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題名 休閒農場網路行銷之應用與研究
作者 劉富森
貢獻者 黃思明
劉富森
關鍵詞 休閒農業
休閒農場
網路行銷
Leisure farm
e-marketing
internet marketing
日期 2007
上傳時間 11-Sep-2009 16:50:41 (UTC+8)
摘要 本研究之目的為瞭解休閒農場應用網路行銷的狀況,及其策略類型,並且分析背後影響因素與可能的問題或困難,提出建議,期望有所貢獻。
      所謂休閒農場就是結合一般觀光遊憩活動、農業活動、地方生態、地方人文資源、以及自然景觀,提供大眾農業與自然生態之體驗,並且滿足大眾休閒遊憩需求的「休閒農業經營場所」,只要符合上述定義之農場,便是本研究的研究對象。
      本研究之研究個案為飛牛牧場與薰衣草森林,透過個案分析針對下列研究問題研究:本研究的研究問題為休閒農場網路行銷的策略類型屬於哪一類?哪些因素會影響休閒農場應用網路行銷?及其現階段遇到問題為何?
      在研究問題一方面,飛牛牧場應用網路行銷類型隨著時間演進,跟著改變,共有三次轉變,分別是裝飾性網站策略(2001~2004)、資訊性網站策略(2004~2007)、由資訊性網站策略轉型至關係性網站策略(2007~迄今);薰衣草森林則是一開始便走向關係性網站策略類型。
      在研究問題二方面,本研究歸納出六項影響變數:品牌形象、高階主管重視網路行銷的程度、負責主管對網路行銷的瞭解程度、組織對網路行銷的瞭解程度、外部合作夥伴、顧客需求。
      在研究問題三方面,飛牛牧場與薰衣草森林目前各自有不同的困難;飛牛牧飛牛牧場問題的癥結點在於負責主管和組織對網路行銷的瞭解程度不足,而薰衣草森林問題的癥結點則在於創意不足。本研究最後並針對飛牛牧場與薰衣草森林應用網路行銷缺失之處,提出建議與可能的改進之道。
The purpose of this study is to draw the pictures of E-Marketing of leisure farms in Taiwan, to understand what kind of strategy of E-Marketing leisure farms are applying, and then to discern the variables which affect leisure farms on E-Marketing. Finally this study makes some suggestions for the problems leisure farms encounter.
      In this article, a leisure farm is defined as a place to provide people the experiences of agriculture and local ecology as well as to meet the needs of leisure with tourism, agriculture, local ecology, natural landscape, and local culture.
      Based on the analysis of the two cases: FlyingCow Ranch and Lavender Cottage, this study addresses the following questions:
     1. What kind of strategy of E-Marketing the leisure farms apply?
     2. Which variables influence the leisure farms on E-Marketing?
     3. Currently what are the problems the leisure farms have?
     In question 1, FlyingCow Ranch transforms its way of E-Marketing three times
     as time goes on, respectively, The Ornamental Web Presence (2001~2004), The Information Web Presence (2004~2007, and The Relational Web Presence (2007~present). In the beginning, Lavender Cottage starts from the strategy of The Relational Web Presence.
      In question 2, there are six variables. They are Brand Image, Commitment of top executives, Degree of knowledge about E-Marketing of E-Marketing officer, Degree of knowledge about E-Marketing of organization, E-Marketing Partners, and Customers" needs.
      In question 3, the main problem FlyingCow Ranch has lies in that both the officer and organization lack the knowledge about E-Marketing. And, the main problem Lavender Cottage faces relates to creativity. In the end of this article, this study also makes some advices to address the defects of the E-Marketing of FlyingCow Ranch and Lavender Cottage.
參考文獻 中文部分
方珍玲、陳芳萍(2003),「休閒農場消費者網路功能需求與網路行銷因素分析」,企業管理學報,第58期,頁 29-54。
行政院農業委員會編(2004),「休閒農業場家全面性調查計畫執行報告」,行政院農業委員會。
行政院農業委員會編(2006a),「休閒農場申設工作Q&A 彙編手冊」,行政院農業委員會。
行政院農業委員會編(2006b),「休閒農場經營計畫審查作業要點」,行政院農業委員會。
行政院農業委員會編(2006c),「休閒農業輔導管理辦法」,行政院農業委員會。
李貽鴻(1995),「觀光行銷學」,五南圖書。
吳秋亭(2004),「休閒農場透過行銷聯盟進行顧客關係管理之硏究」,國立屏東科技大學農企業管理硏究所,碩士論文。
林梓聯(1991),「發展休閒農業的做法」,休閒農業經營管理手冊,行政院農業委員會。
尚榮安譯(2001),「個案研究法」,弘智文化事業有限公司;原著:Robert K. Yin(1994),“Case Study Research: Design and Methods.”
