| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 101 === Small and medium-sized enterprises play an important role in Taiwan’s economy. Not only do they create a lot of employment opportunities, but they also earn export exchange. Also, in terms of output value and added value, they have impressive performances. Yet, agriculture is essential to Taiwan as well. Middle and southern Taiwan have been the most integral granary and the place of vegetable production in Taiwan. Undoubtedly, agriculture is fundamental to Taiwan’s development and the economic life of the Taiwanese. It also is a significant foundation of our primary industrial sectors. Kuo, Kai-Ti (2012) pointed out that carrots are full of international competitiveness and mainly for export. Thus, it is clear that carrots are an important export cash crop to Taiwan. Their potential for export cannot be overlooked.
Due to the global economic recession, agriculture development has been seriously affected. For this kind of trend, I hope to find out the key success factors of carrot exports via the study of successful carrot export cases to help related domestic agriculture in upgrading and transformation. The main purpose of this study is to enhance its competitiveness and to lessen the impact of being engulfed in global economic stagnation in order to scale new heights in Taiwan’s economy. This study uses AHP (analytic hierarchy process) and the expert questionnaire method to probe into the key success factors of the carrot production and marketing mode in Dongshi township, the biggest carrot producer in Taiwan, Yunlin county. I analyze the more significant key factors of each study dimension by means of AHP and then prioritize them in accordance with their weight to offer reference resources for operators to draw up management strategies.
This study synthesizes the assessments and discovers that the key success factors that influence the mode of Vegetables and Fruit’s production and marketing are:
1. The competitiveness of industry clusters
2. Currently existing competitors
3. Bargaining power of suppliers
4. Marketing projects and co-operative marketing
5. Consummate assistance measures
6. The government’s setting up of related regulations,
etc, showing that the most important key to the success of carrot exports at this stage is the competitiveness of the industry clusters and then how it influence other related factors, to form an industry advantage. Finally, using inductive key factors, this study develops a conclusion and related recommendations.
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