| Summary: | 碩士 === 國立中央大學 === 高階主管企管碩士班 === 102 === Global warming and ecological destruction are two of the biggest threats to the agricultural industry and to human existence. Structural imbalance of food production and marketing, the impact of opening the market by joining the WTO, and the high production risk and low return faced by farmers are just some of the difficulties that the industry is facing in Taiwan today. The many countries placing more importance to the development of organic agriculture policies, the promotion of local sourcing, the establishing of farmers markets, and the linking between production and consumption. This study uses the 248 Agriculture Market as the object, using Hamels management model, to explore the promotion of the market’s core values, the history of the market, its organizational structure, and its business model
The results of the study found that 248 Market acts as a place to promote small-land farmers, a platform to for communications between the farmers and the customers. It also reduces the distance between the urban and rural gap, changing the roles of the farmers, and expand cooperation in diverse and stable sales opportunities. This study concludes and recommends the strengthen space planning to improve and strengthen support for education advocacy , accelerate sales operation mechanism, the use of information systems architecture dense system, integration of resources and assist the government agricultural policy and the integration of resources and strategic alliances, etc. Based on this study, it is advantageous to master critical operating market, planning the localization features, and be subject to public and private sector attention, looking forward to enhance social responsibility and market’s green brand promotion, providing advice and development of the domestic operations of the farmers' markets in the future.
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