31 97 3

211

-

1

2 3

1 2 3

SWOT

-

212

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

31 97 3

213

1

(2000) ;

113

444823%

402002

-

214

1.

2.

3.

4.

leisure agriculture

( leisure farming )

-1

1991 1995 1996 1996 2000

31 97 3

215

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

31 97 3

217

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

31 97 3

219

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

31 97 3

221

3. 5. 1,250

1.

2.

3.

()

()

1

2

3

4

6 6 6 6

1826

039-225650

393

1.

2.

3. DIY

1. 2.

60

-

222

2. 100cc

()4. 150

3. DIY6. 50

1.

2.

3.

()

DIY

()

()

()()()

()()SWOT

() 7 7 7 7 47 5 350 600 48 3 393 1,000

31 97 3

223

()

8 8 8 8 3 3 60 120 150 3 6 20 300 100

()

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

()

31 97 3

225

12121212

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

227

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.

6.

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

229

()

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