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題名 家居種植: 泰國曼谷的有機屋頂農業
Bon Baan Farming: Organic Rooftop Farming in Bangkok, Thailand
作者 莊美安
Satitpanaporn, Nichamon
貢獻者 徐愛恩
Stephanie Tsui
莊美安
Satitpanaporn, Nichamon
關鍵詞 Elderly
Organic Farming
Health-conscious
Bangkok
Thailand
日期 2024
上傳時間 5-Aug-2024 13:47:32 (UTC+8)
摘要 當前在泰國曼谷，普遍使用化學農業的做法使有機農產品昂貴且相對難以獲得。然而，這座城市擁有許多未使用的屋頂，其主要是炎熱的氣候為蔬菜栽培提供了理想的條件。這為建立像Bon Baan Farming這樣的有機屋頂農業企業提供了有利的機會。 Bon Baan Farming不僅旨在提供有機農產品，還希望通過提供有機農業產品和教育資源來賦予個人力量。在一個缺乏對有機產品了解且有機標籤真實性常被質疑的市場中，我們的倡議致力於教育消費者了解有機農業做法。 此外，隨著泰國老齡化人口的增加，Bon Baan Farming看到了一個為老年人提供有意義活動的機會，使他們能在家中參與園藝活動。這一倡議不僅促進了身體活動和心理健康，還具有未來創造收入的潛力。 本論文研究了建立Bon Baan Farming的可行性，分析了市場環境，包括潛在競爭者、目標人口和新市場進入的範圍。還探討了財務考量因素，如初期投資、運營費用和定價策略。儘管對適合老年人飲食需求的有機農產品的需求日益增長，但必須仔細考慮以確保長期盈利和可持續性。
In Bangkok, Thailand, the prevalent use of chemical-based farming practices makes organic produce expensive and relatively inaccessible. However, the city boasts numerous unused rooftops, and its predominantly hot climate provides ideal conditions for vegetable cultivation. This presents a promising opportunity for the establishment of organic rooftop businesses like Bon Baan Farming. Bon Baan Farming not only aims to provide organic produce but also seeks to empower individuals by offering organic farming products and educational resources. In a market where there's a lack of understanding about organic products and where the authenticity of organic labeling is often questioned, our initiative strives to educate consumers about organic farming practices. Furthermore, with the rise in the aging population in Thailand, Bon Baan Farming sees an opportunity to provide meaningful activities for the elderly, allowing them to engage in gardening activities at home. This initiative not only promotes physical activity and mental well-being but also holds potential for revenue generation in the future. This thesis investigates the feasibility of establishing Bon Baan Farming, analyzing the market environment, including potential competitors, target demographics, and the scope for new market entrants. Financial considerations, such as initial investments, operational expenses, and pricing strategies, are also explored. While there's a growing demand for organic produce tailored to meet the dietary requirements of elderly individuals, careful consideration must be given to ensure long-term profitability and sustainability.
