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研究生: 吳佩珊
Pei-Shan Wu
論文名稱: 蘭花之光如何讓臺灣躍上世界舞臺發光 -以「天使花園休閒農場」為例
How Taiwan Orchids Leap and Radiate on the World Stage - Using "Angel Garden Leisure Farm" as Example
指導教授: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
口試委員: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
黃世禎
Sun-Jen Huang
學位類別: 碩士
Master
系所名稱: 管理學院 - 資訊管理系
Department of Information Management
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 51
中文關鍵詞: 青年返鄉休閒農場切花模範農民創業家精神PEST分析商業模式知識管理
外文關鍵詞: Home Returning Youth, Leisure Farm, Cut-Flowers, Model Farmer, Entrepreneurship, PEST Analysis, Business Model, Knowledge Management
相關次數: 點閱:226下載:14
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本管理個案–天使花園休閒農場,個案主角父子檔皆從零開始投入傳統農業,經由創新思維與資源整合成功打破傳統農業框架,讓臺灣的文心蘭外銷從空運改成海運,不僅降低了運輸成本而且品質也更勝空運,成為臺灣產官學商合作最成功的案例之一,也將臺灣蘭花推上國際舞台發光發熱。
個案主角不僅帶領農民走出削價競爭,更協助臺灣蘭花產業創新管理,面對氣候變遷帶來的挑戰,成功引進新品種增加蘭花產銷多元化,並持續提升蘭花產業競爭力,策略聯盟整合各區花農拚外銷更是展現出相當高超的管理能力。同時整合一、二、三級產業建造農業品牌架構,打造六級產業–天使花園休閒農場。
本論文採哈佛教學個案方式撰寫,包含個案本文、教師教學手冊及板書,藉由個案所提及創業家精神、PEST分析、商業模式、知識管理等理論配合個案情境和實務結合,探討個案主角如何顛覆傳統進行產業升級,也能從個案中獲得不同啟發,迎接未來的挑戰。


The management case at study – Angel Garden Leisure Farm, entails the protagonist father and son of the case who have invested in traditional agriculture from scratch, and successfully broke through the traditional agricultural framework via innovative thinking and resource integration. In order that Taiwan's oncidium export has changed from air freight to sea freight, which not only reduced transportation costs but also provided better quality than air freight. This is one of the most successful cases of Taiwan's tri-sector collaboration between industry, government, and academy. At the same time pushed Taiwanese orchids to radiate on the international stage.
The protagonist of the case not only led farmers out of price cutting competition, but also assisted Taiwan's orchid industry innovation management. When faced with the challenges brought by climate change, the new management system successfully helped to introduce new varieties to increase the diversification of orchid production and marketing, which continued to enhance the competitiveness of the orchid industry. Meanwhile, they integrated the first, second and third level industries to build an agricultural brand structure, and created a sixth-level industry - Angel Garden Leisure Farm.
This thesis is written in the case study method of Harvard Business School Case Method and Participant-Centered Learning (PCMPCL), which includes case papers, teacher’s manual and board books. Through the combination of theories such as entrepreneurship, PEST analysis, business model, knowledge management and other theories mentioned in the case with the case situation and practice, we explore how the protagonist of the case overthrow the traditional business model to upgrade the industry, and we can also get different inspirations from the case to meet future challenges.

摘 要 I Abstract II 誌 謝 III 目 錄 IV 表目錄 V 圖目錄 VI 第一章、 個案本文 1 第一節、 開場白:北漂返鄉,全心投入花卉市場 1 第二節、 面臨的決策難題及挑戰 2 第三節、 蘭花市場產業概況 7 第四節、 天使花園休閒農場的發展沿革歷史 9 第五節、 天使花園休閒農場近年來所遇見的經營問題 17 第六節、 天使花園休閒農場的下一步 20 第七節、 問題討論 22 第二章、 教師教學指導手冊 23 第一節、 個案總覽 23 第二節、 教學目標 24 第三節、 課前準備與學員課前討論 25 第四節、 適用課程與對象 25 第五節、 教學總覽 26 第六節、 問題與參考答案 28 第七節、 板書教學時間配置 36 第八節、 板書規劃 38 參考文獻 41

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網路資料
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天下雜誌(2011)。專訪林懷民:年輕的流浪是一生的養分。取自:https://www.cw.com.tw/article/5010457
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