Compared to all other branches of Swiss agriculture, milk production has the largest economic significance. The price pressure on Swiss dairy farms is growing even though the market is heavily protected by tariff barriers in relation to Europe and the rest of the world. Against this background, the question arises for dairy farms as to which strategic orientation for their own farm is most profitable. The options are specialization in milk production, diversification such as with direct marketing or agritourism or an exit from milk production. However, the latter is not possible for farms with a high capital lockup in the dairy industry. Diversification into a complementary branch of farming such as direct marketing or agritourism can, in contrast, be linked to existing milk production. The present study examines three different strategies for dairy farms – highly specialized milk production, diversification into direct marketing and diversification into agritourism.

中文翻译：

---

农业奶牛场多元化战略的竞争力：瑞士农村地区的实证研究结果

与瑞士农业的所有其他部门相比，牛奶生产具有最大的经济意义。尽管瑞士奶牛场受到欧洲和世界其他地区关税壁垒的严格保护，但瑞士奶牛场的价格压力仍在加大。在此背景下，奶牛场面临的问题是，自己的牧场采取哪种战略定位最有利可图。选项包括牛奶生产专业化、多元化（例如直接营销或农业旅游）或退出牛奶生产。然而，后者对于乳制品行业资本锁定较高的农场来说是不可能的。相比之下，直接营销或农业旅游等农业互补分支的多元化可以与现有的牛奶生产联系起来。本研究探讨了奶牛场的三种不同策略——高度专业化的牛奶生产、直销多元化和农业旅游多元化。