This thesis applies the historical-structural approach to study rice industry of the development in Taiwan and stat role how to change. We through the influence cause and structure by whole international and internal circumstance, political economics, and social factors during the transferring process of rice industry after the government of R.O.C. moved to Taiwan in 1949¡Athis thesis based on the production and sale of the rice policy changing in four different and sequential stages, which is used to examine the four stages at the relationship among state¡Brice farmers and unofficial agricultural sectors in development of Taiwan Rice Industry, and also explores what kind of pressures will influence the state¡¦s role.

To cope with the impact of rice import on rice industry due to Taiwan¡¦s joining in the WTO, Agriculture and Food Agency of Agriculture Council, Executive Yuan has drawn support from farmer groups or food dealers with marketing capabilities as well as rice farmers and people engaged in seedling raising, rice processing and rice milling to set up ¡§special rice production and marketing areas¡¨ since 2005. At these areas, integrative production and marketing mechanism and branding business model are used to build a rice production and marketing system that owns competitive advantages in both domestic sales and export sales, so as to increase farmers¡¦ income. With in-depth interview and secondary data as sources, this paper uses qualitative analysis to discuss how the Fang Rong rice factory in Houpi Township of Tainan County copes with changes in external environment, and investigate its innovative transformation for the purpose of sustainable development, as well as the reasons, processes and performances of the transformation. Research results are respectively described as follows: 1. Sources of innovation: external and internal factors. The former includes Taiwan¡¦s joining in the WTO, government policy promotion, non-profit organization promotion and changes in consumers¡¦ behaviors; the latter includes senior supervisors and normal employees¡¦ awakening in the rice factory as well as farmers¡¦ arousal. 2. Innovation mode: product innovation, process innovation, method innovation and marketing innovation. ¡]1¡^Product innovation: includes breed improvement, line extension and technological innovation. ¡]2¡^Process innovation: implements source management, contract farming and SOP of rice production process, highlights securitization, rationalization and ecologization, and achieves scientific management. ¡]3¡^Method innovation: this case introduces competitive agriculture, social values and profits sharing into enterprise business ideas. ¡]4¡^Marketing innovation: combines rice industry with leisure experience. The target market changes from B2B into B2C. This case values customer relationship management, constructs diversified products, brand and packaging, exploits diversified markets and marketing channels, utilizes story marketing, and continuously gets good achievements in competitions to enhance brand awareness. 3. Benefits of innovative transformation: the innovative transformation benefits of this case include economic benefits, ecological and environmental benefits, socio-cultural benefits, quality improvement, customers¡¦ high satisfaction, high brand awareness, horizontal alliances, technological changes, as well as staff and farmers¡¦ growth. Key words: rice industry, Innovative transformation, special rice production and marketing area

¡@Recently, with the speedy pace of upcoming WTO negotiation, import tariff imposed on rice become inevitable. Thus, agriculture in Taiwan has been trapped by the depression atmosphere caused by WTO negotiation. How to make rice industry in Taiwan enjoy a clear business climate and bring with revival development opportunities under globalization is really a critical issue worthy of our concern. ¡@¡@This research is not only aimed to insightfully understand the impact on rice industries in Taiwan after WTO entry but also intended to explore whether the promoted agriculture policies can reach profit goals set by farmers, enhance the competence of local rice and establish marketing outlets under open rice markets. Thus, this research is designed with questionnaires based on SWOT analysis structures. Also, through questionnaire surveys and in-depth interview on farmers and personnel from farmers' association, it is aimed to delineate what impact and challenge (menace) will affect local rice industries after Taiwan's WTO entry. Also, the possible breakthrough opportunities and development to improve the competence of local rice products, together with insightful knowledge on the advantages of natural environment and human culture conditions on Kaohsiung and Pingtung regions are also explored. ¡@¡@Research results indicate that aging farmers show less cognition to advantages, disadvantages and opportunities than that of younger farmers. The employees' cognition to advantages and disadvantages from farmers' associations is stronger than that of amateur or professional farmers. The respondents in Pingtung regions show stronger cognition to advantages and disadvantages to that of respondents on Kaohsiung regions. Higher-educated farmers show stronger cognition to opportunities. Families with higher income show stronger cognition to disadvantages. Finally, based on results from questionnaire surveys and in-depth interview, the suggestion is proposed to solve the possible influential issues on rice industries after Taiwan's WTO entry. It is expected through this research; the issues from the stakeholders in rice industries can be clearly highlighted with beneficial reference for governmental agencies, farmers and scholars to put forward production and marketing strategies in rice industries under WTO.

