埔里地方產業與行銷策略之研究—以豐年香菇農場為例

南華大學機構典藏系統 > 社會科學院 > 國際事務與企業學系(亞太研究碩士班,公共政策研究碩士班,歐洲研究碩士班) > 博碩士論文-亞太研究碩士班 > Item 987654321/28848

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題名:	埔里地方產業與行銷策略之研究—以豐年香菇農場為例
其他題名:	A Study on the Puli Local Industry and Marketing Strategy: Case Study of Feng-Nian Mushroom Farm
作者:	賴貞羽 LAI, CHEN-YU
貢獻者:	國際事務與企業學系亞太研究碩士班劉華宗 LIU, HUA-TSUNG
關鍵詞:	香菇;原住民;行銷策略;休閒產業;地方文化特色 mushroom;indigenous people;marketing strategy;leisure industry;local cultural characteristics
日期:	2021
上傳時間:	2022-08-18 10:12:26 (UTC+8)
摘要:	本研究旨在探究埔里地方產業與行銷策略之研究：以豐年香菇農場為例。為達研究目的，採用文獻分析及深度訪談法對研究主題進行深入瞭解，最後歸納結論並提出建議。研究結果如下：壹、豐年香菇農場業者產業現況、經營和行銷之研究發現一、產業現況、經營和行銷，農場的業者是非常親切的主人，來到農場這邊除了看到香菇的神秘世界外，並體會融入埔里人濃濃的人情味。農場主人的行銷理念是不採用強烈的商業手段，而是以溫馨和樂的氣氛來經營農場，讓遊客們也都能夠吃在嘴裡，暖意在心裡，並在這地方留下甜甜的回憶。二、政府政策與休閒光觀產業的發展，地方產業在追求成長過程中，是需要多個單位的協同合作，而地方產業的相關業者、地方協會組織、在地居民、政府部門、及學術機構組成合作關係，即是一種典型的夥伴關係，在地方產業的發展過程，扮演利益關係人的角色。三、結合特色文化，特色文化為近年來成為各社區經濟發展主要動力。因此，各縣市鄉鎮紛紛仿效運用傳統文化，結合發展當地產業特性與休閒生活，改善農業生產結構，希望可以藉由促進觀光效益來提升地方經濟及形象。四、解除地方產業所面臨的困境，要解決地方產業問題，首先要釐清地方產業所面臨的困境在哪裡？逐一的去突破每一個困難點。並不斷地尋求方法以及改善。這樣才能突破困境的局面，讓生產者和消費者都能很好的生存。貳、經營和行銷之研究發現一、配合經營五力的行銷發展在Porter經營競爭力分析下，不斷提醒經營者在面對千變萬化的市場，產業除了要隨時應變不同的威脅和困境，更要規劃出屬於自己的行銷策略，吸引消費者的注意。有完善的行銷策略，才能夠讓產業在市場的地位更為堅固。二、配合產品4P組合的利用產品組合是行銷的重要策略，除了去試探市場、產品歸類、研發創新、設計活動，並把產品定為品牌的形象來吸引消費者消費，才能進行後續的行銷活動。三、地方產業結合行銷策略農場結合多方面的行銷方案，設計出很多獨具有特色的活動，同時也創造出多元化的行銷通路，結合學校戶外教學、親子互動、團體客的套裝行程，以及帶動周邊旅遊的景點，並搭配導覽員的解說，推廣產品的通路。四、地方特色的創新業者要清楚明白自己產品的地位和價值，並利用持續的研發創新，才能夠吸引消費者的注意。創造出自己特有的品牌，這才能使遊客們對當地特色景點有耳目一新的體驗。五、地方特色的旅遊休閒產業著重服務，業者處事變得比較圓融、貼心，與人互動親切，與遊客聊天自在無距離感，維持高度的熱情與努力，讓農場成為地方特色的旅遊最佳景點。六、業者成功的關鍵與永續經營業者成功運用行銷策略中的「經營五力」包含的：供應商的議價能力（強）、購買者的議價能力（中）、新進入者的威脅（弱）、替代品的威脅（弱）、與同業廠商競爭強度（強）。並結合市場行銷中「4P組合」包含的：產品、價格、通路、推廣，創造出高附加價值的地方特色產業，運用與地方產業、文化特色、互動式的教育、光觀休閒旅遊相結合，建立行銷一條龍的成功策略。　　A Study on the Puli Local Industry and Marketing Strategy: Case Study of Feng-Nian Mushroom Farm. This research explores the local industry and marketing strategy of Puli, illustrated with the Feng-Nian Mushroom Farm. Literature analysis and in-depth interviews were given for an insight into the studied subjects, and finally conclusions were made with suggestions.　　The results of the study are as follows:1. Current status, operations and marketing of Feng-Nian Mushroom Farm1.1 The farm owner is very amiable, and visitors come here to witness the mysterious world of mushrooms, and immerse in the warm humanity touch of the Puli locals. Instead of commercial approaches, the farm owner runs the farming business with a warm and happy atmosphere, allowing visitors to enjoy the feast in their mouths and feel the warmth in their hearts, and leaving with a whole lot of sweet memories.1.2 In pursuit of growth, the local industry needs supportive policies on leisure tourism and collaboration with competent authorizes in different sectors. To this end, the owner works with local associations, residents, competent authorities, and academics to shape up collaboration, i.e. a typical partnership, in the role of stakeholders to develop the local industries.1.3 Business combined with featured local culture has become the driving force for the economic development of local communities in recent years. Therefore, the