「Porter五力分析」理論應用於六堆地區閹雞產業發展之探究

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「Porter五力分析」理论应用於六堆地区阉鸡产业发展之探究

An Investigation of Capon Industry Development in Liudui Area Based on Porter’s Five Forces Analysis Theory

朱远航 , 硕士　　导师：锺凤娇;郭训德　　

繁体中文

六堆客家人；阉鸡；五力分析；零散产业； SWOT ； Liudui Hakka ； capon ； five forces analysis ； fragmented industry ； SWOT

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摘要 │ 参考文献 (125) │ 国际计量

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Caponization is to remove the testicles from abdominal cavity of roosters aging from about 4 to 8 weeks. The features of the castrated roosters include no crowing, no fighting, fast growing, and the texture of tender meat. The Basal Metabolic Rate (BMR) of roosters decreases significantly due to the loss of androgen. Hence, the speed of growing and hypertrophying accelerates. Within the environment of correct feeding management, capons can meet the standards of “weights of old roosters, oil distribution of hens, tender textures of chicks”. Capon industry used to be a popular industry in Liudui Hakka area, but now it has turned into a fragmented industry, no longer a striking industry.
This study adopted both qualitative and quantitative methods, focusing on the capon industry. To explore the reasons of the fragmented capon industry, the SWOT (strengths, weaknesses, opportunities, threats) analysis was used to analyze the data from Porter’s five forces analysis theory. The investigation is synthesized with case study, semi-structured interviews, observation, and questionnaire.
According to the questionnaire results, the threats of substitutes is the most influential factor in the capon industry. There are seven important factors affecting the capon industry becomes fragmented. First, the industry’s low barriers. Second, the industry’s lack of economies scale or experience curve. Third, the industry’s high stocks or unstable marketing. Four, the industry’s inability to sense the strengths of economies scale when making contacts with suppliers or customers. Fifth, the industry’s localization. Sixth, the industry’s different market demands. Seventh, the restrictions from local regulations.
The results indicate that the capon industry in Liudui area is generally run in small scales, greatly influenced by the fragmented industry factors in the market. Besides, the industry lacks the integrated chain from both upstream and downstream, leading to the unideal operating performance. Under the regulations of the Animal Protection Act and the Animal Disease Prevention Act, the development of the industry is seriously influenced. Although each area in Liudui use the same language, their culture and customs are slightly different. Not all the farmers from each area are willing to take part in the industry. Due to the changes of lifestyle and living patterns, the proportion of people feeding their own capons dropped significantly. Capons from the old days have become Taiwan's largest breeds, but the breed of capons are adjusted according to the seasons, based on the owners’ habits and cognitive understanding.
The suggestions to the capon industry are: First, to create a "brand marketing" system; second, to identify the core values to get attention from the government; third, to establish a stable pipeline for production and sell; fourth, to meet the future market demand; fifth, to find balance with animal welfare from time to time. As to the suggestions for future research, collecting big data effectively, publishing capon recipes, and establishing culture database of capons.

参考文献 ( 125 ) 〈TOP〉

李怡哗、张静怡、林美莲（2011）。台湾有线电视市场竞争分析之研究。文化创意产业研究学报，1（4）：P169-189。
连结：
林秀幸（2008）。新竹客家村落的阉鸡赛：地方社群的文化建构与本体论。台湾人类学刊，6（2）：P133-183。
连结：
林佳仪、赖姗姗、王克武（2007）。消费者满意度与续约意愿之研究—以社区复合式运动中心为例。岭东体育暨休闲学刊，（5）：P80-91。
连结：
林亭汝、王仁圣、谢伯欣、徐作圣（2015）。台湾碳权交易平台优势分析与整合规划。商管科技季刊，16（2）：P269-289。
连结：
陈弘顺、张世沛、黄意文（2012）。运动行销市场五例模型分析之探讨。休闲运动健康评论，3（2）：P14-31。
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DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。