| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 93 === Title of Thesis : Hua -Lien country leisure agriculture market segmentation ,marketing strategy : Consumers benefit-pursuing perspectives
Number of page:132
Graduate School and University : Graduate School of Business Administration , National Dong Hwa University
Category of Abstract and Guate Time: Thesis of Master Degree , The third semester, and 2004 Academic Year
Name of Student: Huang , Fung-min
Adviser : Dr. Tsai, Yuh-Yuan
Abstract
Due to the impact of the government’s response to the entry of WTO, the management of the Agriculture business and affairs are encouraged and accelerated to be in multiple aspects, among which the “leisure agriculture” is an important one of the developmental directions the situation of the city modernization in the west side of Taiwan is very serious in recent years due to the rapid development of the Industry; besides that, the intentional destruction of the resources causes the almost complete disappearance of the characteristic scenes in this area. Because the eastern area still keeps its elegant and original outlook of the ecological state of the Nature, it has become the most important site for tourists to go sight-seeing and have a vacation. Based on the questionnaire about the status of countrymen’s travel interests conducted by the “Travel and Tourist Bureau” in 2003, it was shown that the eastern side of Taiwan is the place where people would like to travel to the most in the country. And in a market environment with keen competitions, people who work in “Leisure business” and want to be prominent in this business need to emphasize the characteristics and service quality on their own agricultural garden or fishing field to distinguish themselves with a special quality, so they can play an important role in the market. Therefore, confronted with numerous competitors in the same business field, they have to focus on the marketing strategy on “Leisure Agriculture” which will be the key elements to affect the choices of the consumers; the manager needs to identify their own market spot to perform the correct market segmentation (or division, partition, break up…) so the efficient marketing strategy can be planned.
Research results：
According to the respective factors for the interests of pursuit, it is found by this study that there are three kinds of market segmentations, i.e., the customers longing for the intimate experiences on leisure time traveling, the ones who love the natural views and scenes, and the people who just came travel not on any purpose and haven’t had any preferences yet. Furthermore, it was clear, from the distributions of these market segmentations, that the correlation scores on “Leisure Travel” are both higher for people in Segmentations I and II than the score from Segmentation III; compared to the score distributions on travelers’ living styles, the same correlation relationship was also discovered in the scores on “Nature and Leisure”, i.e., correlation scores from Segmentation I and II are both higher than the one from Segmentation III. Therefore, Segmentations I and II are the major sale targets for the business workers in “Leisure Agriculture” and both Segmentations occupy a ratio of 59.5% in the whole market ， but the people who just came travel not on any purpose and haven’t had any preferences yet occupy a ratio of 40.5% in the whole market。
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