邱湧忠(2002),「休閒農業經營學」,第二版,茂昌圖書有限公司。
侯嘉政、吳明哲(2006),「休閒農場經營策略與競爭優勢分析-以飛牛牧場為例」,
產業管理評論,第1卷,第1期,頁71~80。
陳佩君(2003),「休閒農業應用網際網路行銷績效之研究」,國立屏東科技大學農企業管理硏究所,碩士論文。
陳昭郎(1996),「休閒農業的發展方向」,大自然季刊,頁5-13。
陳墀吉、李奇樺(2005),「休閒農業經營管理」,威仕曼文化事業股份有限公司。
郭原定(2007),「兩個女生的紫色夢想」,台北:聯經出版事業有限公司。
張紫菁(1998),「行銷組合策略在休閒農場經營上之應用 : 以頭城休閒農場為例」,國立政治大學地政硏究所,碩士論文。
鄭健雄(1998a),「台灣休閒農場企業化經營策略之研究」,國立台灣大學農業推廣學研究所,博士論文。
鄭健雄(1998b),「從服務業觀點論休閒農業的行銷概念」,農業經營管理,第四期,頁127~148。
鄭健雄(2001),「農業旅遊行銷通路與策略聯盟之研究」,農民組織學刊,第三期,頁89~116。
鄭健雄 (2006),「休閒農業管理:企業經營觀點」,雙葉書廊有限公司。
英文部分
Chaffey, D., Mayer, R., Jhnston, K. and Ellis-Chadwick, F. (2000),“Internet Marketing: Strategy, implementation and practice,” Financial Times/Prentice Hall. Harlow, Essex, UK.
Cronin, M. J. (1997), “Banking and Finance on the Internet,”Wiley, John & Sons Incorporated, Hoboken.
Cross, R. & S. Janet (1995),“ Internet Marketing That Works for Consumers(PartI).,”Directing Marketing, Vol. 58, pg.22-23.
Dave Chaffey (2000), “Achieving Internet Marketing Success.,”The Marketing Review, 1, pg.35-59.
David W. Stewart and Qin Zhao (2000), “ Internet marketing, business models, and public policy.,”Journal of Public Policy & Marketing, 19(2), pg.287-296.
Judy Strauss and Raymond Frost (2000), “ E-Marketing,”2nd Ed., Prentice Hall.
Kirsner S. (1999), “The dirty dozen: content that keeps visitors from coming back,”CIO. Framingham: Sep 1, Vol. 12, Iss. 22; pg.22-24.
Kirthi Kalyanam and Shelby McIntyre (2002),“ The e-marketing mix: A contribution of the e-tailing wars.,”Academy of Marketing Science Journal, 30(4), pg.487-499.
Krauss, M. (1998),“ How the web is changing the customers,”Marketing News, Vol. 32, Iss.10, pg.10.
Lynch John G. and Dan Ariely (2000), “Wine Online: Search Costs and Competition on Price, Quality, and Distribution.,”Marketing Science, 19(1),pg. 83-182.
Mohammed, Rafi A., Robert J. Fisher, Bernard J. Jaworsji, and Gordon J. Paddison (2003), “Internet Marketing: Building Advantage in a Networked Economy,”2nd Ed., New York: MaGraw-Hill.
Parasuraman, A. and Zinkhan, G.M. (2002), “Marketing to and Serving Customers Through the Internet: An Overview and Research Agenda,” Journal of the Academy of Marketing Science, 30(4), pg. 286-295.
Susi Geiger and Shane Martin (1999), “ The Internet as a relationship marketing tool-some evidence from Irish companies,”Irish Marketing Review, 12 (2), pg.24-36.
Xavier Drèze and Francois-Xavier Hussherr (2003),“ Internet Advertising: Is Anybody Watching?,”Journal of Interactive Marketing, 17(4), pg.8-23.
