The Relationship between the Business Model, Market Value and Customer Participation Motivation of the Shrimp Farm in Dali and Taiping District, Taichung

[[abstract]]在目前國人對於休閒活動日益重視的大環境下，釣蝦產業仍是非常具備市場價值，尤其對於複合式經營的泰國蝦釣蝦場業者，除了提供基本釣蝦池以及休閒娛樂設施，還有獨特的活魚活蝦料理吸引饕客上門。本研究目的在探討釣蝦場的經營模式，及其市場價值與顧客參與動機的關聯性，以台中市的大里太平地區釣蝦場業者及釣客為研究對象，期盼能透過本研究者實地訪談紀錄與親自座釣時的觀察紀錄，更加明白對於釣客心目中優質釣蝦場的特色，亦能提供未來釣蝦場業者的經營方向及策略參考。據本研究結果顯示：一、 透過網路行銷，成立社群或粉絲專頁，能讓更多持續追蹤的釣友們了解釣蝦場的最新動態以及促銷方式。二、結合網路Youtuber宣傳更能吸引到年輕的釣客群，開發新客源。三、大量放蝦是滿足釣客的基本條件，而因應季節變化加放龍蝦、螃蟹、香魚、珍珠鯽魚，更能刺激釣客的消費動機。四、釣蝦環境需乾淨舒適、採光明亮，而附屬親子娛樂設施更是日漸風行。五、主客之間良好互動以及服務態度佳，更是留住釣客的最大關鍵。六、釣蝦工具琳瑯滿目，餌料配方更是不計其數，使用個人習慣的線組搭配工具及慣用餌料，才能在座釣時享受起蝦帶來的成就感與滿足。[[abstract]]In the current environment where people increasingly pay attention to leisure activities, the shrimp fishing industry is still very valuable, especially for the multi-purpose Thailand shrimp farm operators, in addition to providing basic shrimp ponds and recreational facilities, there are also unique live fish and shrimp dishes to attract customers. The purpose of this study is to explore the business model of shrimp farms and the correlation between market value and customer motivation. Taking shrimp farmers and fishermen in the Dali and Taiping area of Taichung City as the research object, I look forward to understanding the characteristics of high-quality shrimp farms in the minds of fishermen through the field interview records of the researchers and the observation records of personal fishing, it can also provide future business directions and strategic references for shrimp farm operators. According to the results of this study：1. Through online marketing, set up a community or fan page, so that more fishermen who are continuously tracking can understand the latest developments and promotion methods of the shrimp farm.2. Combined with online Youtuber promotion, it can attract young fishermen and develop new customers.3. The large number of shrimps is the basic condition to satisfy the fishermen, and the addition of lobster, crab, sweetfish, and pearl catfish according to the seasons can stimulate the fishermen's consumption motivation.4. The shrimp fishing environment needs to be clean, comfortable, and brightly lit, and affiliated parent-child entertainment facilities are becoming increasingly popular.5. The good interaction between the host and the guest and the good service attitude are the biggest keys to retaining the fishermen.6. There are a lot of shrimp fishing tools and countless bait recipes. You can enjoy the sense of accomplishment and satisfaction brought by shrimp when you are fishing by using your personal thread set with tools and customary bait