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Retrieved May 23, 2024, from https://data.go.th/dataset/bmastats (in Thai) Bangkok Rooftop Farming. (n.d.). Facebook. Retrieved June 15, 2024, from https://www.facebook.com/bangkokrooftopfarm/ (in Thai) Bangsai Agricultural Center. (n.d.). Bangsai Agricultural Center. Retrieved June 15, 2024, from https://www.bangsaiagro.com/landing (in Thai) Chantawon. (2023, December 31). Overview of the Bangkok Metropolitan Residential Market in 2023 and Outlook for 2024. Thinkofliving. Retrieved May 23, 2024, from https://thinkofliving.com/ข่าว/สรุปตลาดที่อยู่อาศัยกรุงเทพฯ-ปริมณฑล-2566-และแนวโน้ม-2567-923732/ (in Thai) Commercial Building for Rent in Thonburi. (2024, May 24). Thaihometown. Retrieved June 4, 2024, from https://www.thaihometown.com/buildings/อาคารพาณิชย์ให้เช่า-ธนบุรี-4492689 (in Thai) DOPA-Department of Provincial Administration (Thailand). (2024, April 22). Resident population in Thailand as of March 2024, by age group (in millions) [Graph]. In Statista. Retrieved May 16, 2024, from https://www-statista-com.proxyone.lib.nccu.edu.tw:8443/statistics/1283627/ thailand-resident-population-by-age-group/ Dtmd-Saw. (2024, January 10). Home - NECTEC : National Electronics and Computer Technology Center. NECTEC : National Electronics and Computer Technology Center. Retrieved June 15, 2024, from https://www.nectec.or.th/en/ Eiamvuthikorn, C. (2023, November 2). APAC 2024 outlook: Understanding Thailand’s fast-growing silver generation social media adopters. WARC. Retrieved June 5, 2024, from https://www.warc.com/newsandopinion/opinion/apac-2024-outlook-understanding-thailands-fast-growing-silver-generation-social-media-adopters/en-gb/6419 Employment of Eldely Persons in Thailand in 2022. (2023). In Department of Older Persons (DOP). Retrieved May 23, 2024, from https://www.dop.go.th/download/knowledge/th1688714910-2409_0.pdf (in Thai) End-of-Year Woes: Thai-PAN Finds 58.7% of Fruits and Vegetables Exceed Pesticide Residue Limits - Thai-PAN. (2020, December 4). Thai-PAN. Retrieved May 16, 2024, from https://thaipan.org/highlights/2283 (in Thai) Farmkao. (n.d.). Facebook. Retrieved April 23, 2024, from https://www.facebook.com/farmkao/ Fasaisirinan, B., & Buranond. (2024, February 7). Kaset Fair (งานเกษตรแฟร์) 2024: delicious food stalls, gardening, plants, pets, & more from 2-10 Feb. TheSmartLocal Thailand - Things to Do in Bangkok. Retrieved June 5, 2024, from https://thesmartlocal.co.th/kaset-fair/ Food and Agriculture Organization. (2022). FAOSTAT. Retrieved June 4, 2024, from https://www.fao.org/faostat/en/#search/pesticide Global Organic Trade Guide. (2024, February 8). Organic packaged food and beverages consumption Thailand 2016-2025 with forecasts to 2025 (in million U.S. dollars) [Graph]. In Statista. Retrieved May 16, 2024, from https://www.statista.com/statistics/1245795/thailand-organic-packaged-food-and-beverages-consumption/ Happy Grocers Bangkok. (n.d.). Happy Grocers Bangkok. Retrieved June 15, 2024, from https://happygrocersbkk.com/th (in Thai) Hydrohobby - our One-Stop Shop for Hydroponic Gardening. (n.d.). Thaihydrohobby. Retrieved June 15, 2024, from http://www.thaihydrohobby.com/ (in Thai) Kessuvan, A., & Thongpech, A. (2021). COVID-19 and the New Normal Food Consumption in Thailand. In FFTC Journal of Agricultural Policy: Vol. Vol. 2 (p. 52). Retrieved May 23, 2024, from https://ap.fftc.org.tw/system/files/journal_article/COVID-19%20and%20the%20New%20Normal%20Food%20Consumption%20in%20Thailand_0.pdf Naporn. (2023, February 15). Key Insights from DIGITAL 2023 THAILAND by We Are Social and Meltwater. InsightEra Co., Ltd. Retrieved May 23, 2024, from https://www.insightera.co.th/digital-2023-thailand/ (in Thai) National