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The Operation Strategies of Grafted Pear Farm-Case Study of Dongshih District in Taichung

By 盧治佑 and Chih-Yu Lu


臺中市東勢區的高接梨栽培面積高居全國之冠,而在台灣加入WTO後,現在又與大陸簽訂EACT,在各項進口水果的衝擊之下,加上高接梨的外銷市場拓展不易,導致於高接梨產銷失衡的問題越趨嚴重。 本研究透過深入訪談法,將所收集到的資料,依據SWOT法分析,探討東勢區高接梨農戶如何經營自身農場,以達到永續經營之目標。 研究結果顯示: 1.目前4家農戶都認為,農場必須轉型朝休閒農場的方向發展,才能永續經營。 2.搭配當地農會的休閒輔導策略做轉型,可藉由農會的各項資源發展,降低投資成本,以利轉型。 3.增加現場採果與直銷的數量,降低中間的運銷成本,增加收入。 4.搭配果樹認養的策略,結合地方與社區,組成一個團隊,提升農家體驗的方式。 5.提升服務性與素質-如接待、導覽、DIY教學等等,增加銷售農產品外的收入。 6.加工產品的開發,增加農產品的附加價值。The planting area of the grafted pear in Taichung Dongshih is topped the highest in the country. But after Taiwan joined the WTO, signed EACT with China and impacted of various imported fruits, the Grafted pear faced increasingly serious problem of imbalance between production and marketing. In this study ,through in-depth interview which based on SWOT analysis by using the collected data, want to investigate the grafted pear farmers in Dongshih how to run their own farms in order to achieve the goal of sustainable management. The results show that: 1.Currently four farmers believe that the farms must be transformed in the direction towards the development of leisure farms in order to sustainable management. 2.To transformed with the local Farmers Association of leisure counseling strategies ,the farmers could through the various resources trying to reduce investment costs. 3.Increased revenue by adding the number of field fruit picking and direct sales and cutting down middle of the marketing costs . 4.Combining local farms and community to form a team, with the strategy of fruit trees adoption to improve the way of farm experience. 5.Improve the quality of service- such as the reception, navigation, DIY teaching, etc., to increase sales of agricultural products additional income. 6.Increasing the added value of agricultural products in development of processed products.第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第三節 研究流程 2 第四節 研究範圍與資料來源 4 第二章 東勢區梨產業背景與現況 5 第一節 高接梨的起源 5 第二節 梨產業現況 5 第三節 高接梨品種、梨穗和運銷通路現況 14 第三章 文獻回顧 22 第一節 深入訪談法 22 第二節 SWOT分析法 28 第三節 收益與附加價值 28 第四章 研究方法 30 第一節 問卷設計與研究分析流程 30 第二節 研究資料分析 32 第五章 結論與建議 39 第一節 結論 39 第二節 建議 40 參考文獻 42 附錄 4

Topics: 高接梨, 深入訪談法, SWOT分析法, Grafted pear, In-depth interview, SWOT analysis
Publisher: 農業企業經營管理碩士在職專班
Year: 2014
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