運用IPA分析中部地區番石榴產銷班經營管理之研究

Using IPA to Explore the Agricultural Management Competence of Guava Production and Marketing Teams in Taichung District

吳建銘(Chien-Min Wu)；楊宏瑛(Hung-Ying Yang)

番石榴 ； 產銷班 ； 經營管理能力 ； 重要表現值分析 ； guava ； production and marketing team ； management competence ； important-performance analysis

臺中區農業改良場研究彙報

136期（2017 / 09 / 01）

69 - 80

繁體中文

本研究運用重要表現值分析(Importance Performance Analysis，以下簡稱IPA)方法，探討中部地區番石榴產銷班之經營管理能力，希望可藉由經營管理能力構面之分析，作為未來改善番石榴產銷班經營管理能力之參考。就構面能力重視度而言，以班生產技術管理能力構面最高，班銷售管理能力構面最低；在能力執行程度方面，以班組織管理能力構面最高，班銷售管理能力構面最低。由IPA法分析顯示出應優先改善的因素為班引進自動化的機器設備，次要改善因素依序為以班場所有完整的設備且充分利用、班員共同訂定明確的生產計畫、生產資材共同採購程度、班能有效降低產銷成本程度、班人力共同調動或互助程度、班產品分級包裝、以班為窗口進行共同銷售、班員參與共同運銷程度、班品牌的建立與維護、班積極擴展新的通路、班建立統一的分級標準、班針對消費者進行調查及市場研究、班依市場需求擬定生產計畫等。建議可透過改善上述項目且未來優先進行資源投入與輔導改善，以加強番石榴產銷班的經營管理能力。

This study adopted the importance performance analysis to improve the agricultural management competence of guava production and marketing team in Taichung district. In the aspect of ability important level, the team production technology management is the highest and team marketing gets the lowest points. In the aspect of ability performance level, the team organization is the highest and team marketing has the lowest points. The Performance analysis showed that the priority factors to make improvements is team introduce automatic machinery equipment, the low priority factor are team place has complete equipments and used fully, members jointly established the clear production plan, team common procurement of materials, team can effectively reduce production and marketing, joint operation of team manpower or assist each other, grade packing team products, team is in charge of joint marketing, members participate joint marketing costs, establish and maintain a good image of the team brand, team expand new marketing channels actively, team establish quality grading standard jointly, team investigate and research consumers and market demand, team develops the production plan by market analyzing. All these factors were supposed to improve first and then enhance the agricultural management competence of guava production and marketing team.