| Summary: | 碩士 === 國立彰化師範大學 === 會計學系 企業高階管理(EMBA) === 103 === Over the past few centuries, Taiwan has been an agricultural country, whose politics, economics, and culture were closely related to agriculture. Meanwhile, the farmers’ associations in different regions, which are closely related to the development of agriculture, have been the sole organizations of farmers. With the change in political and economic conditions, The Farmers Association Act was amended in 2001. In 2002, Taiwan joined the WTO (World Trade Organization). It accelerated the transformation of the organizations of farmers associations. According to current trends, it is necessary for the farmers’ association to transform in order to survive. Now, only by engaging in transformation actively into leisure or sightseeing businesses with high additive-values can farmers survive. Only by operating farms with business strategies can famers manage their businesses sustainably.
This research examines Erlin Farmers’ Association in order to find out the key factors of its successful transformation into a leisure and sightseeing business with internal changes and the utilization of external management strategies in order to find out the of its success.
Literature review and in-depth interview are employed as research methods in this project. According to the results of the data analysis, the major findings of this research are summarized as follow:
1. Regarding the successful transformation of Erlin Farmers’ Association, it uses innovative thinking, promotion of service quality, systematic management as the foundation of internal management, adjustment of the organization framework, and the shaping of visions as the strategy of the adjustment of internal management system. Furthermore, the other strategy used in the adjustment of internal organization of Erlin Farmers’ Association includes the change of organization culture, consensus of its members, target learning and educational training.
2. Regarding the applications of external management strategies, Erlin Farmers’ Association has built up strategic alliance with business partners, including total community construction and the implementation of multidimensional operation patterns. In the aspect of promoting service quality, Erlin Farmers’ Association develop diverse merchandises, upgrading tourist guide facilities and of tour guides’ know-how in introducing folklores and local affairs, beautifying the environment with arts, and more to promote its overall service quality.
3. Regarding the key factors of the successful transformation of Erlin Farmers’ Association, it promotes innovations, values community construction, and upgrading of service quality, which are all successful factors of its transformation. With sound community construction, the operation of the farmers’ associations will improve. Friendly attitude of tour guides and in-depth introduction to local affairs are essential to the transformation of the farmers’ associations.
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