Submitted by Luanna Matias (lua_matias@yahoo.com.br) on 2015-02-09T14:46:02Z No. of bitstreams: 2 Dissertação - Juliana Peres Terêncio - 2014.pdf: 2348788 bytes, checksum: ee00905b1d4ac4269fe4023cc3319bf3 (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2015-02-20T11:25:30Z (GMT) No. of bitstreams: 2 Dissertação - Juliana Peres Terêncio - 2014.pdf: 2348788 bytes, checksum: ee00905b1d4ac4269fe4023cc3319bf3 (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) / Made available in DSpace on 2015-02-20T11:25:30Z (GMT). No. of bitstreams: 2 Dissertação - Juliana Peres Terêncio - 2014.pdf: 2348788 bytes, checksum: ee00905b1d4ac4269fe4023cc3319bf3 (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) Previous issue date: 2014-05-30 / Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq / The work aims to identify the main sources of transaction costs in the governance structures of rice industries in the State of Goiás, their characteristics, as well as how these organizations respond to these phenomena. The research is theoretical basis for New Institutional Economics, Economics of Transaction Costs starting with a review of concepts and approaches used in the study of business inside the agribusiness sector. After reviewing the literature, the rice got contextualized in the world, in Brazil and Goiás. Data about production, inventory, marketing, consumer preferences, and also changes in the market were considered in order to justify the work and inform the importance of this commodity as food.Defined and presented the characteristic of the studied object, the next step was the preparation of a questionnaire to verify the sources of transaction costs, its characteristics and the way organizations treat the phenomenon. In the results, applying the methodology described in 22% of industries installed in the State, it was found the standard of competition required by the market; which payment policies of the raw materials implemented by companies; view toward the short term, undercapitalization and low propensity to adopt technological innovations, including a disorganized institutional environment, as a reality for the vast majority of companies researched. Furthermore, consistent with the theory stated, the main sources of transaction costs relate to opportunism and main attributes of transactions: asset specificity, frequency and uncertainty. The analysis indicated that in addition to the main attributes of transactions, the nature of the coordination process implemented occurs, mainly through the market,that industries could improve coordination and reduce costs with the adoption of hybrid instruments of coordination and long and medium term contracts. But despite the lack of an improvement in coordination, Goiás industry gets the best and biggest trading margins for processed rice market in Goiás. This may be a reflection of a market with monopoly characteristics that the leader of the sector practices between producers, distributors and between companies related to the segment. / O trabalho tem por objetivo identificar as principais fontes de custos de transação nas estruturas de governança das indústrias arrozeiras goianas, suas características, bem como a forma como essas organizações reagem a estes fenômenos. A pesquisa tem por base teórica a Nova Economia Institucional, Economia dos Custos de Transação começando com uma revisão de conceitos e abordagens utilizadas no estudo de empresas no setor agroindustrial. Após a revisão de literatura, contextualizou-se o arroz no mundo, no Brasil e em Goiás. Dados sobre a produção, estoque, comercialização, preferências do consumidor, mudanças no mercado foram consideradas com o intuito de justificar o trabalho e informar a importância dessa commodity como alimento. Definidas e apresentadas as característica do objeto estudado partiu-se para a elaboração de um questionário para a verificação das fontes de custos de transação, suas características e a forma como as organizações tratam o fenômeno. Nos resultados, aplicando a metodologia descrita em 22% das indústrias instaladas no estado, foi encontrado o padrão de concorrência estabelecido no mercado; quais as políticas de pagamento das matérias-primas implementadas pelas empresas; visão voltada para o curto prazo, descapitalização e baixa propensão à adoção de inovações tecnológicas, além de um ambiente institucional desorganizado, como uma realidade para a grande maioria das firmas pesquisadas. Além disso, coerentemente com o indicado pela teoria, as principais fontes de custos de transação se relacionam com o oportunismo e com os principais atributos das transações: especificidade de ativo, freqüência e incerteza. A análise indicou que além dos principais atributos das transações, a natureza do processo de coordenação implementado se dá, majoritariamente via mercado, que as indústrias poderiam melhorar sua coordenação e reduzir custos com adoção de instrumentos híbridos de coordenação como contratos de longo e médio prazos, porém apesar da falta de um aprimoramento na coordenação, a indústria goiana consegue as melhores e maiores margens de comercialização de arroz beneficiado no mercado goiano. Isso pode ser o reflexo de um mercado com características de monopólio que a empresa líder do setor exerce entre produtores, distribuidores e entre firmas relacionadas ao segmento.