Statistical Office (Thailand). (2023a, July 12). Number of food product consumers in Thailand in 2021, by food category (in millions) [Graph]. In Statista. Retrieved May 16, 2024, from https://www.statista.com/statistics/1309499/thailand-food-consumption-by-category/ National Statistical Office (Thailand). (2023b, November 10). Share of adults aged 60 years and older Bangkok Thailand 2012-2022 [Graph]. In Statista. Retrieved June 16, 2024, from https://www.statista.com/statistics/1422437/thailand-share-of-elderly-in-bangkok/ NESDC. (2023, August 3). Share of aging population Thailand 2022-2040 [Graph]. In Statista. Retrieved May 3, 2024, from https://www.statista.com/statistics/713667/thailand-forecast-aging-population/ NESDC-National Economic and Social Development Council. (2022). Poverty and Inequity Report, Thailand 2022. Retrieved May 23, 2024, from https://www.nesdc.go.th/ewt_dl_link.php?nid=14557&filename=Social_Poverty (in Thai) NIDA Poll :How Much Do Elderly people Care About Society. (2023, March 26). Nidapoll. Retrieved May 23, 2024, from https://nidapoll.nida.ac.th/survey_detail?survey_id=38 (in Thai) NSO - National Statistical Office of Thailand. (2021). Survey of Older Persons in Thailand. Retrieved May 23, 2024, from https://www.nso.go.th/nsoweb/storage/survey_detail/2023/ 20230731135832_99108.pdf (in Thai) Organic Seed Improvement Center at Maejo University. (n.d.). Facebook. Retrieved May 23, 2024, from https://www.facebook.com/SeedsOrganicMaejo?locale=th_TH (in Thai) Phil. (2024, February 7). How To Prepare Soil For A Garden - 2 Different Ways. Smiling Gardener. Retrieved June 3, 2024, from https://www.smilinggardener.com/organic-soil-management/how-to-prepare-soil-for-a-garden/ Pornpratansombat, P., Bauer, B., & Boland, H. (2011). The adoption of organic rice farming in northeastern thailand. In Journal of Organic Systems (Vol. 6, Issue 3). https://url_to_pdf Prakai. (2021, December 14). Why Silver Shoppers Are More Attractive Than You Think: Unveiling the Reasons Businesses Should Pay Attention. Marketing Oops. Retrieved May 23, 2024, from https://www.marketingoops.com/data/why-is-brand-business-need-more-attention-to-silver-shopper/ (in Thai) Rakuten Insight. (2023a, October 16). Consumers’ willingness to pay for organic food products Thailand 2023 [Graph]. In Statista. Retrieved May 23, 2024, from https://www.statista.com/statistics/1009636/thailand-consumers-willingness-to-pay-for-organic-food/ Rakuten Insight. (2023b, October 16). Main obstacles in purchasing organic food Thailand 2023 [Graph]. In Statista. Retrieved May 23, 2024, from https://www.statista.com/statistics/1009626/thailand-main-obstacles-in-purchasing-organic-food/ Rakuten Insight. (2024, January 31). Adoption of sustainable consumption practices Thailand 2023 [Graph]. In Statista. Retrieved May 23, 2024, from https://www.statista.com/statistics/1321002/thailand-adoption-of-sustainable-consumption-practices/ Report on the Situation of Eldery in Thailand 2022. (2023, October 2). Foundation of Thai Gerontology Research and Development Institute (TGRI). Retrieved May 16, 2024, from https://thaitgri.org/?p=40208#:~:text=ในปี%202565%20ประเทศไทยมี,ละ%2019%20ของประชากรทั้งหมด (in Thai) Sapbamrer, R., Kitro, A., Panumasvivat, J., & Assavanopakun, P. (2023). Important role of the government in reducing pesticide use and risk sustainably in Thailand: Current situation and recommendations. Frontiers in Public Health, 11. https://doi.org/10.3389/fpubh.2023.1141142 Silver Gen: The Forgotten Shoppers. (2021, December 14). The Story Thailand. Retrieved May 23, 2024, from https://www.thestorythailand.com/14/12/2021/49546/ (in Thai) Social Research Institute, Chulalongkorn University. (n.d.). Urban