| Summary: | 碩士 === 國立宜蘭大學 === 人文及管理學院高階經營管理碩士在職專班 === 103 === Agricultural development was the growth engine of Taiwan's economy during
the 1950s to 1960s. With the evolution of times, farmland has been used diversified.
From government’s perspective, the basic core of national agricultural policy is
agricultural farmland must be used for agriculture. Under this policy, how to make
maximum utilization of farmland is the common goal of government and civil society.
On the other hand, farmland transaction has become an important product in real
estate agent industry but few studies are focus on discussion of farmland transactions
in previous academic research.
Therefore, this study adopted case study approach and applied in-depth
interviews with senior managers who in charge of certain real estate agent. The study
applied EKB (Engel-Kollat-Blackwell) model to explore the practitioner’s practices
and derived relevant strategic innovation of farmland transactions in real estate agent
industry. Results conveyed that have five customer types in farmland transaction
market, includes Hedge type, Investment type, Yeoman type, Tax savings type, and
Retirement type. The considerations and decision-making model is vary in different
types of customers. Besides, the study found that location, environment,
transportation, breadth, depth, size, price and government’s policy are the impact
factors of farmland transaction. Results also showed the practitioner practices in each
stage of EKB model and proposed innovative strategies for real estate agent.
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