花生加工產業發展與經營策略之研究 -以雲林縣廠商為分析對象

Abstract

本研究旨在探討雲林縣花生加工產業發展與經營策略。本研究以目前雲林縣花生加工經營業者為對象，篩選出5家公司，進行探索性個案研究，以分析業者如何因應市場及消費者多面向的需求，將產品透過加工技術、行銷策略將附加價值提昇。又就食品添加物的添加是否危害人體，以及研究個案經營者人格特質是否會左右企業成長進行探討，以提出經營改善之建議。 本文除探討花生加工產業之營運現況，並運用財務五力分析及經營者深度訪談方式進行研究，分析市場之財務經營績效和非財務經營績效，並根據業者長期實務經營的經驗與看法研擬產業之發展與經營改善策略。本文亦透過研究者命題與觀察了解現行花生加工業者經營的盲點，根據研究提出有關市場地位與資源關係、市場地位與策略關係之運用等發現，可提供廠商作為採行適當策略以促進產業發展與經營績效的決策依據。

The aim of this study was to discuss the development and the operation strategy for Peanut Processing Industry in Yunlin County. In order to conduct this research,five companies were chosen to participate in the exploratory case study. The adjectives of the study were to analyze how and what the business operators attempt to do to meet the multi-faceted market and customer needs. In addition, the value added by product processing technology and marketing strategy was also brought into consideration. Besides that, the effects of the addition of food addictives on human body and the characteristics of operators were regarded and the improvements of business operation were recommended. Other than the discussion of the operation of the peanut processing industry, the five-force financial analysis and in-depth interview with the operators were utilized to conduct the research. Analysis of market financial operating performance and non-financial business performance as well as the insights of experiences business operators and opinions of the market planning and operational strategy was used as reference. The study gained the knowledge and revealed the blind spots of the peanut processing industry through researcher’s questionnaires. The findings of the relationships of the current operating position and strategy can be used to establish appropriate strategies thereby promote and advance the product development and the operating performance.