| Abstract: | 田園綜合體被廣泛應用於農村、農業改革，促進經濟增長新亮點的時代名詞。主要涵蓋將鄉村集體土地、農民土地整合綜合開發成為現代農業、休閒旅遊、田野宜居生活綜合開發商業新模式。以增加農民經濟收入、減少城鄉差距、促進農民返鄉工作，讓城市人民假日也能回歸自然享受田野環境生活，並且可以保護自然生態環境，助力碳中和、碳達標早日實現。世界各國在發展農業過程中，也為農民的收益增加了很多與農業相關配套行業，鄉村旅遊、農業觀光、採集、民宿、科普等多方面的組合。
本研究動機在於農業發展對未來經濟增加的貢獻會很多，也是支柱產業重要組成部分，大陸田園綜合體開發已完成在營運中和正待開發項目眾多，田園綜合體每個項目使用面積都數千公畝以上，是當地村民集體土地結合，整個規劃綜合開發的新模式，事關全鄉村民的經濟收入與生活，因此，本研究目的依據現有田園綜合體作深入瞭解與考察提出問題，再引入商業模式分析，讓每個項目能達到商業盈利目標。
本研究採用商業模式架構作為分析理論基礎，並使用個案研究法和文獻分析法，在現有問題依解決三個階段，運營項目市場現況經營問題，克服問題解決策略。分別透過商業模式畫布圖九個要素，用商業模式的演化提供未來競爭優勢方法，挑戰與機會應對方法和如何能達成永續經營目標的解決方式。綜合各研究方法的過程，再藉用與時俱進的商業模式解決方案，作為後續政府部門和企業經營者策略性參考。
Pastoral complex is widely used in rural and agricultural reform to promote new highlights of economic growth. It mainly covers the integrated and comprehensive development of rural collective land and farmers' land into a new business model for the comprehensive development of modern agriculture, leisure tourism and field livable life. In order to increase farmers' economic income, reduce the gap between urban and rural areas, promote farmers' return to their hometown, enable urban people to return to nature on holidays, enjoy field environment life, protect the natural ecological environment and help realize carbon neutralization and carbon standard as soon as possible. In the process of developing agriculture, countries around the world have also added many supporting industries related to agriculture, such as rural tourism, agricultural sightseeing, collection, home stay, science popularization and so on.
The motivation of this study is that agricultural development will contribute a lot to future economic growth, and it is also an important part of pillar industries. The development of pastoral complexes in mainland China has been completed, there are many projects in operation and pending development, and the use area of each project of pastoral complexes is more than thousands of mu, which is a new model of collective land combination of local villagers and comprehensive development of the whole planning, It is related to the economic income and life of the villagers in the township. Therefore, the purpose of this study is to make an in-depth understanding and investigation based on the existing pastoral complex, put forward problems, and then introduce business model analysis, so that each project can achieve the commercial profit goal.
This study uses the business model framework as the theoretical basis of analysis, and uses the case study method and literature analysis method to solve the existing problems according to the current situation of the operation project market, solve the problems and overcome the problem-solving strategies in the three stages of solving the existing problems. Through the nine elements of the business model canvas, the evolution of the business model is used to provide future competitive advantages, methods to deal with challenges and opportunities, and solutions to how to achieve sustainable business objectives. Integrate the process of various research methods, and then borrow the business model solutions that keep pace with the times as a strategic reference for subsequent government departments and enterprise operators. |