Agriculture /City Farms and Socio-ecological Rehabilitation in Urban Areas. In http://www.cusri.chula.ac.th/. Retrieved May 20, 2024, from http://www.cusri.chula.ac.th/wp-content/uploads/2017/07/สรุปสวนผักคนเมือง-ไทย-A-5_new.pdf SSO-Social Security Office. (n.d.). SSO. Retrieved June 15, 2024, from https://www.sso.go.th/wpr/ SuperCrops - Kitforward. (n.d.). Facebook. Retrieved May 23, 2024, from https://www.facebook.com/supercrops (in Thai) TGRI-Foundation of Thai Gerontology Research and Development Institute. (2021). SITUATION OF THE THAI OLDER PERSONS 2021. In National Older Person for 2021. Retrieved May 23, 2024, from https://www.dop.go.th/download/knowledge/th1663828576-1747_1.pdf Thaihealth. (2023). Retrieved May 23, 2024, from https://www.thaihealth.or.th/เปิดรับโครงการ/ (in Thai) Thailand | Global Organic Trade Guide. (n.d.). Globalorganictrade. Retrieved May 20, 2024, from https://globalorganictrade.com/country/thailand#:~:text=Organic%20products%20in%20Thailand%20represent,base%20of%20high%2Dincome%20consumers. Thailand - Customs Care Center. (2016, December 9). Customs Care Center. Retrieved May 6, 2024, from https://ccc.customs.go.th/cont_strc_simple_with_date.php?lang=th&top_menu= menu_homepage&ini_menu=import_procedure&left_menu=import_procedure_161208_07¤t_id=14232932404f505f4a (in Thai) Thailand - Sustainable Agriculture Federation. (n.d.). Facebook. Retrieved June 15, 2024, from https://www.facebook.com/SDGsPGS/?locale=th_TH (in Thai) Thailand Organic Food Market (2024-2030) | Trends, Outlook & Forecast. (2024, January). 6Wresearch. Retrieved May 23, 2024, from https://www.6wresearch.com/industry-report/thailand-organic-food-market-outlook Thai-PAN: Over Half of Fruits and Vegetables Contain Herbicide Residues Exceeding Standards. (2017, November 24). Thai-PAN. Retrieved May 23, 2024, from https://thaipan.org/action/513 (in Thai) Thairath. (2023, January 6). Contaminated Produce Crisis: Calls to Eliminate Pesticide Use by 2030. www.thairath.co.th. Retrieved May 23, 2024, from https://www.thairath.co.th/news/local/2595926 (in Thai) The Department of City Planning (BMA). (2021). Population Study Report of Bangkok, 2021. In https://webportal.bangkok.go.th/. Retrieved May 23, 2024, from https://webportal.bangkok.go.th/public/user_files_editor/354/aboutcpud/study%20report/2565/2.พ.ค.65-ก.ย%2065/3.ประชากรกรุงเทพมหานคร%20ปี%20พ.ศ.%202564.pdf (in Thai) Tid Din Organic Farm. (n.d.). Facebook. Retrieved May 23, 2024, from https://www.facebook.com/p/ฟาร์มติดดิน-Tid-Din-Organic-Farm-100043690466950 (in Thai) United Nations. (n.d.). THE 17 GOALS | Sustainable Development. Retrieved May 3, 2024, from https://sdgs.un.org/goals Urban Farming Market report overview. (2024, June 3). Businessresearchinsights. Retrieved June 15, 2024, from https://www.businessresearchinsights.com/market-reports/urban-farming-market-102796#:~:text=Urban%20Farming%20Market%20Report%20Overview&text=The%20global%20urban%20farming%20market,7.82%25%20during%20the%20forecast%20period. Wancharoen, S. (2022, April 4). Urban farming becoming key to food security. https://www.bangkokpost.com. Retrieved May 23, 2024, from https://www.bangkokpost.com/thailand/general/2289682/urban-farming-becoming-key-to-food-security WHO. (2022, September 15). Pesticide residues in food. Retrieved May 6, 2024, from https://www.who.int/news-room/fact-sheets/detail/pesticide-residues-in-food World Bank Group. (2022). Agriculture, forestry, and fishing, value added (% of GDP) - Thailand. World Bank Open Data. Retrieved May 16, 2024, from https://data.worldbank.org/indicator/NV.AGR.TOTL.ZS?locations=TH Yves, C. (2021). Bangkok City Farm Program: promoting urban agriculture through networks. In Food and Agriculture Organization.
