A Study on the Model of Development and Management Strategy of Rural Wine Village

• Main Authors: Liu,Chin-Hua, 劉金花
• Other Authors: Dr.Hou-Nan Tsai
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/13197505865547671324

碩士 === 國立臺灣大學 === 園藝學研究所 === 90 === Abstract How to revitalize rural economic development is a very important talking issue for our government in Taiwan after participating in WTO that deregulate foreign agricultural product import. In fact, Council of Agriculture has promoted leisure agriculture as a strategic vision of agricultural transformation for a few years in order to make town and rural economic revitalization. Especially, the private sector has been permitted to establish wine industry and join winery after participating in WTO this year. Council of Agriculture also decided to initiate wine villages and winery in rural areas. However, it''s a new situation that both the public and the private sectors will confront many problems when they start to promote and implement these visionary strategic projects. How to properly position and building unique industry competitive advantage of rural wine villages is the talking issue of this thesis. Appling Industry analysis to recognize the rural wine Industry and interpret key successful factors .it further tries to propose a mode of development and operational management on the basis of pursuit local sustainable development. Lastly two rural wine villages are selected as the research target of this thesis. The major research results are summarized as follows： （1）It’s hard to build competitive advantage by adopting low cost tactics. The best choice of managerial tactics of the rural wine villages is differential tactics. （2）The difference of management organization will influence the position and the management strategy of rural wine villages. (3) The important factors of the development stage of rural wine villages are the choice of wine village area and identify with properly position. The key issue of the management stage is industry’s key successful factor for building competitive advantage. （4）The government policy to promote wine industry development in rural areas should be adjusted accompanying with environment and competitive advantage change, in the first stage, the policy should improve fundamental construct and solve the unfavorable factors. In the later stage, the policy should eliminate obstacle and limitation of industry development. The environment of Taiwan’s rural wine industry is with high variability and the strategy choice of firms varies as well. The propositions and observations of this research may serve as the reference for government and manager to practical use or to further research. Keywords：rural economic development/ wine-leisure villages/ management strategy/competitive advantage