- 學位論文
從長尾理論探討智慧農業市場之發展策略
Exploring the Development Strategy of Smart Agricultural Market from the Long Tail Theory
摘要
智慧農業的發展是「科技」與「農業」兩大產業的技術結合，把農業的傳統耕種技術，運用網路科技管理，導入「遠程監控系統」並將所有監控數據上傳雲端系統。智慧農業的發展方向有智慧生產與數位服務兩個部分；藉此除了可提升農產品的產量與產能外，更有助於農業經營管理與增加附加價值去擴展智慧農業市場。 根據Anderson的「長尾理論」的描述，銷售大量不同商品的零售策略是在發展網路及搜尋成本降低之下的新市場供需法則。智慧農業透過網路提供農產品資訊供消費者選購，由於銷售通路改變，因此長尾曲線的尾部會不斷延伸。本研究以長尾三股力量去探討智慧農業發展之策略。 本研究以智慧農業為研究對象，利用文獻分析法針對收集到的六種不同刊物共759篇，透過產業價值鏈構面來進行分類，根據資料分析結果，有下列重要的發現： 1. 建構農業產銷資訊體系，有利於智慧農業的發展。 2. 智慧農業發展策略與長尾三股力量具相關性。 3. 銷售通路發展電子商務，有助於智慧農業持續延伸長尾市場。
並列摘要
The development of Smart Agricultural is the technical combination of the two major industries of “Technology” and “Agricultural”. The traditional farming technology of agricultural is managed by the use of network technology, bringing into the “Remote monitoring system” and upload all monitoring data to the cloud system. The development direction of smart agriculture has two parts: smart production and digital services. In addition to increasing the output and capacity of agricultural products, more helpful agricultural management and increase added value are a benefit to expand the smart agricultural market. According to Anderson’s “Long Tail Theory”, as describing the retail strategy of selling a large number of different products. It is the law of supply and demand in the new market under the development of the Internet and the reduction of search costs. Smart agriculture provides information on agriculture products for consumers to purchase through the Internet. Due to changes in sales channels, So the tail of the long tail curve will continue to extend. This research, base on the three forces of the long tail to explore the strategies for the development of smart agriculture. This research takes smart agriculture as the research object, using the literature analysis method to collect a total of 759 articles from 6 different publications and classify them through the industry value chain dimensions. According to the results of the data analysis, the following important findings are made: 1. Constructing an agricultural production and marketing information system will benefit the development of smart agriculture. 2. The development strategy of smart agriculture is related to the three forces of Long Tail. 3. The development of e-commerce in sales channels will help smart agriculture continue to extend the long tail market.