Strategy for Developing Southeast Asian Market in Leisure Farms: A Case Study of Tou-Cheng Leisure Farm, Yi-Lan County

• Main Authors: WANG, YI-HUI, 王義輝
• Other Authors: Lim,Khay-Thiong
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/d2d59j

碩士 === 國立暨南國際大學 === 東南亞研究所 === 103 === Under the intense competition of leisure farm industry in Taiwan, it is one of a thorny issues faced by the industry. This research explores the strength and weakness and outside market situation analysis, which will determine products and market orientation, as well as the execution of marketing programs of Tou-Cheng leisure farm through in-depth interview. The research also discusses how Tou-Cheng leisure farm employing “blue-ocean” strategy to extend its Southeast Asian market, including: firstly, to eliminate the low price and homogeneous service product strategies (Eliminating); secondly, to reduce the costs of developing market and pursuing trend (Reducing); thirdly, to improve customer-oriented service value and publicity benefit of marketing (Raising); and fourthly, to create brand product and innovative value of core-product (Creating). The thesis also analyzes the different value curve of innovating between the discussed leisure farm and the general recreation farm, which will provide recommendation and reference to those who had already in or will enter into the Southeast Asian market. However, we can also discover the biggest problem faced by the owners of leisure farm is reducing visitors during off-peak season; the development of the Southeast Asian market, constructing visitor-friendlyservice environment and exploring core value and brand making, etc., will indeed significantly attract more domestic and international visitors during the off-peak season, and will balance the cost and benefit of the industry. There are many competitors in the leisure farm industry, only those who have devoted to the exploration of industry core value would create a non-competitive blue ocean market. Key words：Leisure Farm, Internationalization Strategy, Blue Ocean Strategy