影響台灣農村酒莊產業競爭力之因素探討

A study on the Competitiveness of Farm Winery in Taiwan

10.6665/JLYIT.2009.8.69

林致遠(Chih-Yuan Lin)；吳銘達(Ming-Ta Wu)；林芳宇(Fang-Yu Lin)

農村酒莊 ； SWOT分析 ； 競爭力 ； Farm Winery ； SWOT Analysis ； Competitiveness

蘭陽學報

8期（2009 / 06 / 01）

69 - 79

繁體中文

自2002年台灣開放民間經營釀酒產業以來，許多企業紛紛投資於釀酒市場，發展成為休閒酒莊或新興休閒農場體驗模式，但亦衍生部份農村酒莊因缺乏經濟規模、經營成本過高，以致無法獲利之問題。據此本研究以台灣主要從事農村酒莊之業者及其員工為對象，藉由文獻回顧與問卷發展方式發掘問題，分析現階段台灣農村酒莊之營運現況，進而以問卷統計方式，建議後續之對應策略。前述問卷內容主要在於調查農村酒莊之優勢、劣勢、機會與威脅等課題，採用之統計分析工具包括：平均數、單因子變數分析和t考驗…等，藉由彙整現地訪談與問卷分析後，本文則提出SWOT策略表以及提升業者競爭力之建議，期能供作農村酒莊業者或後續相關研究之參考。

Owing to the private brewing liberalization in 2002, a lot of companies decided to invest in this market to develop a Leisure Winery. The Leisure Winery has become a manner expressing the leisure farm in these years. However, if companies did not evaluate the private brewing marketing well, some risks as low Return on Investment (ROI) might happen afterward. Therefore, the ideas and opinions of the managers and employees in farm winery were investigated in this study. Comparing the difference between each farm winery can realize the strength, weakness, opportunity, and threat. Therefore, the SWOT analysis was applied to investigate the managers of the leisure winery in this study. In addition, average, one-way ANOVA, and t-test were also three common tools to analyze the questionnaires selected from farm wineries. Finally, a SWOT strategy was obtained after analyzing as following.

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