我國農業型觀光工廠之個案研究

Abstract

產業為因應經營環境的變化趨勢，都會採取嚴謹而深刻的策略性變革作為， 以建構新的經營優勢，並開拓未來生存發展的空間。如余順豐花生觀光工廠原屬 於地方型傳統農產加工廠，一直以台灣生產花生作為原料而成為特色。但是面對 自由化、老齡化等結構性問題，導致獲利下降的情況，轉型為觀光工廠並且建立 品牌，然而面對自由經濟示範區，仍必須思索更多發展策略。本研究針對余順豐 花生觀光工廠，分析其發展歷程以及歸納轉型成關鍵因素與核心競爭策略。研究 結果發現，個案主要以觀光工廠為核心價值，包括創立品牌、導入在地文化進而 使客戶認同，衍生出消費者對產品製成公開化的滿足心、了解地方特色和產業獨 特性、更體驗休閒樂趣，進而提昇整體工廠價值，展現文化創新和產業知識昇華 的一面。但目前仍面臨；加強觀光工廠特色，吸引消費者，產品認同感等問題。 根據管理學等相關理論以及參考日本經驗，提出發展建議如下，期提供其他業者 之參酌： 一、透過產學合作開發花生成健康保健食品。 二、從「產品面」、「品牌面」、「社區資源鏈結」等三大面向，將品牌與地方在地 文化特色資源進行結合，以進行全面整合行銷。 三、因應外來衝擊和提昇長期競爭力：落花生的品種保護、優良品質的建立、本 產花生跟進口花生的區別、教育消費者對產品認知不同、處理商品流程方式差 異化、強化加工技術讓商品更加豐富性。

This Study takes Yu Shuen-Feng Peanut Factory as an example, which it is a local peanuts processing factory, to illustrate the transformation of agricultural firms. This paper analyzes the development process of Yu Shuen-Feng Peanut Factory, and summarizes its key factors and core competition strategies in the transformation. The results showed that its core value is the tourism factory, and it has enhanced the value of the factory by brand building, introducing local culture to customers, satisfying customers’ curiosity through visiting the manufacturing process, and offering customers an interesting leisure activity. It is shown that the studied case is successful in transition strategies by incorporating cultural innovation and knowledge sublimation. However, there are needs to improve, including strengthening the characteristics of tourism factory, attracting more consumers, and enhancing product identification, due to deregulation between two sides of Taiwan Strait. According to relevant management theories and the Japanese experience, the following suggestions are proposed : 1. Develop peanut health food through industry-academia cooperation. 2. Combine the brand with the local cultural characteristic resources from the aspects of “product”, “brand” and “linkage among community resources”, so as to achieve integrated marketing. 3. In response to the market competition and improve the long-term competitiveness: protect the peanut breed, establish high quality, distinguish the difference of local peanuts and imported peanuts, educate consumers to differentiate the products, differentiate the product processing process, and strengthen the processing technology to enrich the products.