樂活休閒農業經營模式與產銷通路價值鏈之研究

A Study on Management Strategies and market distribution of LOHAS Agriculture

本研究以文獻資料分析法搭配深度訪問法在藉由內容分析法，以經營模式與產銷通路探討與訪談台灣的休閒農場，並以價值鏈問題為基礎研究目標，劃分為四大部分，分別為：（一）企業經營管理；（二）生產與銷售；（三）行銷與通路服務；（四）總體環境分析。本研究成果如下：1）休閒農場經營管理休閒農場的經營模式不同，間接影響農場的產銷過程和在通路上的選擇，現代化農場經營管理的品質決定於決策的品質和決策執行的效率，研究發現農場內部核心管理與一般管理部門，只要農場各部門將其所負責的權責指標作好，並達成指標目標值，則不僅該部門的工作績效可顯現，農場整體的績效與競爭力也必然提昇；2）產品定位影響休閒農場產業發展，如經營類別定位與綠色經營等；3）個案中發現訂價策略都以消費者的立場，制定出高品質、中價位之「高價值策略」或是高品質、高價位之「優勢策略」來滿足消費者的需求，而不是以生產者立場，會希望以高價格、中品質的「超價策略」。

The purpose of this study is to analysis literatures and depth interview of manage and marketing distribution of Taiwan leisure farm owners/managers. It’s hoping to be able to use case study methods to find out the ability, knowledge, and the value of various leisure farm owners/managers; to move towards higher value-added brand marketing; to establish brand leisure agriculture in Taiwan’s competitive edge and; to develop multiple themes and international markets to increase the value of agricultural boutique. The results of this study are: (1) different management styles and distribution ways have indirectly impact on recreation farm. Different management department need to set the core value to increase their competition; (2) the impact of farm development in product positioning, for example the green management; (3) the pricing strategy tend to be set as high quality-mid price strategy and high quality-high price strategy based on customers but producers.