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2 3
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SWOT
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A Study on the Administration and Marketing Strategy in Leisure FarmingThe Case of I-Lan
County
Hsiao,Ching-Ya1 Ko,Wen-Hwa
2 Hsiao,Ya-Mei
3
Technology and Science Institute of Northern Taiwan1
Fu Jen Cathlic University2
Meiho Institute of Technology 3
Abstract The leisure farm industry is a ring that the government coaches the development of
recreation agriculture in order to relieve agriculture's inherent predicament and outside
competition. The leisure farm industry of I-Lan County grows up fast under the
government's coaching policy. This article selected two leisure farms and probe into their
types of operation and experience marketing. The result of study shows the common
points of these types of operation of two leisure farms represent their own uniqueness.
Although not big enough, yet it contains primary products, producing goods, provide
service and show four level of industry products while this fully demonstrates a product
performance of the experiencing type recreation farm. It is par route that these two
leisure farms are taken, the number of visitors drops lots between vacation and casual
days and the cheap consumption price is also unable to react real cost. This questionnaire
also probes the reasons. In such case, this research considers the real state and products
specialty, set from the business model and argument of the experiential marketing. The
approach of this study was to probe into the current situation of leisure farms and analyze
to the leisure farm, probe into the present situation and question of its recreation
agricultural resource, business model, experience activity, experiential marketing. And
suggestion to the two leisure farms proposing a workable experiential marketing strategy.
At last, through the use of SWOT, we propose the reference items to coach the leisure
farm industry for the governmental relevant departments and some suggestions about
business model and marketing strategy for the managers of the leisure farm industry.
Key word: Leisure farmBusiness ModelExperiential marketing
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1
(2000) ;
113
444823%
402002
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214
1.
2.
3.
4.
leisure agriculture
( leisure farming )
-1
1991 1995 1996 1996 2000
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2000 2001
1.(1965~1980
)2.(1980~1986)
3.(1986~1989)4.
(1989~1999)5.(2000
)
1996
1.
2.
3.
4.
-
216
1 (1997)
1. 2.
3. 4. 5. 6. 7. 8. 9.
10. 11. 12. 13. 14. 15.
16.
() /
()
()
2 2 2 2
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1998Gilmore and Pine,(experience economy)
1999
2 2 2 2
3 3 3 3 Gilmore and Pine2003
-
218
20005
Verduin McEwen1984
1.(social benefits). 2.(relaxation benefits). 3.
(educational benefits) 4.(psychological benefits) 5. (aesthetic
benefits)Schmitt( 1 999)
::1991
19961.2.3.
4.5.
4
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SWOT
1.
2.
3.
4.
5. SWOTSWOTStrengths
WeaknessesOpportunitiesThreats
SWOT
6.
-
220
3
5 5 5 5
149-41
03-92322090935-187839
1. 2. 3.
2. 8
3. 6.
4.
5.
1. ~~ 2. ()
2. ~~ ()
3. ~ DIY ()
4. ~ ( 6 ~ 9 )
5. ~ ( 6 ~ 9 )
6. ~~ ()
7. ~~ ()
8. ~~ DIY
1. 2. 150
2. 450
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3. 5. 1,250
1.
2.
3.
()
()
1
2
3
4
6 6 6 6
1826
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393
1.
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1. 2.
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2. 100cc
()4. 150
3. DIY6. 50
1.
2.
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()
DIY
()
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()()()
()()SWOT
() 7 7 7 7 47 5 350 600 48 3 393 1,000
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()
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()
9999 1-12 DIY 1-12
-
224
10 10 10 10
60 120 420 150 63,000
20 300 700 100 70,000
()
11111111
DIY
DIY
()
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DIY
DIY
DIY
DIY
DIY
()
13
60 120 420 150 63,000 3 600
20 300 700 100 70,000 3 1,000
-
226
SWOT
SWOT
()S
1. S1
2. S24748
3. S3
4. S4
()W
1. W1
2. W2
3. W3
()O
1. O1
2. O2
3. O3
4. O4
5. O5
6. O6
7. O7
()T
31 97 3
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1. T1
2. T2
3. T3
4. T4
5. T5
()SWOT
11114444 SWOTSWOTSWOTSWOT
S W
1.
2.
3.
4.
5.
1.
2.
3.
O SO WO
1.
2.
3.
4.
5.
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S1O4
S2O1O2O3O4
S2O1
S3O5
S4S5O6
W1O5
W2O5
W2W3O4
T ST WT
1.
2.
3.
S1T4
S4S5T2
S4S5T3
W1W2T1T2
W3T1T2T3
-
228
4.
5.
T5
4C
31 97 3
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()
1.
2.
3.
()
1.
2.
3.
11998178-10
220024121
32003
-
230
42000329-10
52002396
619957631-36
72000pp.25-35
820031
92003
7
101996505-13
112000
324
122000325
131991
