A study of establishing Taiwan phalaenopsisindustry’s marketing channels by Center-Satellite Operation System

• Main Authors: Chin-Sheng Lin, 林欽勝
• Other Authors: 陳連勝
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/33959361932039608701

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 100 === Phalaenopsis orchid produces are the highest yield and most productive exported agricultural products of Taiwan. While the government provides generous policy supports, deficiencies in the production and marketing however lead to failure in facing strong foreign competitors like the Netherland. This study observes the characters of Taiwanese phalaenopsis orchid industry, such as cultivating, marketing, cost, etc; and analyzes the advantages and disadvantages of its production and marketing; through interviewing experienced practitioners across the industry, including leaders of related associations, prominent thremmatologists, seedling cultivators of different growth stage, flower forcing cultivators, major traders, and executives of leading corporations. Study shows Taiwanese phalaenopsis orchid industry has prominent production skills, while available capital and knowledge to production and marketing is however insufficient. The high initial investment and long cultivating time are heavy burden to Taiwanese phalaenopsis orchid industry, which consists of individual cultivators and relatively small agricultural corporations. An investment to annual-yield of 50 million plants is far from affordable to a Taiwanese corporation in comparison to a Dutch counterpart. Taiwanese products are yet standardized so that inefficiency happens at every stage of production and marketing. The agricultural center-satellite factory system has planned by Taiwanese government for many years yet not prevailed. A successful implementation in agriculture remains absent. After interviewing the same group of stakeholders, the agricultural center-satellite factory system could however provide an efficient platform to reach consensus among corporations, to clarify obligations among stakeholders, to standardize products, to integrate marketing efforts, to deploy products, and to help branding. To keep the leading role in global phalaenopsis orchid market, building a well-organized production and marketing system is critical to Taiwanese phalaenopsis orchid industry. Since the chance to have a dominant enterprise is scarce, implementing agricultural center-satellite factory system could be an effective solution. Keywords: center-satellite factory system, phalaenopsis, marketing channel