都市農業發展，源溯1898年由霍華德撰寫「明日的田園城市」一書其理念而來,霍華德提出田園城市概念。自工業革命、資本主義興起，機械化生產提高效率、降低成本，工業成為經濟核心，現代化的社會享受工業化便利，而工業化導致自然資源過度開採、工業排放加劇環境污染問題。
近年政府推出國土計畫法，如何活化具備交通便利之農地？做好配套措施、解決台灣人口飽和集中都會區，確保土地政策改革、土地徵收與重新分配、綜合用途開發符合實際需求，提高土地利用價值，都市農業的發展面臨諸多挑戰。本研究以新竹竹科森態村為案例，結合都市農業理念，規劃結合以人、生態、物種為主的永續個案。
本研究運用行銷理論，包括優劣分析、STP與4P模型，系統性地分析竹科森態村的市場定位與策略。研究重點在於探討該案如何以創新模式滿足都市居民對健康與環保的需求，並在地狹人稠的台灣提供永續發展的參考模式。

Urban agriculture development can be traced back to the concept of the garden city, proposed by Ebenezer Howard in his 1898 book Garden Cities of To-Morrow. Howard suggested the idea in response to the problems brought by the Industrial Revolution and the rise of capitalism. With the rise of mechanized production, efficiency increased and costs went down, making industry the center of the economy. While modern society enjoyed the convenience of industrialization, it also caused overuse of natural resources and pollution from industrial emissions.

In recent years, the government introduced the National Land Planning Act, aiming to figure out how to make better use of farmland with good transportation access. It’s also meant to help ease overcrowding in cities, improve land reform and redistribution, and promote mixed-use development that fits real needs and raises land value. However, urban agriculture still faces many challenges.

This study takes the Wonderland in Hsinchu as a case, using the idea of urban agriculture to plan a sustainable project focused on people, ecology, and biodiversity. Marketing theories such as the SWOT analysis, STP, and 4P models are used to analyze the project’s market position and strategy. The main goal is to see how this project can meet urban residents’ needs for health and eco-friendly living, and to offer a possible model for sustainable development in Taiwan’s crowded cities.