觀光農場行銷和視覺設計整合之研究－以觀音鄉向陽農場爲例

A Research on the Integration of Farm Tourism and Design: A Case Study of Hsiangyang Farm at the Town of Guanyin, Taoyuan County, Taiwan

10.29678/VCJ.200707.0015

陳寬常

視覺設計 ； 休閒產業 ； 美感行銷 ； Visualize design ； Leisure industry ； Esthetic Marketing

萬能商學學報

12期（2007 / 07 / 01）

205 - 216

繁體中文

近年來自於週休二日風潮與經濟產業環境的變動，帶動了台灣觀光休閒產業蓬勃的發展，如何在競爭日益激烈的地方觀光休閑產業市場永續生存，便成了現今地方產業發展上的一大課題。藉自行銷與設計之整合規劃，提昇產業形象與品質更是精緻產業的一大關鍵。本研究將探討台灣觀光休閒農業產銷方式及運用行銷設計之盲點與不足，並以觀音鄉的向陽農場爲例，列舉出具體建議及實際改善案例，包括（一）CIS企業識別（二）園區整合規剖（三）商品開發等，期能爲台灣觀光休閒農場運用行銷與設計之整合規劃提供未來發展的參考案例。

In recent years, two-day weekend system and the change of economic environment help the growth of tourism leisure industry in Taiwan. It has been a big issue for the present local industry to survive in the more and more competitive market. Integrating strategies of marketing and design would be one of the key factors to enhance the image of the industry as a fine industry. The case study of Hsiangyang Farm at the Town of Guanyin, Taoyuan County, Taiwan will be discussed of the weaknesses of Taiwan's tourism leisure industry on marketing and their designing. Concrete suggestions and their modification will be introduced in the report、which include: 1. CIS (CORPORATION IDENTIFICATION SYSTEM), 2. whole-farm design, and 3. product development. The research is to help Taiwan's tourism to apply the integration of marketing and designing for their future development.