台灣農會休閒事業經營模式之研究

A Study on Leisure Business Model of the Farmers’ Associations in Taiwan

林俊男(Chun-Nan Lin)

指導教授 ： 段兆麟

國立屏東科技大學/國際學院/熱帶農業暨國際合作系/博士(2015年)

https://doi.org/10.6346/NPUST.2015.00179

摘要

台灣地區的農會(Farmers’ Associations)在經營休閒事業上具多樣化的面貌與差異，本研究回顧及整理相關文獻及次級資料，作為本研究的建構及論述農會休閒事業經營模式的推論依據，並以問卷調查探詢台灣農會目前休閒事業經營的特性、元件的重要因素，並驗證農會休閒事業的經營模式。
結果發現，農會休閒事業的經營類型以「農特產品伴手禮業」為最多，經營主體以「農會獨資經營」為主，經營動機則是以「行銷在地農特產品」的比率最大，經營規模偏小；農會對未來經營休閒事業都表示樂觀及正面的肯定。其次，總幹事的企圖心、行銷與人才相關的元件是受訪農會認為最重要的經營關鍵；另外，農會經營休閒事業的利益產出是以「社會責任」重於「經營效益」，這是農會基於公益性法人的特性，與一般私人企業有著截然不同的經營策略思考。
在農會休閒事業經營模式架構之驗證上，內外部環境的影響力之間以及對資源投入、價值創造與傳遞及利益產出均有正向影響，且利益產出對內部影響力亦產生了經營上的回饋機制。而影響農會休閒事業經營的關鍵元件，在外部環境是休閒產業環境及休閒事業特性；在內部環境則是核心經營策略及事業使命；資源投入是無形的資產；價值創造與傳遞是核心流程；利益產出則是社會責任。最後，農會休閒事業的不同經營特性其經營模式是不相同的，且經營模式在多元經濟事業體中近八成屬於定位不明且結構鬆散的未定事業型，農會若能依據自身的經營狀況檢視經營模式，投入更多的資源，以提升整體的經營績效，可為農會經營休閒事業提供更多經營的競爭優勢。

關鍵字

農會 ； 休閒事業 ； 經營模式

並列摘要

Farmers’ Associations (FAs) have diversified features in relation to the leisure business. This study reviews and compiles the relevant literature and secondary materials which act as a theoretical basis to construct and illustrate the leisure business models adopted by FAs, explores the current operational features and important factors of different components for the leisure business of FAs in Taiwan through distributing questionnaires, and verifies the leisure business models of FAs.
The results show that the operational model of FAs leisure business primarily takes the form of the specialty agricultural souvenir industry, operational entities mostly employ “sole proprietorship by FAs”, the operational motives of “marketing local specialty agricultural products” account for higher proportions, the majority of FAs operating leisure businesses are micro enterprises and FAs take a positive attitude towards operating as leisure businesses in the future. Second, the component, “the ambition of the secretary-general toward leisure business operations” is regarded as relevant and “marketing” and “talent” are deemed the most important operational keys by respondents. Moreover, in terms of benefit outputs, “social responsibilities” are deemed more important than “operational benefits”, which characterize FAs as public legal persons and is utterly different from the operational strategies and thought behind general private enterprises.
As for the structure verification of the leisure business model of FAs, the leisure business model of FAs in Taiwan, as constructed in this study, is based on empirical analysis; a positive impact is exerted by external and internal environmental influences, as well as from external and internal environmental influences and resources investment, value creation and delivery and benefit output. Moreover, benefit output generates a feedback mechanism which controls internal environmental influences in relation to operations. The critical components that affect the leisure business model of FAs are the leisure industry environment and the leisure business features of the external environment; core operation strategies and business mission for the internal environment; intangible assets for resources investment; the core process for value creation and delivery; and social responsibilities for benefit output. Moreover, different operational features generate different business models, particularly for FAs that operate in the leisure business. Finally, in terms of the verification of leisure business models by FAs, 80% of leisure business models adopted by business entities are uncertain business types that are unclear in terms of their positioning and loose in structure. This in turn is related to the fact that the majority of FAs are only just beginning to operate as leisure businesses and so the business models that they adopt are not entirely established. If more resources could be invested in order to elevate overall operational performance and a successful business model was established, this could be an enormous help and would create more competitive advantage among FAs in terms of leisure business operation.

並列關鍵字

Farmers’ Associations ； leisure business ； business models

參考文獻

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