傳統畜牧場開拓休閒農業發展策略之研究–以屏東縣中央畜牧場為例

A Study on Developmental Strategy from Traditional Ranch to the Recreational Farm – A Case Study of Central Ranch in Pingtung County

蘇萱(Su Hsuan)

指導教授 ： 段兆麟

國立屏東科技大學/管理學院/高階經營管理碩士在職專班/碩士(2018年)

https://doi.org/10.6346/THE.NPUST.BA.015.2018.F08

摘要

中央畜牧場有40多年的養豬經驗，近期著手開拓以豬為主題的休閒農業。為了要在這個產業中占一席之地，本研究目的為：
1. 探討中央畜牧場發展休閒農業可運用的外在資源與內在資源。
2. 探討牧場消費者對於牧場資源重要性的認知。
3. 探討牧場消費者對於牧場體驗活動的興趣。
4. 研擬中央畜牧場開拓休閒農業之發展策略，藉供營運之參考。
本研究個案針對消費者採用問卷調查方式，共計回收416份有效問卷，使用SPSS 22.0進行問卷之信效度分析、描述性統計、獨立樣本t檢定，變異數分析、相關分析及迴歸分析。得到結論如下：
1. 消費者特性，如性別、年齡、教育程度、職業等變項，對於牧場資源重要性呈現部份顯著差異。
2. 消費者特性，年齡、教育程度、職業、平均休閒花費等變項，對於牧場體驗活動興趣呈現部份顯著差異。
3. 牧場內的豬隻產業資源和豬隻文化資源與牧場體驗活動興趣有較高的顯著正關係。
依據研究結果，本研究提出下列發展策略建議：
1. 發展產業體驗策略。
2. 發展文化體驗策略。
3. 發展視覺、味覺、觸覺體驗活動策略。
4. 採用網路行銷策略。
5. 開發紀念商品策略。
6. 建構綠能特色策略。
7. 提高服務品質策略。
8. 強化人力資源策略。

關鍵字

肉豬畜牧場 ； 休閒農業 ； 體驗活動 ； 發展策略

並列摘要

Central Ranch has more than 40 years experience of farming pigs and wants to expand another business in recreational farm. To secure staying in this business well, the purpose of this study is showing below:
1. Exploring the resources that available for Central Ranch to develop a recreational farm.
2. Exploring the customers’ recognition of the resources of Central Ranch.
3. Exploring the customers’ interesting of experience activities in Central Ranch.
4. Planning developmental strategies for Central Ranch to operate a recreational farm and use it as a reference.
The questionnaires surveys were sent out to the Central Ranch customers and 211 valid data were collected. The analyzing methods we use, through the SPSS 22.0, including independent t-test, one-way ANOVA, correlation, and regression were applied. The results are showing below:
1. Customers’ characteristics, such as gender, age, education, and occupation have the significant difference in some part of the Ranch resources.
2. Customers’ characteristics, such as age, education, occupation, and average spending, have the significant difference in some part of the ranch experience activities.
3. The ranch resources, especially relate with pigs and the pigs’ culture, have the positive correlation with the ranch experience activities.
The results show that the major suggestions for developmental strategy are stated below:
1. Using resources that relate with pigs to develop experience activities strategy
2. Using resources that relate with pigs culture to develop experience activities strategy.
3. Using sight, taste, and touch to develop experience activities strategy.
4. Using online marketing strategy.
5. Developing diversity souvenir strategy.
6. Majoring in green energy to build ranch image strategy.
7. Increasing serving quality strategy.
8. Strengthening human resources strategy.

並列關鍵字

pigs farming ； recreational farms ； experience activities ； developmental strategy

參考文獻

Porter, M. E. (1985). Competitive Advantage. New York: The Free Press.

中文文獻

中華實驗動物學會 （2011）。生醫產業用畜禽動物應用手冊。台北: 中華實驗動物學會。

司徒達賢（1995）。策略管理。台北: 遠流出版公司.。

全國法規資料庫 （2017）。農業發展條例。全國法規資料庫。