北台灣主要休閒農場之市場區隔與定位分析

Market Segmentation and Positioning Analysis for Leisure Farm Market in Northern Taiwan

吳宗瓊(Tsung-Chiung Wu) ； 鄭智鴻(Joseph Cheng)

《觀光研究學報》 10卷1期 (2004/03) Pp. 97-113

https://doi.org/10.6267/JTLS.2004.10(1)6

摘要

台灣休閒農場發展多年，已逐漸形成一種旅遊的新風潮。休閒農場的經營管理所面臨的各式課題中，對於遊客需求的掌握以及市場行銷策略的擬定是十分重要的。本研究即運用產品利益追尋之區隔分析法以及知覺定位分析法，探討北台灣休閒農場產業之區隔市場情況，分析各主要休閒農場的市場區隔組成，建構休閒農場產業知覺定位圖，分析探討各主要休閒農場之市場定位與相對競爭態勢，並據此討論休閒農場市場行銷策略的應用。研究結果顯示，北台灣休閒農場可以分為四個主要區隔市場，「精緻服務」、「人造景觀」、「活動設施」與「自然生態」；「亞森觀光農園」與「飛牛牧場」之定位非常接近，「頭城農場」與「香格里拉農場」也是處於相對競爭比較高的定位狀況；相較之下「北關農場」的定位則較為弱勢，且缺乏明確的市場定位優勢。整體而言，運用產品利益追求變項建構之區隔市場以及知覺定位圖，能合理呈現市場區隔的組成，顯現出不同休閒農場在遊客心中的定位以及彼此間的競爭狀況，分析結果有助於休閒農場經營管理者配合本身資源特色，進行市場行銷策略上的調整。

關鍵字

休閒農場 ； 市場區隔 ； 市場定位 ； 產品利益追尋

並列摘要

Leisure farm tourism has developed as a new trend of travel pattern. As transferring from traditional agriculture to semi-leisure business, leisure farm managers face many challenges. Tourism market analysis and developing marketing strategies are extremely critical to them. The primary purposes of this study are to analyze market segmentation situations, develop a perception map, scrutinize within industry competitive circumstance, and discuss proper management and marketing strategies for leisure farm market in northern Taiwan. By conducting product-benefits based segmentation, four segments, ”delicate services-oriented”, ”landscape oriented”, ”activity oriented” and ”nature resource oriented” are found. The positioning map analysis reveals that A-Shen tourism farm and flying cow farm are perceived at similar position; To-Chen farm and S.G.L.L. farm are located at similar competitive position: and Bay-Quan farm has relative a week position. In summary, product benefit based market segmentation and positioning analysis can disclose leisure farms' market segmentation and their competitive positions. These valuable results can directly contribute to develop effective marketing strategies.

並列關鍵字

leisure farm ； market segmentation ； market positioning ； product benefits

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