摘要
近年在精緻農業快速發展下,花卉產業已成為我國具有代表性的農業生物科技產業之一,然而多數研究皆以栽種技術分析與經營模式作為探討,忽略了其原本蘭花購買價值因素,因此本研究運用決策實驗室分析法,希望從整體蘭花產業的觀點,運用Michael Porter（1985）競爭優勢中的價值鏈來加以整合,分析蘭花購買價值之生產、行銷、後勤與研發四大構面.確認國內蘭花產業中購買價值的關鍵因素.研究結果發現,台灣蘭花產業四項購買價值構面中,重要性以生產管理面最為重要,而影響度以研發技術面為最關鍵影響構面,在關鍵指標分析中,影響我國蘭花產業購買價值關鍵指標以提升本身掌握市場趨勢能力、提升花種栽種品質優越性、優化花卉運輸管理和包裝方式、增進品種改良技術這五項為最關鍵指標,最後根據研究結果,提出未來蘭花產業的發展策略,提供蘭園廠商及專家決策之參考,並藉此延續台灣蘭花產業在國際上競爭優勢及地位.
In recent years, flower industry has become the representative of biotechnology industry in our country, but most studies focusedon planting technology and business model analysis, ignoring its original purchase value of orchids. Therefore, Decision MakingTrail and Evaluation Laboratory are used in this study to solve this problem. We hope to analysis the purchase value of orchidsfrom the whole of orchid industry value. Why do they buy orchids and nurture orchids？ The study uses Michael Porter （1985）competitive advantage in the value chain to analysis the purchase value of orchids. Facts combined of production, marketing,logistics and R ＆ D, and finally recognizing the crucial factor in the purchase of domestic orchid industry value. This study findsthat the most important fact of the purchase value of Taiwan＇s orchid industry is the production management, but the key impact ofthis study is the R ＆ D technical facts. The other key indicators include their abilities to master the trend of markets, enhance thequality of superiority planted, transportation management and improvement on the varieties of orchids. Finally, according toresults, the study provides the orchid industry with development strategy and gives the orchid experts and orchid garden areference decision.
