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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095355033 |
| Creators | 劉富森 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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