合作農場經營策略與地方創生整合之研究-以X合作農場為例

ASIA unversity > 管理學院 > 休閒與遊憩管理學系 > 博碩士論文 > Item 310904400/114269

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题名:	合作農場經營策略與地方創生整合之研究-以X合作農場為例 Research on Business Strategy of Cooperative Farm and Regional Revitalization-A Case Study of X Cooperative Farm
作者:	鄭意如 CHENG, I-JU
贡献者:	休閒與遊憩管理學系碩士在職專班
关键词:	地方創生;經營績效;行銷策略;合作農場 local innovation;business performance;Marketing strategy;Cooperative farm
日期:	2020
上传时间:	2022-12-14 09:12:38 (UTC+0)
出版者:	亞洲大學
摘要:	近幾年來，在多種式樣的餐飲料理中，因健康養生飲食的概念逐漸受到重視，興起新鮮蔬食自然新生活概念引人注目，人們對從農場到餐桌吃安全健康的天然蔬果越來越重視，讓以生食為主的萵苣類產業快速發展。本研究主要為瞭解以新鮮蔬果產品運銷為主軸的合作農場，為使農地活化，擴大契作生產具外銷潛力的萵苣類生菜(美生菜)農作物，促進地方區域農產品特色及經濟，從選擇品項開始，整合農民擴大經營面積與規模，並建立良好農業規範(Good Agricultural Practices, GAP)制度，配合農業政策推動，協助農民取得台灣良好農業規範 (Taiwan Good Agricultural Practice , TGAP) 產銷履歷驗證，行銷國際外銷市場，更積極推動全球良好農業規範(GLOBALG.A.P.)，提升其附加價值，使萵苣類生菜成為在地特色農產業，建立產業供應鏈管理模式，推動產業特色品牌，讓合作農場以農業經營企業化管理的行銷策略，提升農業競爭力及建構安心、安全、高品質核心價值的經營績效發展歷程。最後以與受訪者的深度訪談後，探討提供給予合作農場發揮其自有的優勢，擴大產業營運規模的機會並與地方創生整合，達到永續經營之建議。 In recent years, the concept of healthy diet has gradually been paid attention to a variety of styles of catering, and the concept of a new natural life is emerging with fresh vegetables. People are paying more and more attention on eating safe and healthy natural vegetables and fruits (also connect with the idea of from the farm to the table.) , Therefore, lettuce industry and raw food are now all the rages as these reasons. This thesis is mainly to research the cooperative farms ’s agricultural marketing. At the beginning, it looked for farmers who integrated with a team to expand their planting area, import Good Agricultural Practices (GAP) system, and promote the Global Good Agricultural Practice (GLOBALG.AP), cooperated with the promotion of agricultural policies, assisted farmers to obtain Taiwan Good Agricultural Practice (TGAP), promote agricultural products to international markets, increase added value of products. Build a stylish brand of lettuce under the core value about safety and high-quality. Marketing strategy of cooperative farm changed traditional ways to agricultural enterprise.Finally, after in-depth interviews with interviewees, we explored ways to provide cooperative farms with their own advantages and expand the scale of operations, and integrated with local innovation, to achieve the goal of sustainable operation.
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