A Study on the Critical Success Factors of Marketing Organization of Custard Apples in the Agricultural Center-satellite System-the Taitung Area Farmers' Association

• Main Authors: Sung Jung-Yu, 宋鐘裕
• Other Authors: Dr. Peng Ke-Chung
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/36118959536374015890

碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作系所 === 98 === The contents of abstract in this thesis： Since the nation's participation in the WTO, our agricultural sector has been faced with fierce market competition brought about by globalization and liberalization, which has also seriously impacted the production and marketing model of our small farming family-based agriculture. To cope with this situation, the cabinet-level Council of Agriculture has in 2007 launched Agricultural Center-satellite System Project in a bid to expeditiously improve the marketing structure and enhance the competitiveness of our agriculture industry through the integration of small farmers associations, the professional labor division among the marketing organizations and the mutual complement of resources. To follow this policy, the Taitung Area Farmers' Association it integrated their agricultural production and marketing groups to form a marketing organization that is in line with the model of “Agricultural Center-satellite System”. The purpose of this study is to explore the Critical Success Factors of “Agricultural Center-satellite System” in the marketing organization of custard apples. In the first stage of the study, Fuzzy Delphi Method was adopted to conduct expert survey. 20 measurement factors were obtained and integrated into 5 evaluation aspects to further construct a hierarchical structure. In the second stage, Analytical Hierarchy Process was used for an expert questionnaire survey to analyze the weight and sequence of each aspect and measurement factor. The results suggested that the Critical Success Factors in the order of their weights are respectively 1. The management of manpower 2. Marketing strategy 3. The strength of organization 4. Cost management 5. The management of financial risk. The top 6 weighted key factors to the successful application of Agricultural Center-Satellite System in the marketing organization of custard apples are 1. Executor's ability to integrate and cope with risk 2. The expansion of various distribution channels 3.Staff service quality4. The system's vision and goal. 5.Product quality control 6. Standard operational procedure Keywords: Agricultural Center-satellite System, Custard apples, Fuzzy Delphi Method, Analytical Hierarchy Process, Critical Success Factors