社區組織與創意生活產業（農特產品）之績效評估研究－以宜蘭縣為例

The Study of Operating Performance on Community Organization and Creative Life Industries (Agricultural Products)-Yi Lan County for an Example

10.6665/JLYIT.2010.9.94

林致遠(Chih-Yuan Lin)；吳銘達(Ming-Ta Wu)；李翠雯(Tsui-Wen Li)

創意生活產業 ； 社區旅遊 ； 農特產品 ； 體驗行銷 ； 績效評估 ； Creativity life industry ； community Non-profit organization ； agricultural special products ； experience marketing ； achievements appraisal

蘭陽學報

9期（2010 / 06 / 01）

94 - 108

繁體中文

隨著創意生活產業及體驗經濟時代之發展，觀光客逐漸重視從休閒旅遊活動中獲取美好記憶之價值感。基於此類新興旅遊服務之需求，本研究乃以宜蘭縣著名之社區旅遊景點為例（林美及中山社區），選定推動社區旅遊之非營利組織人員與銷售體驗活動商品之業者為對象，藉由文獻回顧、現地訪談、發放問卷等方法，並同時採用包括：平均數、標準差排序與信度分析等統計工具，分析前述案例之體驗行銷策略、顧客滿意度及績效評估等課題。 最後本文則整合調查與統計分析結果，提出涵蓋SWOT策略、顧客關係管理及社區非營利組織績效評估(CORPS)為主體之分析與建議事項，期能供作社區發展協會或社區旅遊業者改善顧客滿意度及後續提升營運管理績效之參考。

Along with the creativity life industry and experience time's oncoming, the consumer takes seriously from the expense activity to obtain the unforgettable happy experience, therefore experiences the marketing to attract the customer is the tidal current tendency. This research by Yilan County is famous, and coordinates experience marketing implementation again by the community agriculture special products Lin Mei and the Zhongshan community develops the association and entrepreneur of the agricultural special products experience marketing is an object, because of the literature review, the location interview and the provide questionnaire, take experiences the marketing strategy, the customer degree of satisfaction and the achievements appraisal as the construction surface, and uses the statistical analysis tool to include: Mean value, the standard deviation sorting and letter analysis method. This article proposed that take the SWOT strategy and the experience marketing strategy, the customer degree of satisfaction and the achievements appraisal construction surface development questionnaire analysis knowing result as the basis suggestion, the time can supply the community Non-profit organization to develop the association or entrepreneur of its agricultural special products experience marketing to promote its customer to satisfy or the achievements and the following related research reference.

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