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題名 | 產業價值活動的選擇與關鍵成功因素=The Selection of Industrial Value Chain Activities and Its Success Factors of the Confectionary Industry in Taiwan |
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作者姓名(中文) | 謝惠元; 林念穎; | 書刊名 | 青年企業管理評論 |
卷期 | 2017特刊 2017[民106] |
頁次 | 頁135-154 |
分類號 | 555 |
關鍵詞 | 糕餅產業; 產業價值活動; 平衡計分卡; 關鍵成功因素; Confectionery industry; Industrial value chain activity; Balanced scorecard; Key success factors; |
語文 | 中文(Chinese) |
中文摘要 | 台灣傳統產業面對社會結構與人文風俗習慣等產業環境之變化影響下,將會面臨轉型壓力,在產 業價值活動的選擇與關鍵成功因素的改變上,本研究採平衡計分卡做為關鍵成功因素之理論依據,對 產、官、學三方共 20 位專家為研究對象,透過層級分析法分析糕餅產業的價值活動與關鍵成功因素, 發現在糕餅產業價值活動中,最重要的是行銷與通路活動(33.1%),第二重要的是食材開發活動 (27.3%),第三重要的是糕餅製造活動(23.2%),最後則是使用者活動(16.5%)。 在食材開發活動之下需具備的能力是內部流程構面(33.0%)及學習與成長構面(28.8%),所應聚焦 之關鍵成功因素為加強食品安全、顯著的品牌印象、品質監控之管理、作業流程標準化、產品定位及 型態、創新與知識管理共 6 項。在糕餅製造活動之下需具備的能力是內部流程構面(33.3%)及顧客構面 (25.6%),所應聚焦之關鍵成功因素為提升市場成長率、風險因應之快速與正確性、加強食品安全、品 質監控之管理、作業流程之標準化、創新與知識管理共 6 項。在行銷與通路活動之下需具備的能力是 顧客構面(37.0%)及內部流程構面(24.4%),所應聚焦之關鍵成功因素為提升市場成長率、加強食品安 全、顯著的品牌印象、品質監控之管理、創新與知識管理共 5 項。在使用者活動之下需具備的能力是 顧客構面(41.7%),所應聚焦之關鍵成功因素為提升市場成長率、加強食品安全、顯著的品牌印象、品 質監控之管理、創新與知識管理共 5 項。 建議糕餅業者除了重視推廣產品及維持品牌形象的行銷手法外,在實質上應就消費者目前所重視 的食品安全上多加用心,去開發與尋找品質安全可靠的原物料。且在各個活動的能力及關鍵因素上的 配合需維持一致性。隨著不同階段的社會需求變化,公司不能只是聚焦於同一種經營方向,應該重組 與利用關鍵成功因素,去創造新的經營模式,才能使公司永續經營與成長。 |
英文摘要 | The traditional Confectionery industry encounters the pressure of transformation due to environment dynamics i.e. social structure and customer behavior change. The transformation of Confectionery industry includes changes of industrial value chain activity and business model. This research uses the Balanced Scorecard as theoretical framework of the key success factor and Analytical Hierarchical Process to measure the importance of value activities and their key success factors in this industry. Twenty experts of the academia, the government agency, and the Confectionery industry were interviewed and found that the most important value activity of Confectionery industry in Taiwan is Marketing and Channel activities accounting for 33.1%, Food Source Development activities accounting for 27.3%, Manufacturing activities accounting for 23.2%, and Consumer activities accounting for 16.5%. The capability required of Food Source Development activities is internal process (33.0%) and learning and growth (28.8%), focusing cognition and innovation. The key success factors of the Food Source Development activities are food safety, brand image, quality management, standard operating procedures, product positioning, innovation and knowledge management. Its business model is “Efficient and innovative orientation”. In the Manufacturing activities the required capability is internal process (33.3%) and customer (25.6%). The key success factors of the Manufacturing activities are market growth rate, risk response, food safety, quality management, standard operating procedures, innovation and knowledge management. Its business model is “Cost and efficient orientation”. In the Marketing and Channel activities the required ability is customer (37.0%) and internal process (24.4%). The key success factors of the Marketing and Channel activities are market growth rate, food safety, brand image, quality management, innovation and knowledge management. Its business model is “Cost and value orientation”. In the Consumer activities the required ability is customer (41.7%). The key success factors of the Consumer activities are market growth rate, food safety, brand image, quality management, innovation and knowledge management. Its business model is “Value orientation”. This research suggests the Confectionery industry should focus on food safety and develop safe and reliable food ingredients in addition to marketing activities. The capability and key success factors should comply with the focused value activity. In response to the market and consumer dynamics, the industry should continue restructuring its key success factors and capabilities to create a new business model in order to be competitive and sustaining. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。