產業組織與休閒農業發展之研究－以冬山鄉休閒農業發展策略為例－

A Study about Industrial Organizations and Leisure Agriculture Development-A Case of Leisure Agriculture Development Strategies in Dong-Shan Township-

林芳怡(Fang-Yi Lin)

指導教授 ： 秦宗春

中原大學/商學院/國際貿易研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000603

摘要

中 文 摘 要 臺灣農業從過去到現在，從「農業培養工業，以工業發展農業」為臺灣創造經濟奇蹟，後來因產業結構、市場環境及政府政策等因素促使農業面臨轉型；在國人日益重視生活品質，及在休閒旅遊興起的潮流下，農政單位積極改善農業結構，尋求新的農業經營方式，於是有識之士便利用現有農業資源，轉型為休閒旅遊農業，休閒農業於焉興起。 本研究從休閒農業相關理論出發，旨在探討休閒農業發展過程中，產業組織在休閒農業發展發揮其重要的功能，扮演不同的角色。本研究以冬山鄉休閒農業發展策略為主題，透過深度訪談休閒農業經營者及產業組織於推動休閒農業發展遭遇的困難與需求，並藉由文獻分析、地理實查、SWOT分析加以綜合整理，來界定產業組織在休閒農業發展之定位，以及研提休閒農業發展策略，作為農民轉型休閒農業之參考。 研究結果顯示冬山鄉發展休閒農業所擁有的優勢條件，豐富的自然生態是最大的資產，提供多樣化體驗活動，加上休閒農業業者積極的投入以及產業組織的輔導與協助；此外環境趨勢輔助，生態環境保護觀念提倡及健康、綠色產業推廣盛行，無形中為休閒農業產業創造發展機會，使冬山鄉成為全國發展休閒農業最為興盛的地區。 產業組織對整體產業發展所扮演角色為倡導轉型理念者，輔導傳統農業轉型突破現狀；是產業教育者，為公共服務之提供；是資源整合者，整合官方資源、整合產業資源亦整合學術資源，建立策略聯盟制度、強化整體行銷，創造多元價值；為產業發展規劃者，為創新思維創造者、為產業發展領導者，帶領國內休閒農業晉升國際地位。

關鍵字

發展策略 ； SWOT分析 ； 休閒農業 ； 產業組織

並列摘要

Abstract

Taiwan’s agriculture from past to current has nurtured the development of industry and subsequently the economic miracle. As a result of the change of industrial structure, market condition, and government policy, the agriculture is facing transformation. Taiwanese citizens now emphasize more on quality of life propelled by the trend of leisure travel that stimulate the government agricultural agencies to seek new agricultural operation pattern and that lead to the rise of leisure agriculture.

This study starts with the relevant theories of leisure agriculture to explore the function and role of industrial organization in the development process of leisure agriculture. The focus is on the strategies of leisure agriculture in Dong-Shan Township. Through deep interview with operators of leisure agriculture and industrial organization to uncover their demands and difficulties. In addition, I use literature analysis, geographic survey, and SWOT analysis to integrate and to identify the stance of industrial organization in leisure agriculture and to propose strategies so farmers could be benefited.

The results show there are several advantages of developing leisure agriculture in Dong-Shan Township including the abundant natural resources, multiple activities to experience, and the active involvement of leisure agriculture participants as well as the assistance and help by the industrial organization. Moreover, the environmental trend, the concept to protect environment, and the spread of health and green industries provide an opportunity to develop the industry. As a result, Dong-Shan Township becomes one of the liveliest areas in leisure agriculture.

The roles of industrial organization are to play a concept proponent to help traditional agriculture to transform, to be an educator to serve public interest, to be a resource integrator to integrate resources from government and academic. The industrial organization is also a planner to establish alliance system, to strengthen integrated marketing, and to create multiple values as well as an industrial leader in uplifting the international status of leisure agriculture.

並列關鍵字

industrial organization ； leisure agriculture ； development strategies ； SWOT analysis

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