Analysis of Agricultural Leisure Industry Strategies: Take the Agricultural Leisure of Chiayi County as the Example
| Autor: | Chen Hanzhou, 陳漢洲 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 This study is based on the agricultural leisure of Chiayi County as the research case. Initially, the field investigation method was used to conduct the in-depth interviews to understand the behaviors, satisfaction, loyalty, and basic data of tourist leisure in the area of Chiayi County. Then, the in-depth interview method was adopted to interview the relevant units and industrial operators to understand the management strategies of products, sale channels, promotions, personnel and others in the various kinds of marketing combinations. Based on the Superiority, Weakness, Opportunity, and Thread of the SWOT, and through the outcomes of external analysis and internal analysis, the management strategic analysis of agricultural leisure industry in the Chiayi County was studied and formulated. Because the effects of various environmental factors of land limit, agricultural resources, population aging, and others in the Chiayi County are existed, its agriculture is facing with the crisis limit of critical cultivation population. Under the tendency of facing with two-day weekend in the recent years, the city people are tired with the hustle and noisy livings, and they wish to have a silent place to enjoy their leisure, clean their minds and spirits, and then make re-starting again. This study is to utilize the current social situation and provide the recommendations to solve the problem of rural population aging in the Chiayi County, and expects to activate the rural area of Chiayi County in order to make a transformation of agricultural industry. Through the strategical alliances between industries, it creates an alternatively new style of agricultural fortune. It enables the agriculture to have its upgrading and adopts the enterprising management which may create and provide the gorgeously wealthy living conditions to the agricultural people. And, it will allow the people who are interesting with creating the second career life and can refer to those successful experience modes. The purpose of this study is to investigate the pursuing way of how it can be combined with the natural agriculture resources in the 3 activating environments of production, living, and ecology. As taken the example of agricultural leisure in Chiayi County, it utilized the innovative theory and broken windows theory and focused on the managements of productions and sales marketing, strategic planning, as well as the promotion modes of enterprises and organizations, and then analyzed about how the agricultural leisure of Chiayi County can create its competition superiority. This study is adopted with the in-depth interview method and made the in-depth interviews with the relevant units of Chiayi County Government, local farmer associations, agricultural leisure operators, and undertaking personnel. It enables this study can provide some recommendations and it should have a combination of theories and practices, in order to increase the value of this study. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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