Study on the Critical Success Factors of Mango Production and Marketing Teams Management in Tainan County
碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作系所 === 96 === Farms in Tainan County are predominantly small. Due to the small scale of operation, it is difficult to lower down the costs of operation and to achieve the scale economy. As a result, the agricultural authorities strongly encourage and assist the farmers t...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/31699510393796939898 |
| Summary: | 碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作系所 === 96 === Farms in Tainan County are predominantly small. Due to the small scale of operation, it is difficult to lower down the costs of operation and to achieve the scale economy. As a result, the agricultural authorities strongly encourage and assist the farmers to establish agricultural production and marketing teams in order to operate more effectively and thus to increase the income of the farmers. There are three production and marketing teams passed the Global Good Agriculture Practice (Global GAP). They are pioneers and primarily export their products to the Japanese and South Korean markets. This study is aimed to explore the critical successful factors for the mango production and marketing teams in Tainan County by using the Analytical Hierarchy Process (AHP) approach and to share the findings with the farmer groups. The findings of the study show that the important factors are to increase the steady supply of safe and quality products; to increase the qualified good quality orchards to stabilize the supply; and to strengthen the public relation in order to obtain external resources and subsidies. The findings indicate the following three factors are highly regarded by the experts. The most important factor is the efficient production management, followed by the cooperation factor and external resources and cooperation, and then the marketing management factor. These factors currently play important roles in influencing the performance of the mango production and marketing teams in Tainan County which are different from the findings of the previous studies which focused on organizational structure and business administration.
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