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Featured Scientist
Yi-Cheng Ku, Ph.D.

College of Management


Department of Business Administration

Director of the Service Design Research Center

Personal Website

2021.03~2021.12 教育部高教深耕計畫「應用服務設計實踐輔大社會責任」

2020.08~2022.01 科技部「社群媒體的競合分析-以利基理論觀點探討」計畫主持人

2020.11~2021.10 科技部休閒農場創新商業模式-顧客體驗導向之服務設計」計畫主持人

2020.03~2020.12 教育部高教深耕計畫「服務設計人才培育計畫」計畫主持人

2017.08~2021.07 科技部「探討個人與組織採用資訊科技消費化之因素及對工作績效之影響」計畫主持人

Innovative Business Model of Leisure Farm - Customer Experience-Oriented Service Design

        The agricultural economy is sliding into the depths of recession in Taiwan. This result led the aging farming population community and idle land. As the rate of urbanization has increased rapidly, urbanites harboring pastoral dreams want to escape from manmade environments and desire a life with pastoral experience and new social relationships. Many leisure farms have failed to leverage their advantages and face the challenge of improving competitiveness. As such, the mission of the Lucky Time Leisure Farm, located in Daxi District, Taoyuan, is to stimulate agricultural renaissance. Lucky Time Leisure Farm experiences the same weaknesses as other leisure farms—in that they could not continue to attract tourists. Hence, they must be market pioneers, offer elegant services, create enterprise value, and utilize uncultivated land. The purpose of this project is to propose a business model innovation via service design and experimental marketing. Based on the core value of human-centered and value cocreation, the business model proposed by this project, “Urban Farmer,” resulted in a win-win situation for Daxi communities, tourists, and the Lucky Time Leisure Farm. The results of this project are threefold: (a) building an online community via a service design approach, (b) upgrading the business model of a leisure farm, and (c) revitalizing local communities. By achieving these goals, we can revitalize villages, innovate lifestyles, and fulfill urbanites’ desires. The business model and research methods proposed by this project can be used to create additional economic benefits in other communities.