臺灣結球萵苣生產外銷決策模式之研究

Abstract

臺灣冬季非常適合各種冷涼季蔬菜之生產，生產過剩，菜賤傷農，一直是農民心中之痛。臺灣於2002年加入世界貿易組織之後，對農業是危機也是轉機。本論文係以尋找到適合臺灣冬季生產，又具有國際競爭力的結球萵苣為例，探討如何作出創新而又正確決策和具體行動，以結合蔬菜產銷班及利用策略聯盟之模式，規劃集團生產，並以「臺灣蔬菜」品牌打開外銷管道，為農民找到新興、有利基，且可供外銷之蔬菜種類，同時兼而解決冬季蔬菜生產過剩之問題。 本研究顯示適時的見到「機先」、以農業專業知識做審識、正確地決策，再審慎謀定規劃和訂出執行計畫，有效地利用策略聯盟方式執行，可以完成既定的目標。 關鍵字：決策、農業策略聯盟、結球萵苣、新興外銷蔬菜

Taiwan’s winter is very suitable for growing cool crops of vegetables, but over production is always a pain for farmers. After Taiwan joined WTO in 2002, it jeopardized Taiwan’s agriculture industry but it also created a turning point. This thesis uses head lettuce (cabbage lettuce) as an example, a vegetable that can grow in Taiwan’s winter and posses international competitiveness, to discuss how to come up with an innovative and correct decision making with concrete actions. We want to utilize vegetable production and marketing teams and strategic alliances model for planning group production. Also, use “Taiwan Vegetable” as the brand name to open up export channels and help our farmers to find a new niche and exportable vegetables. At the same time solve the over production problem of winter vegetables. This study shows that seeing “minute clue” in a timely fashion and utilizing professional agriculture knowledge to examine and make correct decisions then carefully calculate and construct the plan of action, together with efficient use of strategic alliances as the execution model, we can accomplish the planned goal. Key Words: decision, agriculture strategic alliances, head lettuce, new exportable vegetables.