網站部分
Yahoo奇摩生活+:http://tw.lifestyle.yahoo.com/
大台灣旅遊網:http://www.travel-web.com.tw/
行政院農業委員會:http://www.coa.gov.tw
台灣旅遊生活網:http://gofuntaiwan.net
台灣休閒農業發展協會:http://www.taiwan-farming.org.tw/
休閒漁業網:http://www.fa.gov.tw/recfsh/findex.php
休閒農業旅遊網:http://www.taiwan-farming.org.tw/FarmingDevelopmentwebsite/index.asp
飛牛牧場:http://www.flyingcowranch.com.tw/
飛牛小舖:http://www.flyingcow.com.tw/hotel/shop/
飛牛生活館:http://sh2.yahoo.edyna.com/salesflyingcow/index.asp?cb_name=sh2.yahoo.edyna.com
農場達人:http://www.liontravel.com/Comm/traveler/theme/2007farm/index.asp
農業易遊網:http://ezfun.coa.gov.tw/
薰衣草森林:http://www.lavendercottage.com.tw
森林GO購:http://www.lavendercottage.com.tw/gogostore/goshop.htm
描述 碩士
國立政治大學
企業管理研究所
95355033
96
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095355033
資料類型 thesis
dc.contributor.advisor 黃思明zh_TW
dc.contributor.author (Authors) 劉富森zh_TW
dc.creator (作者) 劉富森zh_TW
dc.date (日期) 2007en_US
dc.date.accessioned 11-Sep-2009 16:50:41 (UTC+8)-
dc.date.available 11-Sep-2009 16:50:41 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 16:50:41 (UTC+8)-
dc.identifier (Other Identifiers) G0095355033en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29909-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 95355033zh_TW
dc.description (描述) 96zh_TW
dc.description.abstract (摘要) 本研究之目的為瞭解休閒農場應用網路行銷的狀況,及其策略類型,並且分析背後影響因素與可能的問題或困難,提出建議,期望有所貢獻。
      所謂休閒農場就是結合一般觀光遊憩活動、農業活動、地方生態、地方人文資源、以及自然景觀,提供大眾農業與自然生態之體驗,並且滿足大眾休閒遊憩需求的「休閒農業經營場所」,只要符合上述定義之農場,便是本研究的研究對象。
      本研究之研究個案為飛牛牧場與薰衣草森林,透過個案分析針對下列研究問題研究:本研究的研究問題為休閒農場網路行銷的策略類型屬於哪一類?哪些因素會影響休閒農場應用網路行銷?及其現階段遇到問題為何?
      在研究問題一方面,飛牛牧場應用網路行銷類型隨著時間演進,跟著改變,共有三次轉變,分別是裝飾性網站策略(2001~2004)、資訊性網站策略(2004~2007)、由資訊性網站策略轉型至關係性網站策略(2007~迄今);薰衣草森林則是一開始便走向關係性網站策略類型。
      在研究問題二方面,本研究歸納出六項影響變數:品牌形象、高階主管重視網路行銷的程度、負責主管對網路行銷的瞭解程度、組織對網路行銷的瞭解程度、外部合作夥伴、顧客需求。
      在研究問題三方面,飛牛牧場與薰衣草森林目前各自有不同的困難;飛牛牧飛牛牧場問題的癥結點在於負責主管和組織對網路行銷的瞭解程度不足,而薰衣草森林問題的癥結點則在於創意不足。本研究最後並針對飛牛牧場與薰衣草森林應用網路行銷缺失之處,提出建議與可能的改進之道。
zh_TW
dc.description.abstract (摘要) The purpose of this study is to draw the pictures of E-Marketing of leisure farms in Taiwan, to understand what kind of strategy of E-Marketing leisure farms are applying, and then to discern the variables which affect leisure farms on E-Marketing. Finally this study makes some suggestions for the problems leisure farms encounter.
      In this article, a leisure farm is defined as a place to provide people the experiences of agriculture and local ecology as well as to meet the needs of leisure with tourism, agriculture, local ecology, natural landscape, and local culture.
      Based on the analysis of the two cases: FlyingCow Ranch and Lavender Cottage, this study addresses the following questions:
     1. What kind of strategy of E-Marketing the leisure farms apply?
     2. Which variables influence the leisure farms on E-Marketing?
     3. Currently what are the problems the leisure farms have?
     In question 1, FlyingCow Ranch transforms its way of E-Marketing three times
     as time goes on, respectively, The Ornamental Web Presence (2001~2004), The Information Web Presence (2004~2007, and The Relational Web Presence (2007~present). In the beginning, Lavender Cottage starts from the strategy of The Relational Web Presence.
      In question 2, there are six variables. They are Brand Image, Commitment of top executives, Degree of knowledge about E-Marketing of E-Marketing officer, Degree of knowledge about E-Marketing of organization, E-Marketing Partners, and Customers" needs.
      In question 3, the main problem FlyingCow Ranch has lies in that both the officer and organization lack the knowledge about E-Marketing. And, the main problem Lavender Cottage faces relates to creativity. In the end of this article, this study also makes some advices to address the defects of the E-Marketing of FlyingCow Ranch and Lavender Cottage.
