主題是探討觀光休閒農場經營管理模式，先了解觀光休閒農場發 展現況，其次分析影響其發展之因素，最後經由 SWOT 產業分析理論 對神馬郡休閒農場附設靝馬馬場進行個案分析，探討其經營管理模式 與改善策略。
研究主要發現如下: 一、神馬郡休閒農場附設靝馬馬場優勢:(1)自然景點比賽冠軍、自然
景點浪漫、農牧體驗型與生態教育型結合。(2)良好的企業形象。 (3)養馬專業強。 進生豆，烘焙咖啡豆銷售。(4)馬廄挑高，四米以 上的賞馬台。(5)服務客製化。劣勢:(1)新顧客開發不易。(2)馬匹 選擇性較少。(3) 缺少行銷關鍵技術。(4)缺乏專人從事研究開發。 (5)收支目前可以持平。(6)台中市有六家馬場競爭。機會:(1)休閒 農場結合馬廠經營，屬於新型態之經營方式。(2)可開發多重消費 者市場。威脅:(1)有新的競爭對手。(2)老牌競爭對手或新的競爭 對手均有參與馬術競賽且頻頻獲獎。(3)馬術愛好者屬高收入族 群，受社會景氣影響。
二、建議主要改善策略如下:(1)善用自然景點比賽冠軍榮耀宣揚:以 吸引愛好自然景點的遊客來消費。(2)善用馬場與咖啡既有資源將 其整合經營，朝向綜合觀光農場發展，以開發多重消費者市場。(3) 可使用 App 為觀光休閒農場與用戶提供雙向服務。(4)善加宣揚服 務客製化之優點，吸引中收入族群來消費。(5)改進新顧客開發技 能。(6)添購馬匹。(7)改進行銷關鍵技術。(8)指派專人從事研究開 發並作目標管理。(9)籌措資金擴建農場。(10)改進經營管理模式吸 引中收入族群。(11)改進競爭力。(12)研發創新餐飲、紀念品與伴 手禮。(13)發展各類體驗活動。
The theme is to study the operation and management model of tourism and leisure farms. Firstly, to understand the current development of tourism and leisure farms, and then to analyze the factors affecting its development. Finally, through SWOT industry analysis theory, analyze the case of Shenma County leisure farm (with Tianma horse farm), study its business and management models and improvement strategies.
The main discoveries:
First, the advantages of Shenma County leisure farm (with Tianma horse farm): (1) Natural attractions competition champion, natural attractions romance, farming and animal husbandry experience and ecological education. (2) Good corporate image. (3) Strong professional horse breeding. Imported raw beans, roasted coffee beans for sale. (4) Stable is particularly high, and the platform of watching horse is more than four meters. (5) Customized service. Disadvantages: (1) New customer development is not easy. (2) Horses are less selective. (3) Lack of marketing key technologies. (4) Lack of special personnel for research and development. (5) Revenue and expenditure can be flat at present. (6) There are six horse races in Taichung City. Opportunities: (1) The leisure farm is combined with the operation of the horse factory and belongs to the new model of operation. (2) Multiple consumer markets can be developed. Threats: (1) There are new competitors. (2) Old competitors or new
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competitors are involved in the equestrian competition and are frequently awarded. (3) Equestrian enthusiasts belong to high-income groups and are affected by the social boom.
Second, the main improvement strategies are as follows: (1) Make good use of the natural attractions competition champion glory: to attract tourists who love natural attractions. (2) Make good use of the existing resources of the horse farm and coffee to integrate and operate, and develop towards integrated tourism farms to develop multiple consumer markets. (3) App can be used to provide two-way service for sightseeing and leisure farms and users. (4) Good to promote the advantages of the customized service, attracting middle-income groups to consume. (5) Improve new customer development skills. (6) Purchase horses. (7) Change the key technologies for sales. (8) Designate a person to engage in research and development and target management. (9) Raise funds to expand the farm. (10) Improve the business and management models to attract middle-income groups. (11) Improve competitiveness. (12) Create new meals, souvenirs and accompanying gifts. (13) Develop various types of experience activities.
