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系統識別號 U0026-3101201320544200
論文名稱(中文) 綠色蔬食銷售通路之關鍵成功因素--以台南地區主婦聯盟為例
論文名稱(英文) Critical Success Factors of Green Vegetable Foods Sales Channels - Using the Housewives Union in Tainan Metropolitan Area as an Example
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系專班
系所名稱(英) Department of Industrial and Information Management (on the job class)
學年度 101
學期 1
出版年 102
研究生(中文) 張燕華
研究生(英文) Yann-Hwa Chang
學號 r37991237
學位類別 碩士
語文別 中文
論文頁數 70頁
口試委員 口試委員-林清河
口試委員-耿伯文
指導教授-李昇暾
中文關鍵字 關鍵成功因素  主婦聯盟  消費文化理論  使用價值理論  行銷理論 
英文關鍵字 Critical Success Factors  Consumer Culture Theory  Using the Theory Of Value  Marketing Theory 
學科別分類
中文摘要 本研究依據主婦聯盟生活消費合作社目前銷售通路經營狀況,經由主婦聯盟生活消費合作社組織部經理及台南地區各站長深度訪談後,發現有許多可供學習的地方,也是其綠色蔬食銷售通路關鍵成功最大因素。小農因契作生產產生了莫大效果,因農友有穩定的生產量,並且有固定的銷售通路(社員),對社員來說,經由合作社大量收購,社員直接購買,摒除中間商剝削利潤,甚至於合作社的管銷成本(包括上架成本、人事成本、運銷成本、包裝成本...)也減少許多不必要浪費。本研究發現,台南地區主婦聯盟生活消費合作社目前的銷售經營狀況,有許多可供學習的方向,在此提供研究後想法。
1、 採共同購買之經營方式,藉由大量消費/銷售力,以提高和農友的議價能力,並且透過預購模式,達到食材新鮮度,保物美價廉,食的安全消費品為依歸。

2、 好所在與取貨站的存在,是社員採購空間,同時也提供了人際互動機會,此外。好所在亦定期舉辦各項活動,讓社員們有參與及交流空間,多了交流聚會場所,無形中拉攏了社員們的凝聚力。

3、 與一般超市或有機商店最大差異化為堅持只對社員交易,其主要經營銷售目標是協助社員購買所需綠色蔬食,因彼此理念認同相近,故而少去外力干擾降低產品品質,對社員選購產品上得以維護的認同度相對提升。

4、 對硝酸鹽食用上安全把關與願景相當明確,和農友之間契作生產由前端種植控管表明了堅持理念,在綠色蔬食品質控管已遠遠超出政府單位之要求,對社員而言是品質保證代表。

5、 台南地區最大特色在於多樣的分享、教育活動,及不斷建構消費群與生產端的互信關係。並安排產地之旅,與生產者面對面及產品解說等,藉以確認彼此互利共生的關係。
英文摘要 Based on the in-depth interviews with the management teams and local store outlet managers, we discovered many valuable lessons we can learn from the successful operations of Housewife Consumer Union (HCU). These are the primary key elements that lead to the ultimate success of green produce sales. Small contracted farmers generated steady economic value because of committed production quantity and stable distribution channels (union members). From the union member’s point of view, it is of great benefit due to quantity purchase and direct sales.
As a result of elimination of middlemen and distributors, the costs of management and sales as well as other un-necessary expenses, such as shelving, human resources, distribution, packaging, advertisement etc., were further reduced.
To provide future directions for further studies, we are, therefore, presenting and summarizing the findings of this study derived from the analysis and evaluation of the Tainan Regional HCU successful operations as follows:
1. The group purchasing and group consuming elevate the consumers’ bargaining power on pricing from the farmers. The pre-order system enables consumers get the best food freshness, guarantees better quality at lower price, and ensures safety of consumer food products.
2. The good store locations and products pick-up points provides room for purchasing as well as place for member’s interpersonal social and networking activities. The good locations periodically sponsor a variety of activities to allow member’s participation and interaction with each other, therefore, enhancing the cohesiveness of the union membership.
3. One key distinction of HCU from general supermarkets or organic special stores is its exclusivity of sales to members only. Because the main objective of the operation is to help member customers to acquire needed green produce, it eliminates quality compromises due to possible interferences from outsiders. As a consequence, a higher degree of consensus expectations can be maintained on the quality criteria of the goods.
4. As an integral part of the supply contract, HCU sets very clear guidelines and expectations to the producers on the safe use of nitrate salts during production. Due to the upfront insistence on the control and monitoring of the products, the specifications of the quality control are actually far tighter than that provided by the official governing body of the government.
5. The most distinctive features of the Tainan regional operation are the sponsorship of diversified sharing and educational activities, continued building and enhancing the trust between the purchasing groups and the producers/suppliers, as well as arrangements of field trips to visit and tour the farmlands/processing plants or to listen to product demonstrations and presentations etc. to ensure the duration of the interdependent relationship.
論文目次 目 錄
口試合格證書 I
摘要 II
Abstract III
誌謝 V
目 錄 VI
表 目 錄 IX
圖 目 錄 X
第一章 緒論 1
1.1 研究背景與動機 3
1.2 研究目的 4
1.3 研究流程與架構 5
第二章 文獻探討 7
2.1 有機農業的定義 7
2.1.1 有機農業的特性 9
2.2 經營模式 11
2.2.1 台灣有機緣起與背景 11
2.2.2 研究對象的組織說明 12
2.2.3 組織歷史簡介 12
2.2.4 經營動機 13
2.2.5 經營模式與管理思維 14
2.2.6 經營動機 15
2.3 關鍵成功因素的定義 16
2.3.1 關鍵成功因素之特性 18
2.3.2 相關產業關鍵成功因素之研究 19
2.3.3關鍵成功因素與競爭優勢之間的關係 22
第三章 研究方法 23
3.1 研究流程 23
3.2 質性研究 24
3.3 內容分析法 25
3.3.1 內容分析法的定義 25
3.3.2 內容分析法的架構 27
3.3.3 資料收集 29
3.3.4 訪問問題設計 30
3.3.5 類目建構、單元與編碼 31
3.3.6 信度、效度檢驗 34
第四章 研究結果 37
4.1 初步結果 37
4.2 內容分析法結果 41
4.2.1 語幹分析 41
4.2.2 信度與效度 43
4.2.3 深度訪談結果 44
4.2.4 一般管理與領導理論 44
4.2.5 非使用價值理論 46
4.2.6 行銷理論 48
4.2.7 消費文化理論 52
第五章 討論 55
5.1 銷售族群 55
5.1.1 營運目標 57
5.1.2 營運目標 58
5.2 結論 59
5.3 研究限制與建議 60
參考文獻 62
中文文獻 62
英文文獻 63
引註資料 66
附錄一 半結構式的訪談問項 67
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引註資料
http://www.hucc-coop.tw/map.asp, 服務據點-台灣主婦聯盟生活消費合作社.
台灣主婦聯盟生活消費合作社。99/2/1,取自http://www.hucc-coop.tw/。
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有機農業全球資訊網,http://organic.niu.edu.tw/01-introduction/index.htm
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