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
111933043
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111933043
資料類型 thesis
dc.contributor.advisor 徐愛恩zh_TW
dc.contributor.advisor Stephanie Tsuien_US
dc.contributor.author (Authors) 莊美安zh_TW
dc.contributor.author (Authors) Satitpanaporn, Nichamonen_US
dc.creator (作者) 莊美安zh_TW
dc.creator (作者) Satitpanaporn, Nichamonen_US
dc.date (日期) 2024en_US
dc.date.accessioned 5-Aug-2024 13:47:32 (UTC+8)-
dc.date.available 5-Aug-2024 13:47:32 (UTC+8)-
dc.date.issued (上傳時間) 5-Aug-2024 13:47:32 (UTC+8)-
dc.identifier (Other Identifiers) G0111933043en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152753-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 111933043zh_TW
dc.description.abstract (摘要) 當前在泰國曼谷，普遍使用化學農業的做法使有機農產品昂貴且相對難以獲得。然而，這座城市擁有許多未使用的屋頂，其主要是炎熱的氣候為蔬菜栽培提供了理想的條件。這為建立像Bon Baan Farming這樣的有機屋頂農業企業提供了有利的機會。 Bon Baan Farming不僅旨在提供有機農產品，還希望通過提供有機農業產品和教育資源來賦予個人力量。在一個缺乏對有機產品了解且有機標籤真實性常被質疑的市場中，我們的倡議致力於教育消費者了解有機農業做法。 此外，隨著泰國老齡化人口的增加，Bon Baan Farming看到了一個為老年人提供有意義活動的機會，使他們能在家中參與園藝活動。這一倡議不僅促進了身體活動和心理健康，還具有未來創造收入的潛力。 本論文研究了建立Bon Baan Farming的可行性，分析了市場環境，包括潛在競爭者、目標人口和新市場進入的範圍。還探討了財務考量因素，如初期投資、運營費用和定價策略。儘管對適合老年人飲食需求的有機農產品的需求日益增長，但必須仔細考慮以確保長期盈利和可持續性。zh_TW
dc.description.abstract (摘要) In Bangkok, Thailand, the prevalent use of chemical-based farming practices makes organic produce expensive and relatively inaccessible. However, the city boasts numerous unused rooftops, and its predominantly hot climate provides ideal conditions for vegetable cultivation. This presents a promising opportunity for the establishment of organic rooftop businesses like Bon Baan Farming. Bon Baan Farming not only aims to provide organic produce but also seeks to empower individuals by offering organic farming products and educational resources. In a market where there's a lack of understanding about organic products and where the authenticity of organic labeling is often questioned, our initiative strives to educate consumers about organic farming practices. Furthermore, with the rise in the aging population in Thailand, Bon Baan Farming sees an opportunity to provide meaningful activities for the elderly, allowing them to engage in gardening activities at home. This initiative not only promotes physical activity and mental well-being but also holds potential for revenue generation in the future. This thesis investigates the feasibility of establishing Bon Baan Farming, analyzing the market environment, including potential competitors, target demographics, and the scope for new market entrants. Financial considerations, such as initial investments, operational expenses, and pricing strategies, are also explored. While there's a growing demand for organic produce tailored to meet the dietary requirements of elderly individuals, careful consideration must be given to ensure long-term profitability and sustainability.en_US
dc.description.tableofcontents 1. Executive Summary 1 2. Introduction and Company Background 3 2.1. Company Overview 3 2.1.1. Name and Logo of the Business 3 2.1.2. Mission 3 2.1.3. Vision 4 2.1.4. Goal of the Business 4 2.2. Key to Success 5 2.2.1. Empowering Aging Population and Promoting Health 5 2.2.2. Promoting Nutritious and Flavorful Harvests 6 2.2.3. Promoting Food Security, Health, and Economic Empowerment 7 2.2.4. Embracing Adaptability 7 2.3. Product Overview 8 2.3.1. Rooftop Kits 8 2.3.2. Advanced Watering Systems 9 2.3.3. Workshop and Training Services 9 2.3.4. Organic Seeds 10 2.3.5. Soil and Bio-Extracts 10 2.4. Business Model