local industry follows suit by exerting traditional culture, combined with local industrial features and leisure living style, to improve the structure of agricultural production, in an effort to boost the local economy and image by agricultural tourism.1.4 To resolve the difficulties faced by the local industry, it requires clarification of the difficulties in the first place. And then resolve the difficulties one by one. It also requires persistently looking for new ways to make breakthrough and improvement. Only in this way can the dilemmas be resolved to allow both the producers and consumers to survive well.2. Operations and marketing2.1 Marketing with Five ForcesWith the Porter Five Forces Analysis, the farm owner is constantly reminded that in the face of ever-changing markets, the industry needs to always deal with different threats and difficulties and, more importantly, shape up his own marketing strategy to attract consumers. Only with a sound marketing strategy can the local industry consolidate itself in the competitive market.2.2 The 4Ps of marketing mixThe 4Ps are the key to marketing strategies, which requires market exploration, product classification, R&D innovation, and design activities, to set the brand image and attract consumers, before the marketing activities can be set in full swing.2.3 The local industry combined with marketing strategiesThe farm is combined with a variety of marketing plans to design many unique activities, and at the same time diversified marketing channels are created, including outdoor education, parent-child interaction, group tourism packages, to activate the surrounding tourist attractions, coupled with tour guides to promote the local products.2.4 Locally featured innovationThe owner needs to be highly aware of the market status and value of his own products, and persistent in R&D innovation to attract consumers. Creating his unique brand is the best way to give visitors a refreshing experience of local attractions.2.5 Tourism with local signaturesService is essential to the leisure industry, and through the business dealings, the owner is accommodating and considerate, and cordially interacts with visitors, freely and leisurely, always keeping a passion and dedication mood, making the farm a perfect tourist attraction filled with local features.2.6 Key to success and sustainability. The owner has successfully applied the marketing Five Forces, which are supplier's bargaining power (strong), buyer's bargaining power (medium), newcomer's threat (weak), alternative's threat (weak), and peer's competition (strong). The owner also applies the marketing mix of 4Ps, which are product, price, place, and promotion, to create a high value-added industry with local features that accommodate signature cultures, interactive education, and leisure attractions, and build a successful one-stop marketing strategy. The owner adheres to professionalism, passion, service, marketing, diverse alternatives, and family support in the creation of a sustainable business.
顯示於類別:	[國際事務與企業學系(亞太研究碩士班,公共政策研究碩士班,歐洲研究碩士班)] 博碩士論文-亞太研究碩士班

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