| Abstract: | 觀光休閒農場是一種進入門檻低且競爭相當激烈的產業，經營者如何掌握此一產業的關鍵成功因素，據以研擬最適經營商業模式，以建立其在此一產業之競爭優勢，進而確保企業之永續經營，著實是觀光休閒農場之重要議題。本研究個案安石園位於新社鄉位於崑山村，園內擁有三、四千種藥用植物和石頭造景，包括銀杏林、特種植物區、原生池等景致，規模之大居全台之冠。園主羅順安還分別標明藥用植物的名稱、別名、使用部位、性味功能和主治功用，有如一座藥用植物博物館。除了可以欣賞收藏的石頭、參觀園區的藥用植物、享用養生餐飲，還可以住民宿、泡藥草浴。然而，安石園農場轉型為觀光休閒農場受限於諸多法規之限制外，也面臨管理相關之產銷、人事、研發、財務、資訊、行銷、經營管理策略、服務品質的規劃等問題，都增加經營管理上的困難和挑戰。因此，本研究藉由4P分析、SWOT分析及商業模式分析，探討安石園之競爭力優劣勢及關鍵成功因素，並提供相關策略建議協助安石園能成功轉型為具有經濟效益且永續經營的觀光休閒農場，進而提升安石園在產業中的競爭力。
The leisure farm is an industry with low barriers to entry, and high competition. How do operators grasp the key of the success factors in this industry? Based on the most suitable business model to development for establish its competitive advantage in this industry. In order to ensure the sustainable operation of the company, it is an important issue for sightseeing and leisure farms.
This study case Anshiyuan is located in Kunshan Village, Xinshe Township. There are almost four thousand medicinal plants and stone landscaping in the park.，Includes ginkgo forest, special plant area, native pool and more，The largest, the first in Taiwan. The owner, Luo Shun'anAlso indicate the name, alias, use location, sexual taste function and main function of the medicinal plant，Like a medicinal plant museum. In addition to enjoying the collection of stones, visiting the medicinal plants in the park, and enjoying the health food, you can also stay in the homestay and soak in the herbal bath.
Because of the transformation of Anshiyuan Farm into a sightseeing and leisure farm is subject to many regulations and restrictions, as well as management related production and sales, personnel, research and development, finance, information, marketing, business management strategies, service quality planning, etc. difficulties and challenges.
Therefore, this study explores the strengths and weaknesses and key success
factors of Anshiyuan by 4P analysis, SWOT analysis and business model analysis, and provides relevant strategies to help Anshiyuan successfully transform into economically beneficial and sustainable tourism. Leisure farms, in turn, enhance the competitiveness of Anshiyuan in the industry. |
