民俗節慶結合休閒農業活動發展策略之研究
-以花蓮縣玉里鎮為例

本文以「創新SWOT矩陣」的概念，依創新分類及影響予以區分後，將花蓮縣玉里鎮所面臨的資源條件、關鍵技術、顧客、及競爭對手，予以量化，並透過「差異矩陣」之比較分析，可使花蓮縣玉里鎮經營者清楚了解玉里鎮本身的優、缺點及外在環境的機會與威脅，進而擬訂出其玉里鎮的目標與策略。經由研究結果，可得知花蓮縣玉里鎮與民眾配合程度及相互信任關係良好、有多元的銷售管道、職員盡忠職守且向心力高等核心資源上，以及農產包裝與規格符合市場需求、能掌握農產行銷通路等產業關鍵成功因素上，皆擁有較佳的實質競爭優勢；而對於消費者則著重於農產品新鮮度、生產過程衛生安全及農產品口感與品質。花蓮縣玉里鎮可推出農產的自有品牌，和其他地區所產農產建立區別性，而玉里鎮要更致力於整合玉里鎮其他自產自銷的農產，達到結合產銷組織力量，創造規模效益，並藉著傳媒宣傳提昇知名度，以期能達成提高市佔率及供應品質穩定、衛生安全農產之經營目標。

關鍵字

競爭優勢；關鍵成功因素；核心資源；創新SWOT矩陣

並列摘要

Based on the concept of “innovative SWOT matrix”, this paper quantifies the resource conditions, key technologies, customers, and competitors faced by Yuli Town, Hualien County, and compares them through the “difference matrix”. The analysis will enable the operators of Yuli Town in Hualien County to clearly understand the advantages and disadvantages of Yuli Town itself and the opportunities and threats of the external environment, and then formulate the goals and strategies of Yuli Town.According to the research results, it can be known that Yuli Town of Hualien County has a good degree of cooperation and mutual trust, a diversified sales pipeline, a dedicated staff and a core of high-quality resources, as well as agro-food packaging and specifications in line with market demand and ability to master agriculture. The key success factors of the industry such as production and marketing channels have better physical competitive advantages; while consumers focus on the freshness of onions, the health and safety of the production process and the taste and quality of onions. Yuli Town of Hualien County can launch its own brand of agricultural products, and establish a difference with the agricultural products produced in other regions, and Yuli Town should be more committed to integrating the other self-produced and self-produced agricultural products in Yuli Town, and achieve the combination of production and sales organization and creation. Scale benefits, and through the media to promote awareness, in order to achieve the business objectives of improving the market share and supply quality stability, health and safety Yuli Town.