休閒農場經營模式和體驗行銷 ... - lib.tpcu.edu.tw

1 31 97 3 211 - 1 2 3 1 2 3 SWOT - 212 A Study on the Administration and Marketing Strategy in Leisure Farming The Case of I-Lan County Hsiao,Ching-Ya1 Ko,Wen-Hwa2 Hsiao,Ya-Mei3 Technology and Science Institute of Northern Taiwan1 Fu Jen Cathlic University2 Meiho Institute of Technology 3 Abstract The leisure farm industry is a ring that the government coaches the development of recreation agriculture in order to relieve agriculture's inherent predicament and outside competition.

2 The leisure farm industry of I-Lan County grows up fast under the government's coaching policy. This article selected two leisure farms and probe into their types of operation and experience marketing. The result of study shows the common points of these types of operation of two leisure farms represent their own uniqueness. Although not big enough, yet it contains primary products, producing goods, provide service and show four level of industry products while this fully demonstrates a product performance of the experiencing type recreation farm. It is par route that these two leisure farms are taken, the number of visitors drops lots between vacation and casual days and the cheap consumption price is also unable to react real cost. This questionnaire also probes the reasons. In such case, this research considers the real state and products specialty, set from the business model and argument of the experiential marketing.

3 The approach of this study was to probe into the current situation of leisure farms and analyze to the leisure farm, probe into the present situation and question of its recreation agricultural resource, business model, experience activity, experiential marketing. And suggestion to the two leisure farms proposing a workable experiential marketing strategy. At last, through the use of SWOT, we propose the reference items to coach the leisure farm industry for the governmental relevant departments and some suggestions about business model and marketing strategy for the managers of the leisure farm industry. Key word: Leisure farm Business Model Experiential marketing 31 97 3 213 1 ( 2000).

4 11 3 4 4 48 23% 40 2002 - 214 1. 2. 3. 4. leisure agriculture ( leisure farming )

5 -1 1991 1995 1996 1996 2000 31 97 3 215 2000 2001 1.

6 (1965 ~1980 ) 2. (1980 ~1986 ) 3. (1986 ~1989 ) 4. (1989 ~1999 ) 5. (2000 ) 1996 1. 2. 3. 4. - 216 1 ( 1997) 1.

7 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. ( ) / ( ) ( ) 2 2 2 2 31 97 3 217 1998 Gilmore and Pine, (experience economy) 1999 2 2 2 2 3 3 3 3 Gilmore and Pine 2003

8 - 218 2000 5 Verduin McEwen 1984 1. (social benefits). 2. (relaxation benefits). 3. (educational benefits) 4. (psychological benefits) 5. (aesthetic benefits) Schmitt( 1 999) : : 1991 1996 1. 2. 3. 4. 5. 4 31 97 3 219 SWOT 1.

9 2. 3. 4. 5. SWOT SWOT Strengths Weaknesses Opportunities Threats SWOT 6. - 220 3 5 5 5 5 149-41 03-9232209 0935-187839 1. 2. 3. 2. 8 3. 6. 4. 5. 1. ~~ 2. ( ) 2.

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