碩士 / 國立臺灣海洋大學 / 環境生物與漁業科學學系 / 102 / Abstract
This research is to find out the key success factors by using AHP methods for the Taiwanese grouper aquiculture Productions and Marketing Group. Which can be the reference for the Productions and Marketing Group and Fishermen’s Service Section to draw up their sustainable development strategy. The results were summarized as follows：
1.The enterprises only have to master the key success factors (KSF), then they can plan a well strategy, clear goal and direction. To maintain their advantage in competition, and to accomplish the sustainable development.
2.Since the Taiwanese grouper was successfully cultured in 1975 in Taiwan, by taking the advantage of the great geographic locations and the environmental conditions, together with the outstanding aquiculture technology which leading the world, this industry has been loved by the domestic and foreign consumers and become the High economic value for aquiculture fishes. The output and the output value have been increased yearly. In 2001, the growing trend became stable, in 2009 the output had become the top 1 in the world, 2nd in total output. The output reached 22,930 metric tons and the output value was 72.97 thousand billion NT dollars.
3.Right now we have 40 Productions and Marketing Group working on the grouper aquiculture, which shares 17.2% of the total 232 groups in Taiwan. The male is 81% in total 529 people, and over 50 years old are 380 people, which is 71.8% of the total numbers. However, the average of this group is around 60 years old, which is a bit high.
4.This questionnaire was developed into two parts, first of all we invited 10 experts to filter the key success factors for the Grouper Aquiculture Productions and Marketing Group. We developed a 3 levels AHP questionnaire which includes 3 aspects, 9 objects, and 34 criterias. Secondly, in order to find out the priority of the key success factors, we visited 40 top experts and asked them help to answer.
5.In the key success factors of the Taiwanese Grouper Aquiculture Productions and Marketing Group, the most important key of the first level is the “collaboration”, the “channel marketing” is the key in the second level, and the “own brand awareness” is the key for the third level.
6.Under the “Organization Operation” aspect, the “Unite of an Organization” is the most important key factor. “Channel Marketing” is the key factor under the “Collaboration” aspect, and the key factor for the “Operation” aspect is the “How to Increase the Operation Efficiency”
7. In the Taiwanese Grouper Aquiculture Productions and Marketing Group key factors, the 34 criterias in level 3, the top 10 key factors are as follows, “Build Good Own Brand Awareness”, “To Filter and to Quarantine the Resource of the Fry, “Food Hazard Analysis and Critical Control Point”(such as production guarantee and mark), “Team Leader Communication Ability”, “Group Members Share the Know-How and Solve the Problems Together”, “To Establish the Strategic Alliance Over Group”, “Hold Regularly Lecture and Study Activities”, “Strong Coherence of Group Members”, and “Monitor Output Schedule and Output” .
Key word：Grouper、 Production and Marketing Group、Key Success Factors(KSF)、Analytic Hierarchy Process(AHP).
| Identifer | oai:union.ndltd.org:TW/102NTOU5451032 |
| Date | January 2014 |
| Creators | Lin, Chi-En, 林奇恩 |
| Contributors | Ou, Ching-Hsiewn, 歐慶賢 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 104 |
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