| dc.description.abstract | Abstract
Yangmei District, the main Hakka settlement in Taoyuan City, is located in southwestern Taoyuan City. From early days of traditional agriculture and the industrialization period to modern times, the land use of Yangmei farmland area has been significantly changed, resulting in reduced farmland and agricultural area. The researcher of this study looks into the current industries in Yangmei from the perspective of Yangmei District Farmer’s Association, encouraging local farmers to transform cultivation and allow the multi-facet development. In addition, the production and marketing group of Chinese mesona becomes the field of study, gradually combining production and marketing groups with local special features, such as enterprise management, collaborative procurement, organizational operations, innovative marketing, agricultural product safety, friendly working environment, resource sharing and putting more young/female farmers into operations, in order to develop new products constantly. We expect to invigorate local special Hakka industries, bring uniqueness of new development, and therefore decide to choose the new variety of Chinese mesona “Taoyuan No.2”, also called Xiang-Hua, developed by Taoyuan District Agricultural Research and Extension Station, COA for 25 years. Different from Chinese mesona Guanxi, Xiang-Hua’s strong aroma makes it suitable for tea bags or ingredients for special cuisine. Moreover, the flowers of Chinese mesona are absolutely magnificent. One of subjects of this study is also focused on industrial innovation of mesona in Yangmei District.
The current cultivation guidance of Yangmei District Farmer’s Association for special agricultural products and the obstacles of promoting Yangmei Hakka local industrial souvenirs are discussed in the study. Furthermore, the study also explores the problems of current Yangmei Hakka featured industries and tourism development in depth. Through SWOT analysis, we expect to conduct research on development of local business of Yangmei mesona innovation industries and to provide suggestions regarding current situations. After proposing suitable marketing strategies, we provide the results as references to central and local government agencies for formulating policies, to local production and marketing groups for production and quality improvement, as well as to sellers for sales channels and floor models. And Yangmei District Farmer’s Association continues to guide the development of new Chinese mesona processed products that are different from the current market. Taking advantage of the unique traffic environment characteristics of Yangmei District, while combining large-scale flower sea activities such as Taoyuan Flower Festival and Mesona Flower Festival and the overall characteristics of Yangmei District Tourism, wish to promote tourism activities in the towns of Yangmei, such as leisure agriculture marketing, so as to enhance the economic development of local agricultural industries, increase farmers′ income, etc., and actively expand new markets for export, so as to achieve the effect of diversified marketing of Yangmei, and create a new blue ocean for Yangmei Mesona industry marketing. | en_US |