過去的農業對台灣的經濟成長扮演重要的角色。但隨著二、三級產業的興起、民眾飲食取向與消費型態的改變，以及經貿自由化的潮流，讓台灣的農業開始在內需和外銷的發展上，面臨各種挑戰。為此，台灣各地農業組織在政府的輔導下開始投入農業的轉型與升級，其中又以台灣最基層的農業組織—產銷班的表現最為優異，因此產官學界開始對這些成功的案例進行研究，期望透過這些模範產銷班找出農業經營的成功要素，藉此作為日後的輔導與示範教材。

本研究將透過質性研究的單一個案研究法，深入探究由台南市新化區食用甘藷第一產銷班所成立的瓜瓜園的運作現況，從中觀察到瓜瓜園的成功，與農民(產銷班班員)、全家便利商店、日本客戶和一般消費者這四個主要對象的互動有相當重要的關聯。因此決定採用服務主導邏輯(service-dominant logic)及服務系統(service system)的觀點，分析瓜瓜園和這些服務系統如何在特定情境(context)中，以不同的價值主張(value proposition)基礎，應用與整合彼此資源相互提供服務，達到價值共創。

本研究根據對瓜瓜園的分析結果發現，台灣農業若要與時俱進地永續發展，農業從業人員應擺脫傳統的商品主導思維，以服務為經濟活動基礎的概念出發，追求價值共創的目標。而達到價值共創的前提，則是要提出一個讓符合當下情境並讓雙方認同的價值主張。如此一來，價值便會以動態且多元的形式持續被共創，讓農業組織在面對環境的變遷時，也能維持其競爭力。

This research deeply explores the operation of KuaKuaYuan— the edible sweet potato production-marketing first group in Tainan by using qualitative single case study. Through exploration, this research finds some strong relevance between KuaKuaYuan’s success and its interaction with farmers, Family Mart, Japanese customer and ordinary consumer. Therefore, this research tries to use service-dominant logic and service system perspectives which are less applied in agricultural study to analyze how KuaKuaYuan and these actors co-create value by applying their own resources to provide service for each other under different value proposition in specific context.

The research results imply that to achieve sustainable development in agriculture, it is important for people who are engaged in agriculture to change traditional goods-dominant thought and have value co-creation concept. Furthermore, to reach value co-creation, it is necessary to propose a value proposition which is meet the specific context and accepted by each other.

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