en_US
dc.description.tableofcontents 第一章 緒論 7
      第一節 研究動機 7
      第二節 研究目的 9
     第二章 文獻探討 10
      第一節 網路行銷 10
      第二節 休閒農場 16
     第三章 研究方法 29
      第一節 研究方法選擇 29
      第二節 研究問題 30
      第三節 個案選擇與資料蒐集 30
      第四節 研究限制 33
     第四章 個案描述與分析 35
      第一節 個案描述 35
      第二節 個案分析 62
     第五章 結論與建議 76
      第一節 研究結論 76
      第二節 研究建議 79
     參考文獻 84
     附錄 88
     附表 95
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095355033en_US
dc.subject (關鍵詞) 休閒農業zh_TW
dc.subject (關鍵詞) 休閒農場zh_TW
dc.subject (關鍵詞) 網路行銷zh_TW
dc.subject (關鍵詞) Leisure farmen_US
dc.subject (關鍵詞) e-marketingen_US
dc.subject (關鍵詞) internet marketingen_US
dc.title (題名) 休閒農場網路行銷之應用與研究zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分zh_TW
dc.relation.reference (參考文獻) 方珍玲、陳芳萍(2003),「休閒農場消費者網路功能需求與網路行銷因素分析」,企業管理學報,第58期,頁 29-54。zh_TW
dc.relation.reference (參考文獻) 行政院農業委員會編(2004),「休閒農業場家全面性調查計畫執行報告」,行政院農業委員會。zh_TW
dc.relation.reference (參考文獻) 行政院農業委員會編(2006a),「休閒農場申設工作Q&A 彙編手冊」,行政院農業委員會。zh_TW
dc.relation.reference (參考文獻) 行政院農業委員會編(2006b),「休閒農場經營計畫審查作業要點」,行政院農業委員會。zh_TW
dc.relation.reference (參考文獻) 行政院農業委員會編(2006c),「休閒農業輔導管理辦法」,行政院農業委員會。zh_TW
dc.relation.reference (參考文獻) 李貽鴻(1995),「觀光行銷學」,五南圖書。zh_TW
dc.relation.reference (參考文獻) 吳秋亭(2004),「休閒農場透過行銷聯盟進行顧客關係管理之硏究」,國立屏東科技大學農企業管理硏究所,碩士論文。zh_TW
dc.relation.reference (參考文獻) 林梓聯(1991),「發展休閒農業的做法」,休閒農業經營管理手冊,行政院農業委員會。zh_TW
dc.relation.reference (參考文獻) 尚榮安譯(2001),「個案研究法」,弘智文化事業有限公司;原著:Robert K. Yin(1994),“Case Study Research: Design and Methods.”zh_TW
dc.relation.reference (參考文獻) 邱湧忠(2002),「休閒農業經營學」,第二版,茂昌圖書有限公司。zh_TW
dc.relation.reference (參考文獻) 侯嘉政、吳明哲(2006),「休閒農場經營策略與競爭優勢分析-以飛牛牧場為例」,zh_TW
dc.relation.reference (參考文獻) 產業管理評論,第1卷,第1期,頁71~80。zh_TW
dc.relation.reference (參考文獻) 陳佩君(2003),「休閒農業應用網際網路行銷績效之研究」,國立屏東科技大學農企業管理硏究所,碩士論文。zh_TW
dc.relation.reference (參考文獻) 陳昭郎(1996),「休閒農業的發展方向」,大自然季刊,頁5-13。zh_TW
dc.relation.reference (參考文獻) 陳墀吉、李奇樺(2005),「休閒農業經營管理」,威仕曼文化事業股份有限公司。zh_TW
dc.relation.reference (參考文獻) 郭原定(2007),「兩個女生的紫色夢想」,台北:聯經出版事業有限公司。zh_TW
dc.relation.reference (參考文獻) 張紫菁(1998),「行銷組合策略在休閒農場經營上之應用 : 以頭城休閒農場為例」,國立政治大學地政硏究所,碩士論文。zh_TW
dc.relation.reference (參考文獻) 鄭健雄(1998a),「台灣休閒農場企業化經營策略之研究」,國立台灣大學農業推廣學研究所,博士論文。zh_TW
dc.relation.reference (參考文獻) 鄭健雄(1998b),「從服務業觀點論休閒農業的行銷概念」,農業經營管理,第四期,頁127~148。zh_TW
dc.relation.reference (參考文獻) 鄭健雄(2001),「農業旅遊行銷通路與策略聯盟之研究」,農民組織學刊,第三期,頁89~116。zh_TW
dc.relation.reference (參考文獻) 鄭健雄 (2006),「休閒農業管理:企業經營觀點」,雙葉書廊有限公司。zh_TW
dc.relation.reference (參考文獻) 英文部分zh_TW
dc.relation.reference (參考文獻) Chaffey, D., Mayer, R., Jhnston, K. and Ellis-Chadwick, F. (2000),“Internet Marketing: Strategy, implementation and practice,” Financial Times/Prentice Hall. Harlow, Essex, UK.zh_TW
dc.relation.reference (參考文獻) Cronin, M. J. (1997), “Banking and Finance on the Internet,”Wiley, John & Sons Incorporated, Hoboken.zh_TW
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