The transformation process of agricultural products processing industry from manufacturing to experience-agribusiness

• Main Authors: Chen, Pei Yu, 陳佩妤
• Other Authors: Lee, Jen Fang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/40420217241471149413

碩士 === 國立政治大學 === 科技管理研究所 === 101 === Taiwan has been called as the kingdom of plants, the kingdom of fruits. The reason is the unique terrior capital of Taiwan, such as soil, weather, history, and human. By building the brand, putting the culture in, and creating the experience to customer, they could feel the added value and the unique of Taiwan’s agricultural produce. The agricultural processing industry in Taiwan had been regarded as the primary industrial sectors. However, the agricultural processing industry is transforming to Sixth industry, which integrates the primary industry, secondary industry and tertiary industry by culture, creative and aesthetics. The integration of different industrial sectors (1+2+3) got the synergy (1X2X3). There are two essential concepts in the study, one is the core experience element of experience-agribusiness (the concept is similar with the culture- creative industry), and the other one is Authenticity. Based on the two concepts, the research is to investigate the dynamic constructing process of the agricultural processing industry in Taiwan’s transformation, building brand, and creating the experience value. This research aims to investigate following questions: (1) What is the transformation process form the agricultural processing industries to experience-agribusiness? (2) What are the essential elements in the experience- agribusiness? (3) How does experience-agribusiness to increase added value by building brand? The preliminary research findings include 1. The owner should be determinate, which means the owner clearly know the vision. Learning by doing is the best way to successfully transform. The terroir capital and industrial culture is the very important tool. 2. The experience-agribusiness always tells a life style story to build a unique image. The space is the proper media, which includes shape, movement, event, interaction, and context. 3. The experience-agribusiness provides affective experience, which is educational, obsessed experience. The experience is given by the interaction of staff and customer. 4. The authenticity is the core of added value of experience-agribusiness. By integrating the five elements of authenticity, which are natural, original, exceptional, referential, influential elements. Afterward, customer is willing to pay more for the added value.