課程名稱︰休閒農業行銷管理
課程性質︰生物產業傳播暨發展學系選修課；休閒事業管理學程課程
課程教師︰謝銘逢
開課學院：生物資源暨農學院
開課系所︰生物產業傳播暨發展學系
考試日期︰2014年06月20日(五)，17:00 - 2014年06月21日(六)，17:00
考試時限：24小時
是否需發放獎勵金：是
試題 :
休閒農業行銷管理
期末考
due: 7pm 6/21/2014
1. In class, we talked about three approaches for modeling customer
relationships, i.e. 1) Customer Relationship Management,
2) Customer Experience Management, and 3) Customer Managed Relationship.
Please use the leisure farm in your term project as your research target
to command on which of the above is most applicable to their case.
Explain.
2. Go to the website of 香格里拉休閒農場
(http://www.shangrilas.com.tw/index04.php).
a. Discuss how the internet is used as a marketing tool for the farm and
how it helps to position the farm in relation to neighboring area of
leisure farming.
b. Using this farm as an example, discuss the pros and cons of the internet
as a distribution channel compared with traditional distribution
channels.
3. Critically examine the following two micro films about leisure agriculture
and community, and then answer the questions.
苗栗九大休閒農業區微電影- 湖東休閒農業區:
http://www.youtube.com/watch?v=G_v1LtTD43A
花蓮奇美部落微電影:http://www.youtube.com/watch?v=B3eicM-4d5Y
a. Use these two examples to discuss their connections to the following view
by Morgan, Pritchard and Pride (2002): “Tourism destination brands are
also beginning to reach beyond the tourism industry. Many of those
brands at the leading edge of destination marketing are seeking to
position themselves as place brands, whereby whole countries, states and
regions are embarking on brand-building initiatives that are inclusive of
tourism and economic development.”
b. Explain why it is often necessary for community to play an active role in
the work and operations of destination branding and marketing.
c. What is the target market for each leisure product? Explain.
d. What design techniques are used? Explain.
‧ to capture attention?
‧ to enhance awareness of product features?
‧ to encourage a response?
‧ else?