- 學位論文
金漢柿餅文化產業園區經營策略研究
A Study on The Management Strategy of Jin-Han Dehydrated Persimmon Cultural Industry Park
摘要
本文研究目的主要是在探討金漢柿餅的經營現況與經營策略，並作經營策 略分析，針對分析結果提出建議，作為金漢柿餅未來經營策略與環境規劃的參 考方向。 在文獻探討上分別從：柿子與常民生活關連性、文化產業的內涵與意義、 休閒農業的功能與價值、企業經營策略相關學理、休閒文化農業企業化經營策 略分析模式等五大面向來著手。使用的研究方法有： 一、深入訪談法：實地到金漢柿餅作深入訪談，以文字、錄音、錄影方式紀錄 該研究對象，作結構式的訪談，以瞭解金漢柿餅的發展歷史與經營策略。 二、關鍵成功因素探討：採用關鍵成功因素找出金漢柿餅經營成功之道。 三、採用休閒文化農業經營與管理中的外部環境分析與內部資源分析模式，來 分析金漢柿餅之經營策略。 四、根據外部環境分析與內部環境分析結果，採用SWOT分析法歸納出金漢柿 餅各項表現，以作為金漢柿餅未來規劃與運作方向之參據。 依據研究目的，所得到的研究成果如下： 一、金漢柿餅園區的經營可分為經濟面、知識面、藝術面三種。 二、金漢柿餅的成立，並不是在於利益而已，除了有追本溯源精神之外，亦致力於柿子文化的推廣。 三、探討出金漢柿餅經營關鍵成功因素有下列四點： （一）具備柿子專業知識與表達能力，經由教育解說方式來讓遊客認識柿子。 （二）著重在柿餅產業的發揚與推廣，不以利益為前提，善盡社會責任。 （三）以服務的客人的心態為出發點，讓客人有賓至如歸的感覺。 （四）具有前瞻與創新精神，將柿餅加工製造由一、二級產業轉向三級產業。 四、經由經營策略分析，擬定金漢柿餅未來經營策略，主要可朝四大面向去著手： （一）行銷策略的加強 （二）民俗藝術的導入 （三）產業觀光與社區總體營造 （四）休閒農業的發展
並列摘要
This paper aims to discuss the operating conditions and management strategy of Jin-Han Dehydrated Persimmon, analyze management strategy and put forward a proposal as the reference direction of management strategy and environment planning of Jin-Han Dehydrated Persimmon in the future according to the analysis results. This paper starts from five aspects on the literature discussion, such as relevance between persimmons and everyday life, meaning and significance of cultural industries, function and value of leisure culture agriculture, academic theory related to management strategies and management strategy analysis model of leisure culture agriculture enterprising. The research methods used are as follows. 1. In-depth interview: Going to Jin-Han Dehydrated Persimmon and doing in-depth interviews, the paper records the object of study by text, audio, video mode and makes structured interviews to understand the development history and management strategy of Jin-Han Dehydrated Persimmon 2. Discussion on key success factors: the paper finds the way of success of Jin-Han Dehydrated Persimmon management by key success factors. 3. Adopting the external environment analysis and internal environment analysis modes in operation and management of leisure culture agriculture, the paper analyzes the management strategy of Jin-Han Dehydrated persimmon, 4. According to analysis results of the external environment and internal environment analysis, using SWOT analysis, the paper summarizes the performance of Jin-Han Dehydrated Persimmon in every aspect, which will be references for future planning and operation direction of Jin-Han Dehydrated Persimmon. According to research purpose, the results obtained are as follows. 1. The management of Jin-Han Dehydrated Persimmon Park can be divided into economic side, knowledge side, and art side. 2. The establishment of Jin-Han Dehydrated Persimmon is not only for interests but III committed to the promotion of persimmon culture in addition to tracing the origin of the sprit. 3. Key success factors of Jin-Han Dehydrated Persimmon management discussed are the following four. (A) With persimmon professional knowledge and expression capability, Jin-Han Dehydrated Persimmon makes visitors know persimmon by education and interpretation (B) Jin-Han Dehydrated Persimmon focuses on development and promotion of Dehydrated persimmon industry, not to put interests first and be socially responsible. (C) Jin-Han Dehydrated Persimmon takes the mind of serving the customers as a starting point to make customers feel at home. (D) With a forward-looking and innovative spirit, Jin-Han Dehydrated Persimmon shifts the Dehydrated persimmon manufacture from the primary /second sector to the tertiary sector. 4. By management strategy analysis, the future management strategy of Jin-Han Dehydrated Persimmon is made which can mainly begin from the four aspects. (A) Strengthen marketing strategy (B) Bring in the folk art (C) Industry Tourism and Community development (D) The development of leisure agriculture