The Key Successful Factors of promoting Organic Rice Production and Marketing Group – take the owner of Hualien and Taitung as an example

• Main Authors: Lee,Yuan, 李籲安
• Other Authors: Lee, Menghsun
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/65552057735290877787

碩士 === 長榮大學 === 企業管理學系碩士班 === 101 === Because of the environment protection、the consumer conscious and the health ideas are rising up recently, the agriculture in Taiwan is going to be developed organism. In other words, beyond these kinds of ideas, the consumers are not only focused on the nutrition balanced but the safety and healthy. The organic agriculture development is in this type of trend. People in Taiwan are used to eat rice products. Therefore the organic rice developed is in the foreground and kept on vital status in Taiwan, therefore in business management and performance, the organic rice in Taiwan is facing challenges. The organic rice marketing group in Hualien and Taitung are our research arrange. Going through the Balanced Scorecard (Kaplan and Norton, 1992) build up the financial and nun financial index. The first step is to take the Fuzzy Delphi Method to pick out twelve expert’s opinions and assessment items, the second is to use the Fuzzy Analyic Hierarchy Process to pick out “the marketing promotion” “mastering the market” “shaping the brand imagine” “members and employee’s professionalism” “quality control” “educational training” to be the Key Successful Factors of promoting Organic Rice Production and Marketing Group. Finally, this study developed the strategic blueprint to promote operational performance for for organic rice marketing group by focusing on the selected key success factors. The researcher appreciates the results of this study to provide the government and the industrialists as reference basis. Expecting the organic rice marketing group to set up the frame well and have big growth. The marketing group could be synthesized work out and to develop more feature and more competitive.