A study on competitive strategy of local production and local consumption organizations in Taiwan

• Main Authors: Yi-Chun Chang, 張以君
• Other Authors: Bi-Kun Tsai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/32789658062858889388

碩士 === 國立中興大學 === 生物產業管理研究所 === 104 === In this study, the Taiwan’s organizations of Local Production and Local Consumption are taken as our research field to focus on three types of Taiwan’s Local Production and Local Consumption organizations. They include the Land & Rice Studio, NCHU Organic Farmers’ Market, and Dream Works of the Mei at Sin Yi Township Farmers’ Association which respectively stands for "Community Supported Agriculture", "Farmers'' Markets", and "Local Specialty Production". We interviewed the successful organization leaders to understand the views of various leaderships of Local Production and Local Consumption Organization, and identify the Taiwan’s future competitive strategy of Local Production and Local Consumption through their views combined with SWOT matrix analysis. The study results show that, for Community Supported Agriculture, the future direction of development are consolidating and strengthening toward the trust mechanism, network communication and tracking, risk sharing adjustment mode of operation, encouraging the young people to return home business, the establishment of mutual help mode, risk reduction, and rural apprenticeship. For Farmers'' Market, it is suggested the future direction of development are establishing certification system to maintain brand confidence, internet community management, strengthening customer relationship management and market autonomic sustainable development, increasing the number of business days and pre-order pickup service, educating the public to maintain the importance of organic agriculture production environment, combining mobile communication, providing real-time information products. For the future development of Local Specialty Production, the points are incorporating the local elements, strengthening local industry, coordinating with the government to promote regional agricultural products brand, promoting industrial cultural activities, coordinating with a wave of rural tourism, making good use of the advantages of leisure industry cluster, strengthening the network marketing, creating the market segmentation, encouraging youth migration, training future talent, as well as maintaining and shaping good product quality, and other policy. Through the visions of three leaders who create Land & Rice Studio, NCHU Organic Farmers’ Market and Dream Works of the Mei at SinYi Township Farmers’ Association, it is found in this study that the future competitive strategy available for Taiwan’s Local Production and Local Consumption has two commonalities. First, continue to strengthen the trust mechanism between the production side and the people. The Local Production and Local Consumption Organization establish the dialogue space without barriers between producers and people as well as production transparency of to resolve the doubts and misunderstandings caused by information asymmetry for each other to form a bilateral exchange and trust and support mechanisms. Second, manage customer relationship through the web social media. The far-reaching influence of Local Production and Local Consumption Organization through Internet social media through, not only can update the latest status of the production side to enhance the participation opportunity for people, but also enhance the exposure.