜宜
• Other Authors: 王親仁
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/83qm3x

碩士 === 臺中技術學院 === 事業經營研究所 === 98 === According to COA statistics, the export value of orchid industry has reached more than 18 million U.S. dollars in 2000, as the largest world orchid exporting country. Due to the rapid growth, the Phalaenopsis export value reached more than 62 million U.S. dollars which is 56% of the total flower exports in 2009. This study used qualitative analysis by means of Porter Diamond Model including six dimensions (factor of conditions, demand condition, related and supporting industries, firm strategy, structure and rivalry, the role of chance and the role of government) to analyze the Strengths and Weaknesses of production and marketing structure and the competitiveness of the international market in the orchid industry in order to understand our competitiveness in the international orchid industry market. The empirical analysis shows that Taiwan''s Phalaenopsis industry has the competitive advantages related to the species diversity and the specific R&D technology of R & D in international markets. We found that the structure dimensions of the production factors, related and supporting industries, firm strategy, structure and competition in Taiwan have relatively between disadvantage and general status than those in Netherlands. Especially, the shortages of marketing, promoting in international marketing is still need to find an efficient solution. Furthermore, the lack of international expertise talent within the industry is also the major secret worry of international competition in the future. Advancing personnel training and creating an international perspective of industry personnel will contribute to the international competitiveness in orchid industry.