| Summary: | 碩士 === 國立中興大學 === 農業企業經營管理碩士在職專班 === 104 === Since Taiwan joined WTO, its agricultural industry has been impacted by globalization and free trade. The farmers’ associations in Taiwan have faced severe challenges and difficulties, as they change business models and try to reform and formulate cooperative integration. Among them Dali association transformed its business strategy by extending service scope and diversifying business activities so as to be ranked top. Also, Sinyi association broke through traditional management and employed creative models by combining culture and brand marketing to achieve high growth. The key success factors (KSF) of these two farmers’ associations are thus worth investigating. This study adopts the case study method and conducts literature analysis and in-depth interviews. Primary results reveal that the KSFs of the credit department at farmers’ associations consist of management, service quality, human resource and operations. As for the retail department, the KSFs include the 7Ps framework of product, pricing, placement, promotion, people, process and physical evidence. The findings would provide valuable reference for the management of farmers’ associations.
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