后里花卉農場經營之商業模式探討

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题名:	后里花卉農場經營之商業模式探討 An Exploratory Research on Business Models of Flower Farms in Houli
作者:	黎俊宏 LI, CHUN-HUNG
贡献者:	休閒與遊憩管理學系碩士在職專班
关键词:	花卉產業;后里花卉農場;商業模式;訪談 flower industry;Houli flower farm;business model;interview
日期:	2020
上传时间:	2022-12-14 09:11:29 (UTC+0)
出版者:	亞洲大學
摘要:	花卉的使用場合和活動廣泛，同時有著多種用途，創造了無限商機，而其產值又較蔬菜、水果、稻米、雜糧等其他作物為高，所以也稱為「綠金產業」。台灣致力於花卉栽植及育種等技術的提升，讓生產的花卉品質優良，另外加上花卉生產者陸續推出創新及創意的品種，讓台灣在世界花卉產業中有著極高的國際競爭力。臺中市后里區因地質、氣候、環境優良，又有著高素質的花卉生產者，所種植的花卉無論在產量、品質及外銷成績上均在國內花卉生產上占有重要地位。近年來花卉生產業者面臨了：（一）地球暖化，氣候異常；（二）花卉栽培面積增加，市場未相對擴大；（三）花卉消費斷層，日本市場漸趨飽和等問題，造成產、銷失調，利潤不若以往。本研究以商業模式九大構面為主體，透過與專業花農訪談的方式，探究其商業模式運作方式及產業發展問題。透過資料蒐集及與專業花農意見整合，提出以下各項建議以改善目前遭遇之困境：（一）開拓外銷市場及開發新品種花卉；（二）花卉產業結合教育；（三）建立栽種數量控制制度及鼓勵消費；（四）輔導花農轉型為多角化經營觀光農場或休閒農場。 Flowers are used in a wide range of occasions and activities. At the same time, they have a variety of uses, creating unlimited business opportunities, and their output value is higher than other crops such as vegetables, fruits, rice, and cereals. Therefore, they are also called "green gold industry". Taiwan is committed to improving the techniques of flower planting and breeding, so that the quality of the flowers produced is excellent. In addition, flower producers have launched innovative and creative varieties, which makes Taiwan highly competitive in the world flower industry. Houli District of Taichung City has excellent geology, climate and environment, and has high-quality flower producers. The flowers planted have an important position in domestic flower production in terms of output, quality and export performance.However, in recent years, flower producers have faced: (1) global warming and abnormal climate; (2) increased flower cultivation area and relatively unexpanded market; (3) flower consumption faults, the Japanese market is becoming saturated, and other problems have caused The sales are out of balance and the profits are not as good as before.This research focuses on nine aspects of the business model and explores the business model operation and industrial development issues through interviews with professional flower farmers. Through data collection and integration with the opinions of professional flower farmers, the following suggestions are proposed to improve the current difficulties: (1) Expansion of the export market and the development of new varieties of flowers; (2) Integrated education of the flower industry; (3) Establishment of planting quantity control system And encourage consumption; (4) Assist flower farmers to transform into diversified operation of tourist farms or leisure farms.
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