Canvas 11 2.4.1. Customer Segments 11 2.4.2. Value Propositions 13 2.4.3. Channels 13 2.4.4. Customer Relationships 14 2.4.5. Key Partners 15 2.4.6. Key Activities 16 2.4.7. Key Resources 17 2.4.8. Cost Structure 18 2.4.9. Revenue Streams 18 3. Industry Analysis 20 3.1. Industry Situation 20 3.1.1. The Agriculture Industry in Thailand 20 3.1.2. Home Farming Trends in Thailand 22 3.2. Porter’s Five Forces 23 3.2.1. Bargaining Power of Suppliers 23 3.2.2. Bargaining Power of Customers 23 3.2.3. Threats of New Entrants 24 3.2.4. Threats of Substitutes 24 3.2.5. Competitive Rivalry 24 4. Market Analysis 25 4.1. Market Situation 25 4.1.1. Economic Overview of Thailand 25 4.1.2. Aging Population and Urban Agriculture 25 4.1.3. Housing Statistics in Bangkok 26 4.1.4. Trends in Home Organic Planting and Urban Agriculture 26 4.2. Market Research 27 4.2.1. Research Objectives 27 4.2.2. The Scope of Research 27 4.2.3. Research Result 28 4.3. SWOT Analysis 31 4.3.1. Strengths 31 4.3.2. Weaknesses 31 4.3.3. Opportunities 32 4.3.4. Threats 32 4.4. Competitive Analysis 33 4.4.1. Competitor Profiles: 33 4.4.2. Competitive Comparison 35 5. Marketing Plan 36 5.1. STP Model 36 5.1.1. Segmentation 36 5.1.2. Targeting 38 5.1.3. Positioning 42 5.2. Marketing Mix Strategies 42 5.2.1. Product 42 5.2.2. Price 44 5.2.3. Place 46 5.2.4. Promotion 49 6. Operational Plan 51 6.1. Partnerships and Collaborations 51 6.2. Production 54 6.2.1. Production Plan and Initial Development: 54 6.2.2. Customer Engagement Phases 54 6.3. Inventory Management 55 7. Management Team 57 7.1. Organizational Structure 57 7.2. Roles and Responsibilities 57 7.2.1. Founder (CEO, Financial & Accounting, Sales & Marketing) 58 7.2.2. Operation Manager 58 7.2.3. Administrative 59 7.2.4. Temporary Staff 59 7.3. Compensation and Benefit 59 8. Financial Analysis 61 8.1. Assumptions 61 8.1.1. Capital Investment 62 8.1.2. Revenue 63 8.1.3. Cost of Goods Sold 64 8.1.4. Operating Expenses 66 8.1.5. Selling, General & Administrative Expense (SG&A) 67 8.2. Forecasted Income Statement 68 9. Future Plan 70 Reference 71 Appendix 77zh_TW
dc.format.extent 5814634 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111933043en_US
dc.subject (關鍵詞) Elderlyen_US
dc.subject (關鍵詞) Organic Farmingen_US
dc.subject (關鍵詞) Health-consciousen_US
dc.subject (關鍵詞) Bangkoken_US
dc.subject (關鍵詞) Thailanden_US
dc.title (題名) 家居種植: 泰國曼谷的有機屋頂農業zh_TW
dc.title (題名) Bon Baan Farming: Organic Rooftop Farming in Bangkok, Thailanden_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Awale, S. K. (2023). Organic Foods in Thailand: The Study of Attitude, Perception, and Purchasing Intention Among Generation-Z. Journal of Economics, Finance and Management Studies, 06(09). https://doi.org/10.47191/jefms/v6-i9-22 Baanlaesuan Fair - Select. (2024, February 8). Baanlaesuan. Retrieved May 23, 2024, from https://www.baanlaesuan.com/fair (in Thai) Bangkok Biz News. (2022, August 22). Understanding “Fully Aged Society” and Highlighting the Districts with the Highest Concentration of Elderly People. Bangkokbiznews. Retrieved May 23, 2024, from https://www.bangkokbiznews.com/social/1022359#google_vignette (in Thai) Bangkok Biz News. (2024, January 20). Change in eating behavior among consumers Thailand 2023 [Graph]. In Statista. Retrieved May 23, 2024, from https://www.statista.com/statistics/1244750/thailand-change-in-eating-habits-among-consumers/ Bangkok Metropolitan Statistics (Social Aspect) - Population Category. (2021, March 13). 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