|關鍵字： 番石榴產銷班；關鍵成功因素；策略；Guava production and marketing teams；Key successfull factors；Strategy
|摘要： 本研究以因素分析法及敘述性統計法為分析方法，探討高雄地區番石榴產銷班關鍵成功因素，冀能找出高雄地區番石榴產銷班關鍵成功因素。並提供給產銷班長參考據以擬定因應之策略。 本研究之目的為1.瞭解高雄地區番石榴產業之產銷概況2.找出高雄地區番石榴產銷班之關鍵成功因素3.為高雄地區番石榴產銷班提供經營策略。 本研究第一階段以因素分析的方法從26個關鍵成功因素題項中利用主成份分析法與最大變異數法（Varimax）進行直交轉軸，以求各變數之因素負荷量。選取特徵值大於1的因素，每個選項的因素負荷量大於0.5，累積解釋變異量大於40％。結果得到5個因素，將其重新命名，並依敘述統計之平均數排名。第1名為貨源穩定、高效率。第2名為建立品牌、重包裝。第3名為共同採購、守紀律。第4名為財務會計、電腦化。第5名為掌握通路、低成本。 第二階段提供關鍵成功因素，給予產銷班長參考，用普查的方式，從24個策略中選取他們因應之策略，以敘述性統計方法，依統計量平均大小依序為第1名成長策略，第2名環境談判策略，第3名穩定策略，第4名綜合策略，第5名縮減策略。The present study conducted factor analysis and descriptive statistic to discuss key successful factors of guava production and marketing teams in Kaohsiung area. This study would like to find out the Key successfull factors of guava production and marketing teams in Kaohsiung area and provide some reference information for leaders of production and marketing teams to make coping strategies. The purposes of the current study are as follows: First,of all to understand the general situation of production and marketing of guava in Kaohsiung area. Second, to find out Key successfull factors of guava production and marketing teams in Kaohsiung area. Third, to provide some trategies for guava production and marketing teams in Kaohsiung area. The first stage of the current study conducted factor analysis. It adopted the method of principal components analysis and varimax orthogonal rotation to get factor loading for each variance from 26 Key successfull factors. The present study chose five factors with Eigen value greater than 1, factor loading for each item above 0.5, The total variance explained is over 40％. These five factors were renamed and ranked according to their means. The first one is stable source of goods and high efficiency. The second one is to build up brand name and focus on packaging. The third one is collective purchase and discipline. The fourth one is financial accounting and to be computerized. The fifth one is mastering channels and low cost. The second stage is to provide Key successfull factors for leaders of production and marketing teams as reference. The present study adopted general survey and chose coping strategies from 24 strategies. According to the average of statistics by using descriptive statistics, the first one is Growth Strategy the second one is Environment Negotiation Strategy, the third one is Stability Strategy, the fourth one is Combination Strategy and the fifth one is Entrenchment Strategy.