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題名:臺灣鮮果出口供應鏈分析
作者:紀淑怡
作者(外文):Shu-Yi Chi
校院名稱:國立中興大學
系所名稱:應用經濟學系所
指導教授:黃炳文
學位類別:博士
出版日期:2019
主題關鍵詞:荔枝供應鏈平衡計分卡多準則決策法群體決策LitchiSupply ChainBalanced ScorecardMCDAGroup decision
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面對全球化潮流,國際市場帶給國內農產品不同的銷售機會與管道,小農生產者在市場多元化與貿易網路化下開始建立出口導向的流通管道,國際市場可以成為國內農產品的另一個銷售選項的結果,也促成農民必須面對更嚴格的挑戰,因此影響產銷各階段效率的關鍵分析更顯重要。本研究以平衡計分卡模型四大構面,檢視並評估影響臺灣荔枝出口供應鏈效率的關鍵管理因素,研究發現臺灣出口荔枝供應鏈的效率,在產銷階段分別受不同因素影響。生產階段是保證價格,農家賺款與收購價格三項;運銷階段則以外銷處理費用,收購成本以及國際認證費用為顯著。
接著透過三項指標,以國內鮮果出口商觀點建立並評估我國鮮果出口商評估自身推動目標市場銷售能力的影響因素。首先估算臺灣十個最主要鮮果出口國/地區之相關廣義技術性措施(SPSQG)構面權重,依重要性排序為:最大農藥殘留限制、蟲害及檢疫處理以及品質標準。其次建立並衡量出口國廣義技術性措施(SPSQG)措施要求及執行措施兩項嚴格指數,藉以評估各進口國/地區關於鮮果進口的非關稅技術性措施要求訊息流程對於銷售的影響。最後再深入探討各鮮果進口國關於廣義技術性措施(SPSQG)嚴格程度、出口障礙及出口商國際市場銷售能力。本文並考量出口商潛在的條件異質性,類別分析結果顯示國內鮮果出口商對可出口市場判斷決策主要分為兩種模式:一群是切實依循嚴格指數考量但不會顧及該進口經濟體政治情勢的出口廠商;另一群則是以商業距離考量為主,並且相當重視出口市場之政治情勢與自身產品品質。此結果支持樣本異質性存在,不同出口商對於國際市場經營上,確實存在獨特的交易評估準則與銷售經營策略。顯示農政單位對於我國農產品在主要的外銷目標市場中的促銷策略應該與其他產品來源國有所區隔,而廠商則應根據市場特性研擬獨特的競爭策略,才能維持市場銷售利基。
Globalization provides a possible market and sales channel for domestic agricultural products, and it also brings different challenges to farmers. Smallholder producers began to establish export-oriented circulation channels under market diversification and trade networking, which led to the international market, becoming another sales model for domestic agricultural products. Based on the four significant aspects of the Balanced Score Card method, this study establishes the relevant factors for the management of the production phase and distribution phase of the Taiwan litchi export supply chain. This study found that elements at the production stage are guaranteed price, farmer earning, and purchase price; the aspects at the sales and marketing stage are export processing costs, acquisition costs, and international certification fees.
As well as through the export of fresh fruit to estimates the relevant SPSQG facet weights of Taiwan''s ten most important fresh fruit exporting countries. It is sorted by importance as the maximum pesticide residue limit, pest control, and quarantine treatment, and quality standards. Then we establish and measure the SPSQG measures for export target countries and implement two stringent indexes. The SPSQG specification for the export of ten first fresh fruit exporting countries for Taiwan exporters, the barriers of exporting countries, and the marketing ability of exporters are studied. According to the study, the exporters of fresh fruit exporters are divided into two groups. One group of exporters follow the strict string enforcement and do not take into account the political situation of the importing economy during market evaluation. The other group is making business by considering the commercial distance, the political circumstances of the export market, and the quality of its products. It can be adopted as a reference for the agricultural policy unit to discuss the counseling policy and the niche trade target.
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