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    Please use this identifier to cite or link to this item: http://ir.lib.ksu.edu.tw/handle/987654321/30637


    Title: 走馬瀨農場之經營績效探討
    其他題名: Discussion on Business Performance of Tsou Ma Lai Farm
    Authors: 張雅婷
    CHANG, YA-TING
    Contributors: 翁明珠
    WENG, MING-CHU
    企業管理研究所
    ???metadata.dc.contributor.other???: 企業管理研究所
    Keywords: 休閒農場;季節指標;SWOT分析;預測
    Leisure farm;Seasonal indicator;SWOT analysis;Forecasting
    Date: 2019
    Issue Date: 2020-03-24 11:06:14 (UTC+8)
    Abstract: 走馬瀨農場以專業種植牧草起家,目前轉型為觀光休閒農場,曾經獲得多項認證及標章,是一個合法風景遊樂區。本研究探討走馬瀨農場之經營狀況,首先利用統計分析探討走馬瀨農場遊客人數的變化,並利用中心點移動平均法計算季節指數,以及透過文獻回顧掌握其成功關鍵因素,並彙整走馬瀨農場的SWOT分析。研究結果,走馬瀨農場每年以減少8千名遊客趨勢發展,淡季為9月(指標值0.55)及10月(指標值0.76),旺季為2月(指標值1.71)及4月(指標值1.24)。建議走馬瀨農場應加強設施的保養,增加行銷管道的多元化,結合農場附近區域的套裝行程,吸引顧客,並發展獨特的休閒活動,針對不同年齡層設計不同的創新方案,尤其開發銀髮族的休閒套裝行程。
    Tsou Ma Lai Farm cut his teeth on cultivating pasture. It has now transformed itself into a sightseeing farm and won many certifications and seals. This article will focus on Tsou Ma Lai Farm’s operation. First, we will use statistics method to calculate the change in the number of visitors. Second, we will calculated Seasonal index using centered moving average method. We acknowledge it’s key to success by doing literature review and SWOT analysis. Accord to our study, Tsou Ma Lai Farm lost 8,000 visitors by year. Its off-pick appeared on Sep (Index Number 0.55) and Oct (Index Number 0.76). It’s peak on Feb (Index Number 1.71) and April (Index Number 1.24). According to our studies, we suggest the farm to maintain its facility on regular bases, added more strategies and tools on marketing. Also, designing different innovative solutions for different generations, especially the development of senior leisure package.
    Appears in Collections:[企業管理系所] 博碩士論文

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