| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 104 === In the year 2000, Taiwan began to implement should work eight hours each day and have two days off every week, Thus promoting the common practice in Taiwanese society of relaxing on holidays. Young farmers have returned to their hometowns in recent years, and have applied new knowledge and technology to agricultural management and marketing. Thus, people are seeing more promotion and marketing of agricultural products and leisure farm through information networks. This study selected existing mobile marketing applications, analyzed their functions and service quality gap, and reworked and integrated a new marketing application that consumers can rely on for their needs in daily life. Aiming at redeveloping the application with integrated functions, this study presented an improvement plan for the mobile application by studying preferences, tests, and comments from consumers; the collection of ideas and opinions of leisure farm owners via in-depth interviews; and the analysis and comparison of the owners’ marketing experiences, obstacles,and expectations for their leisure farm.
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