影響契約產銷決策之實證評估－層級程序分析法與網絡分析法之應用

A Empirical Evaluation of the Impact on Production and Marking Contract Decision-Making-Applying AHP and ANP

10.29796/ARE.201012.0003

王俊賢(Chun-Hsien Wang)；盧永祥(Yung-Hsiang Lu)；許應哲(Ying-Che Hsu)；劉淑芳(Shu-Fang Liou)

契約產銷 ； 層級程序分析法 ； 網絡分析法 ； 因素分析 ； Production and Marketing Contract ； AHP ； ANP ； Factor Analysis

農業與資源經濟

7卷2期（2010 / 12 / 01）

69 - 107

繁體中文

臺灣農業經營型態以小農耕作爲主，由於經營規模小、生產成本高及農業勞動力趨於老化等因素，均影響農民對市場之應變能力，加上全球能源價格上揚與氣候異常，亦導致國內農產品供需產生不平衡現象。面對上述窘境，農民團體與農企業若能整合眾多小農制訂契約產銷制度，將更能有效克服農民在生產過程、培育與研發，以及銷售資訊不對稱與生產規模等劣勢，達成產銷雙方利益雙贏之綜效。以往契約產銷相關研究，多偏向契約生產之利潤效益比較與分析，較少針對契約產銷施行之關鍵深入剖析。因此，本文回顧過去文獻與專家業者訪談結果，透過因素分析萃取出契作誘因設計、專業分工動機、創造收益利基、風險與資訊控管及建立信任機制五大構面，並採用層級程序分析法(AHP)與網絡分析法(ANP)決定各構面與評估準則之重要性權重，以找出影響契約產銷之要素，提供後續農民團體與農企業在推動契約產銷政策之參考。本文以稻米與蔬果兩項作物別爲研究對象，研究結果發現，施行稻米與蔬果契約產銷決策時，皆以契作誘因設計、創造收益利基與建立信任機制爲優先考慮因素，所以，往後農民團體與農企業在推動契約產銷時，應優先列入此三方面考量。

The main types of agricultural operations in Taiwan are the small-scale cultivation. There are many factors such as small-scale operation, high production cost, and the aging agricultural labor force have significant impact on the farmers' ability while they face of rapid market change. On the other hands, due to the rising energy prices and the climatic anomalies were induced the unbalance situation on supply and demand of agricultural products in Taiwan region. As mentioned above predicament, while the production and marketing contract could be set up among the farmers, agricultural business, and small-scale farmers as a effective institutional system. In production and marketing system may overcome cultivation, research and development, asymmetric sales information, and production scale problems in the production process in order to attain synergy benefit of producers and sellers. Previous studies on production and marketing contract were focused on comparison profits and benefits rather then cooperation motivation between producers and sales and what kinds of key factors are need during implementing the production and marketing contract. Therefore, this study reviews prior literatures and interviews with experts and scholars and factor analysis to extract related dimensions, which include incentive design of the contract, the motivation of labor division and specialization, creating income niche, risk and information control and building trust mechanism. Based on the empirical results, experts evaluation criteria and policymaking foundation were obtained to develop analytic hierarchy process (AHP) and analytic network process (ANP) evaluation framework which may in turn determine the important weight and ranking of dimensions and its corresponding criteria. Particularly, we can find out the critical factors of implementing production and marketing contract as reference bases to the agricultural group and agricultural business. In this study, we chose the rice and vegetable fruit as main research subjects. The empirical study found that the incentive design of the contract, creating income, niche, and building trust mechanism have high priorities order during implementing production and marketing contract. This is important imply for farmer organizations and agribusiness to promote production and marketing contract.