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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/17775
標題: | 中小型休閒農場經營管理績效之分析-以春園休閒農場為例 The Analysis of Operational Management Performance in a Small-Medium Leisure Farm - The Case of SpringGarden Leisure Farm |
作者: | Shin-Wen Lin 林世文 |
指導教授: | 陳政位 |
關鍵字: | 簡易型休閒農場,綜合型休閒農場,春園休閒農場, Simplified Farm,Multifunctional Farm,SpringGarden Leisure Farm, |
出版年 : | 2015 |
學位: | 碩士 |
摘要: | 近幾年臺灣休閒農場已逐漸形成為旅遊的選項之一,而簡易型休閒農場與綜合型休閒農場因其規模之差異則須面對不同的經營與管理上的挑戰。本研究針對簡易型的春園休閒農場檢視營業項目對年營收入之貢獻,並與簡易型之A農場以及綜合型之B農場進行比較,從而瞭解春園休閒農場之經營現況。農場之市場定位,最後再提出營運策略之建議。研究結果顯示,春園休閒農場與簡易型之A農場在經營項目之特色與定位客源上均明確清楚,相較之下,綜合型之B農場則在上述所提之特色與定位較不明確。其次,在營運策略上的運用,相較於簡易型之A農場及綜合型B農場,春園休閒農場因經營成本考量,工作人力明顯不足,導致顧客滿意度明顯下滑。本研究建議,春園休閒農場在未來之經營策略上應改善農場經營上之質與量、開發獨具特色的體驗活動、增加人力以提升服務品質、以及不定期地開發結合園內蔬果之新菜色以增加餐飲部分之營收。 In recent years, leisure farms have become one of the crucial choices in tourism in Taiwan. However, the two major types of farms, simplified farms and multifunctional farms, due to the limit of sizes of the farms, have faced various challenges of operations and administration. This study is aimed to study the attribution of each commercial item to the annual revenues in SpringGarden Leisure Farm with the comparison of the other two farms which are the simplified farm A and the multifunctional farm B. It is focused on the investigation of current operations and market positioning of the farms. The suggestions of operational strategies for SpringGarden will be provided. The results indicate that SpringGarden and the simplified farm A have explicit commercial items, characteristics and marketing positions, whereas the multifunctional farm doesn’t. On the other hand, on the applications of operational strategies, compared with the other two farms, due to the consideration of budget control, human resource is obviously insufficient which lowers the customers' satisfaction on service quality. Therefore, based on the results mentioned above, the improvement and promotion on the B & B service and operation is an urgent need to SpringGarden Leisure Farm. Besides, to initiate unique experiential activities and create new menu with the fresh seasoning vegetables or fruits on the farm to increase revenue are encouraged to SpringGarden Leisure Farm as well. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/17775 |
全文授權: | 未授權 |
顯示於系所單位: | 農業經濟學系 |
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ntu-104-1.pdf 目前未授權公開取用 | 871.97 kB | Adobe PDF |
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