食品類觀光工廠市場區隔與分眾行銷之研究

Research on market segmentation and niche marketing of food tourism factories

隨箸體驗經濟時代的來臨，以及生活品質的提升，休閒娛樂已成為國人生活中不可或缺的一部份，消費型態也從單純娛樂轉為親近、知性兼具教育性的休閒娛樂活動，故而觀光工廠產業也應運而生，其中又以食品類觀光工廠最受青睞。
本研究透過間卷調查與分析，了解消費食品類觀光工廠體驗行銷、滿意度及忠誠度之資料，透過信、效度分析、集群分析之概念探討觀光工廠消費者不同屬性之市場區隔，並將觀光工廠消費者區隔成三種不同消費特性的集群，分別為「情感至上型」、「實體感受型」、「愛好互動型」。最後針對各集群給不同的行銷策略組合，包括行銷4P理論中的的產品、價格、促銷及通路，提供業者參考建議。

With the advent of the experience economy and the improvement of the quality of life, leisure and entertainment have become an indispensable part of people's lives. The consumption pattern has also changed from pure entertainment to intimate, intellectual and educational leisure and entertainment activities. Therefore, the tourism factory industry has also come into being.
This study uses questionnaire survey and analysis to understand consumers' experience marketing, satisfaction and loyalty of H Tourism Factory. Through the concepts of reliability, validity analysis and cluster analysis, this study explores the market segmentation of different attributes of tourism factory consumers, and divides tourism factory consumers into three clusters with different consumption characteristics, namely ''emotion-oriented'', ''physical experience'' and ''interactive hobby''. Finally, different marketing strategy combinations are given for each cluster, including product, price, promotion and channel in the marketing 4P theory, providing reference suggestions for industry players.