體驗經濟思維已成為未來企業經營的重心，體驗為主的企業，紛紛利用不同的體驗活動增加產品、服務的附加價值。綜觀台灣稻米產業，在加入世界貿易組織後，面臨稻米開放進口及削減農業補貼之壓力，加上國人飲食習慣受西式文化影響，飲食選擇多樣化及家庭外食比例提高，造成稻米耕作面積縮減及稻米供應量降低，使稻米產業的經營不免落入產量與價格的競爭。 研究從商業模式創新的角度出發，針對掌生穀粒糧商號、行健有機夢想村、穀東俱樂部與南澳自然田，四間台灣稻米產業中成功轉換到體驗經濟思維下經營的個案公司，根據深入訪談與直接觀察分析，了解並評估個案公司在體驗經濟下的商業模式創新。而研究成果一方面可提供四間個案公司作為未來發展的參考，另一方面也可成為未來台灣稻米產業在體驗經濟下創新經營的參考典範。 本研究之研究結論如下： 1.傳統稻米產業應積極尋求外部資源的投入，以求產業的成長轉型，加強與消費者間體驗的互動，勿停留在提供初級產品的經營思維。 2.企業經營者應秉持自己的中心思想，尋找具相同理念的消費者，營造具特色的體驗活動，勿一味追求市場佔有率。 3.稻米產業中企業商業模式的創新應善用新科技與體驗活動設計，並納入舊有元素，在傳統與創新中找到平衡點。 4.稻米產業中企業進行商業模式創新時，除考量可行性與創造財富的潛力，亦應思考永續經營與移轉複製的能性。 5.企業進行商業模式創新時，需一併考慮自身的社會責任，透過體驗行銷與體驗媒介傳達有益社會的經營理念，以服務大眾為己任。 個案研究顯示，四間個案公司的商業模式創新都和創新機會與創新因素息息相關，更與體驗經濟思維有非常深厚的連結，而商業模式的創新，確實能為台灣稻米產業帶來創造財富的潛力與提升永續經營的可能性。 / In recent years, experience economic viewpoint has been an important role in business. Some companies raise their products’ or services’ value by holding different experiential activities. In addition, the rice industry in Taiwan faces many challenges recently. First of all, imported liberalization and reduction of agricultural subsidies owing to joining WTO make more stress. And then people change their eating habits because of Western cultures. Moreover, many kinds of eating choices and higher proportion of eating outside are harmful for entire rice industry. Therefore, rice farming areas and provisions are decreased as well as the rice industry in Taiwan falls into aggressive competitions of price and yield. According to business model innovation structure, this study analyzes four Taiwanese successful companies which use experience economic viewpoint. This study gains information from in-depth interviews. This study also hopes to provide case companies some advances which might improve their future development. Furthermore, a referenced model is built by this research result. This study comes to the following conclusions: 1.The traditional rice industry should actively seek external resources, increase interactions and experiences between consumers and companies and avoid only selling rice goods. These methods could improve the growth and transformation of the rice industry. 2.Business managers need to insist their own central ideals, look for consumers who have the same ideals, create unique experiences and avoid blindly pursuing market share. 3.Business model innovation in the rice industry in Taiwan have to use new technology correctly, create experiences and redesign old elements to find a well balance of convention and innovation. 4.Business model innovation in the rice industry in Taiwan ought to pay more attention to not only wealth potential but also the possibilities of replication and sustainable development. 5.Business model innovation in the rice industry in Taiwan must think of social duty, their own ideals which are spread by experience marketing and media and take responsibility for serving the public. From these case studies, it is shown that four companies have strongly relationships among innovation opportunities, innovation factors and experience economic viewpoints. In fact, the rice industry in Taiwan can produce wealth potential and increase the possibility of sustainable development by using business model innovation.

