休閒農場整合行銷傳播決策型態及其行銷績效影響因素之研究

A Study on Leisure Farm's Integrated Marking Communications Decision Type and Marking Performance Effected Factors

林豐瑞(Feng-Jui Lin) ； 黃珮婷(Pei-Ting Huang)

《台灣農學會報》 9卷3期 (2008/06) Pp. 254-269

https://doi.org/10.6730/JAAT.200806_9(3).0005

摘要

本研究運用集群分析與典型相關分析將經營者考慮決策傾向區分為「重關係管理」、「重內部營運管理」兩種群別，並透過卡方分析檢定此兩群之場性特徵執行整合行銷傳播主要差異。此外，更進一步透過正典相關分析找尋兩型態別在其行銷績效上之主要關鍵影響因子。最後依實證結果，提出管理與學術研究意涵及對經營者、政府相關部門上在實務經營與輔導上之具體建議。

關鍵字

休閒農場 ； 整合行銷傳播 ； 決策型態 ； 行銷績效

並列摘要

This study used cluster analysis and canonical correlation to study business management operator decisions like ”take relation management seriously” and ”take inside operation management.” We also used Chi-Squares to test two groups of farm characteristics to determine the main difference between integrated marking communications processes. Two types of canonical correlations from the marking performance were desirable, if the research showed that. Finally, in accordance with the research result, we supply implications for management and research, and recommendations for managers of leisure farms and government.

並列關鍵字

Leisure farm ； Integrated marking communications ； Decision type ； Marking performance