應用價值鏈探討太平荔枝產業

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题名:	應用價值鏈探討太平荔枝產業
其它题名:	Applying the Value Chain to the Lychee Industry in Tai-Ping
作者:	黃文生 HUANG, WEN-SHENG
贡献者:	許昌賢 HSU, CHANG-HSIEN 經營管理學系碩士在職專班
关键词:	價值鏈分析;農產外銷;競爭優勢 Value Chain Analysis;Agricultural Export;Competitive Advantage
日期:	2023
上传时间:	2023-11-22 02:08:19 (UTC+0)
摘要:	本研究基於Michael Porter提出的價值鏈分析方法，探討台中市荔枝外銷新加坡的經營管理策略。荔枝作為台灣重要的經濟果樹之一，近年來卻面臨著生產成本高漲以及中國競爭激烈的市場挑戰，因此，提升荔枝產業的出口競爭力成為迫切需要解決的問題。本研究將以台中市荔枝產業為例，企圖對其外銷新加坡的現況和產業結構進行分析，從而檢視荔枝產業在國際市場中的競爭優勢。本研究以波特的價值鏈分析法為理論架構，並以個案研究法進行資料搜集。研究聚焦於價值鏈分析中主要活動的「生產製造」環節，分析太平區農會在價值鏈中的角色，包括從農民手中收購荔枝，到完成產品分級、包裝、冷藏等各個重要環節。實證分析顯示，太平區農會透過精緻的生產製造流程，如專業的分級和冷藏技術，成功提升了產品價值，並使得荔枝成功打入新加坡市場。研究結果對於理解農會如何在全球價值鏈中創造價值，並對於農會如何應對市場挑戰提供了實證支持。最後，本研究基於研究結果，提出研究建議，期能有助於未來的學者和決策者更深入了解並提升台灣荔枝產業的國際競爭力。 This study employs the Value Chain Analysis methodology proposed by Michael Porter to examine the business management strategy of Taichung's lychee exports to Singapore. As one of Taiwan's significant economic fruit trees, lychee has been facing escalating production costs and fierce market competition from China in recent years. Thus, enhancing the export competitiveness of the lychee industry is a pressing issue that needs to be addressed. This research uses the lychee industry in Taichung as a case study, aiming to analyze its current state and industry structure of exporting to Singapore, thereby assessing the competitive advantage of the lychee industry in the international market.This study adopts Porter's Value Chain Analysis as its theoretical framework and uses a case study approach for data collection. The research focuses on the 'Operations' phase, a major activity within value chain analysis, to dissect the role of the Taiping Farmers' Association within the value chain, which includes the procurement of lychees from farmers, through to the completion of crucial steps such as product grading, packaging, and cold storage.Empirical analysis reveals that the Taiping Farmers' Association, through its sophisticated production and manufacturing processes, including professional grading and cold storage technologies, successfully enhances product value and has successfully facilitated the entry of lychees into the Singapore market. The study outcomes provide empirical evidence for understanding how the Farmers' Association creates value within the global value chain and addresses market challenges. Lastly, this research offers recommendations based on the research findings, aiming to assist future scholars and decision-makers in further understanding and enhancing the international competitiveness of Taiwan's lychee industry.
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