Vietnam und Thailand sind zwei der führenden Exporteure für Reis. Zurzeit hat die staatliche Preispolitik den stärksten und meisten Einfluss auf die vietnamesische Branche für Reis. Es beschränkt die Exportmenge, um die Menge für den nationalen Nahrungsmittelbedarf sicherzustellen. Diese Regulierung hält die vietnamesische Produktion unter ihrem vollständigen potenzial, im Vergleich zu der Reisproduktion in Thailand, zurück. Viele Experten unterstellen, dass Vietnam mehr Aufmerksamkeit der nationalen Strategie zur Ernährungssicherung schenkt als es notwendig wäre. Das verursacht Marktverzerrung und schwächt den landeseigenen Reisexport im Vergleich zu Thailand. Um die Auswirkungen der staatlichen Preispolitik mit einer quantitativen Methode zu untersuchen, wird über ein Gleichgewichtsmodell drei verschiedenen Szenarien eruiert: (1)Die Regulierungsrichtlinie für Reispreise wird wöchentlich aktualisiert; (2)Die Regulierungsrichtlinie für Reispreise wird monatlich angepasst; (3)Die Regulierungsrichtlinie für Reispreise wird quartalsweise überabeitet. Basierend aus den Produktionsdaten, dem Konsum, inländischen Preis, Transportkosten, der Elastizität der Nachfrage und der Angebotsfunktion der vietnamesischen und thailändischen Reisbranche zeigt dieses Modell Resultat: Mit kleinen Anpassungen in der Preispolitik wächst der Wettbewerb in Bezug auf der vietnamesischen Exportmenge auf dem internationalen Markt ohne negative Auswirkungen auf die Ziele der nationalen Ernährungssicherung. Nicht-Reisbauern werden in eine nachteilige Position gestellt aufgrund von höheren Preisen auf dem inländischen Markt. Jedoch Bevölkerung, welche Reisbauern sind, werden von den höheren Handelsmengen, den steigenden Umsätzen und ebenfalls von dem steigenden Nettoeinkommen der Reisexporteure profitieren. Deshalb empfehlen wir nicht die staatliche Preispolitik regelmäßig zu überarbeiten, um das Ziel einer besseren Wetbewerbsfähigkeit von Vietnam zu erreichen / Vietnam and Thailand are the top two rice exporters who contribute more than 50 per cent of market shares in the international market. Therefore, any changes in their rice policies have a strong influence on the world market. Currently, one of the strongest and most often impacts on the Vietnamese rice industry is the Price Controls Policy that regulates the competition in rice market. It restricts the export amount in order to ensure national food security. This policy keeps Vietnamese rice production under its full potential compared with the rice industry in Thailand. Many experts suggest that Vietnam pays more attention on national food security than necessary. This causes market distortion and weakens the country’s competitiveness with Thailand. In order to examine the effects of the Price Controls Policy with a quantitative method, we build and run a spatial equilibrium model with 3 different scenarios: (1) Price Controls Policy updated every week; (2) Price Controls Policy updated every month; (3) Price Controls Policy updated quarterly. Base on the available data of production, consumption, domestic price, transportation cost and elasticities of demand and supply function of Vietnamese and Thai rice industry, the model shows the following result. With less changes in the Price Control policy, the competitiveness in terms of export quantity of the Vietnamese rice on international markets rises without having negative effects on the national food security goal. Non-rice farmers will be in disadvantage position due to higher domestic prices for rice, but the majority of the population who are rice farmers, accounting for more than 70 per cent of the population, will benefit from the higher volume and turnover of rice export, and so the net social revenue will increase also. Therefore, we highly recommend that the Price Controls Policy should not be revised on regular to serve the purpose of achieving better competitiveness of Vietnamese rice