台灣休閒農業已發展成為具有高觀光品質、高服務含量與高附加值的商業模式,休閒農場儼然已成台灣農業的經營新型態,在此經營業態下,為遊客提供經濟、社會、遊憩、教育、環保、文化傳承等功能與附加價值,因此,休閒農場之休閒與消費模式具有生產科技化、生態景觀化、知識體驗化、產品精細化、經營組織化、產銷一體化等特點,顯見休閒農業的經營已愈趨複雜而競爭,且休閒農業的商業模式也愈趨複雜。本研究以魔菇部落為研究對象,主要目的在探討其商業模式,並透過經營環境趨勢分析尋求能因應環境變遷之商業模式。為此,本研究深度訪談兩位魔菇部落之核心經營管理者,並運用多重證據資料來源取得魔菇部落商業模式之相關資料,再以三角驗證強化質性研究結果的有效性。研究分析則以 Osterwalder & Pigneur(2012)商業模式為理論基礎,進行商業模式要素與整體模式評估之評析,再據此提供實務建議。最後,依據研究結果,本研究提出五項商業模式再設計之建議:(1) 強化品牌特色與知名度;(2) 發展顧客關係經營、電子商務、行動商務(APP)方面之再設計;(3) 客群結構調整;(4) 開拓新通路;(5) 導購商務發展策略。
Taiwan’s leisure agriculture has developed into a high tourism quality, high service content and high value-added business model. In this business environment, leisure farm seems to become a new type of agricultural management in Taiwan, it provided visitors added value and functions with economic, social, recreation, education, environmental protection, cultural heritages. Therefore, leisure and consumption patterns of leisure farm have characteristics with the production of science and technology, ecological landscape, knowledge, product refinement, business organization, production and the marketing integration. Obviously, leisure agriculture has become more complex and competitive; same with the business model of leisure agriculture. The subject of this study was the Magical mushroom tribe; meanwhile, the purpose of this study was to explore its business model, a business model which can cope with the environmental change through the analysis of business environment trends. Thus, the study had a depth interviewed with two magical mushroom tribal core management managers, and obtained relevant information of magical mushroom tribe business model by using multiple evidence sources, and strengthened the effectiveness of qualitative research results by triangulation. The study analyzed the elements of the business model and overall model assessment based on the Osterwalder and Pigneur business model. Finally, based on the research results, this study proposed five restructure of the business model: (1) strengthen brand characteristics and reputation; (2) development of the customer relationship management, e-commerce and mobile-commerce (APP) (3) adjustment of customer structure (4) developing new channel (5) business development strategy in shopping guide.