A Comparative Study On Farmers' Market Service Systems Across The Taiwan Straits

In a traditional food system,farmers are both producers and consumers,who use primitive farming methods to occupy a key position in the entire food system.Promoted by the secondary industrial revolution and urbanizing process,in order to improve the efficiency of agricultural production,people use a lot of medicines,fertilizers,and apply genetically modified crops in agricultural production to reduce labor input and increase crop production.One of the characteristics of the modern food system is the insolation between farmers and consumers,which led to a series of social problems such as environmental pollution,food safety risks,and the loss of rural population.In this context,people who obtain a certain economic power and a wider perspective,are now trying to promote the alternative food systems and the development of farmers' market,based on their self-reflection on the modern food system and food consumption,and asking a higher requirement on food safety,environment protection,fair trade,balanced development in rural and urban areas,and social innovation.Firstly,This study combs the research status of farmers' market on both sides of the Taiwan Straits.Through desktop research and field visits,it compares and analyzes 19 farmers'market cases and firstly understands the development status and problems faced by farmers'market on both sides of the Taiwan Straits.On this basis,the three types of farmers' market are summarized,which are experience type,online type and comprehensive type.It is concluded that the comprehensive type is more suitable for the future development of farmers'market in mainland China,and selects the typical farmers' market.In-depth comparative analysis of stakeholders,service touch points,service processes and service system elements.In-depth interviews with consumers,producers,operators and volunteers in the five typical farmers' market cases that meet the above three types,to gain insight into stakeholder needs,and to identify the interest of young consumer groups in the farmers' market.And participation as the direction of this service design.Combining with the development status of farmers' market on both sides of the Taiwan Straits and the results of in-depth research,this paper proposes three levels of construction strategies for the farmers' market service system,specifically the presentation layer-system elements and brand building;system layer-system construction and contact planning;strategic layer-Value creation and service innovation,and proposed the farmer market service design strategy of community creation,information communication and experience optimization.Among them,the community co-creation strategy includes building a common vision,enhancing community interaction;promoting food and agriculture education,cultivating young users;attaching importance to virtual communities,and joining online and offline.The information communication strategy includes combining the creative elements to stimulate the interest of young people;brand differentiation positioning,accurate brand marketing;multiple promotion channels to promote spontaneous sharing of information.The experience optimization strategy includes propagating the way of living and learning,getting close to the young group's cognition;introducing gamification mechanism to encourage users to participate;rooting regional culture and expanding multi-faceted services.Finally,in order to verify the design strategy proposed by this research,the design practice of "Pig Lion Market"was carried out locally in Wuxi,hoping to bring new ideas to the emergence and development of farmers' market in mainland China.