高雄縣休閒乳羊牧場行銷策略之研究

The Research of Leisure Goat Milk Pastureland in Kaohsiung County in Marketing Strategies

顏財發(Tsai-Fa Yen) ； 陳淑恩(Shwu-En Chen)

《中華農學會報》 7卷2期 (2006/04) Pp. 189-202

https://doi.org/10.6730/JAAC.200604_7(2).0006

摘要

由於各品牌廠商的羊乳產品、價格、通路與促銷策略差異程度不大，行銷策略形成策略趨同(Strategic convergence)的現象，使得羊乳產業內廠商間的競爭史為激烈。對羊乳上游源頭的乳羊牧場業者而言，有的維持現狀，有的轉型為休閒乳羊牧場，形成新産業。如何在激烈的競爭環境中活下來，並佔有一席之地，對休閒乳羊牧場産業內的成員而言，是一個很重要的課題。本研究利用Michael Porter (1985)的産業五力分析，解析個案休閒乳羊牧場的外部環境，且經由Hill和Jones (1995)所提競爭優勢四基石分析為分析工具，以解析案個休閒乳羊牧場之內部環境。綜合外部環境之機會，威脅，以及個案休閒乳羊牧場本身之優勢，弱勢，依據SWOT分析之整台模式，研擬行銷策略。研究結果顯示，個案之機會點包括新牧場設立障礙多等六項；威脅點包括替代休閒場所多等四項；優勢面包括富創意體驗活動等四項；弱勢面包括服務品質不一致等四項。本研究擬訂的策略包括1.強化優勢策略：持差異化的體驗特色等四項；2.補足弱勢策略：週六日設解說時段，提高體驗的一致性等四項；3.去除威脅策略：利用彈性優勢降低營運風險等四項；4。掌握機會策略：掌握潛在進入者不易進入之機會，克服品質與風險問題等四項。

關鍵字

休閒乳羊牧場 ； 產業五力分析 ； 競爭優勢 ； SWOT分析

並列摘要

The marketing strategies are formed in the situation of strategic convergence because the strategies of the goat milk in product price, place and promotion arc similar from each branded milk manager. It results the competitive situation between companies are stronger. For managers of goat milk pastureland, some keep the present situation and others transfer to the leisure goat milk pastureland as the new industry. It is very important issue for the members in the leisure goat milk pastureland that how to exist in so competitive environment and have the important role. We apply the five factors analysis from Michael Porter (1985) to analyze the outside environment of the goat milk pastureland. Then, we analyze the inside environment of goat milk pastureland with the competitive straights four functions analysis from Hill and Jones (1995). It combines the opportunities and threats from outside environment and the straights and weaknesses from inside environment of the goat milk pastureland. It develops the marketing strategies with the SWOT analysis model. The results in this research present it contains six items in opportunities, including the obstacles of establishing the new leisure goat milk pastureland; four items in the threats, including the commutative leisure places, four items in the straights including the creative empirical activities, four weaknesses a the weaknesses, including the dissonant quality of the service. We design four strategies, including the buildup the strengths strategies four items in keeping the different creative empirical activities complete the weaknesses strategies four items in increasing the uniformity of empirical activities with arrange expositive tune, exclude the threats: four items in applying the flexible straights to decrease the cries of management and control the opportunities strategies: controlling the enterable opportunities and overcome four items in quality of service and the cries of management.

並列關鍵字

Leisure Goat Milk Pastureland ； Five factors analysis ； SWOT analysis ； competitive advantage