農業產業文化推廣策略之研究

The Study of Extension Strategies of Agricultural Industry Culture

蕭崑杉(Kun-Sun Shiao)

《農業推廣學報》 21期 (2006/07) Pp. 1-32

https://doi.org/10.29788/RAES.200607.0001

摘要

本研究是應用鹿谷、大甲、信義及三星地區四個個案來分析農業產業文化推廣策略的相關論點，其研究目的包含(1)詮釋農業產業文化地域建構型態(2)分析農業產業文化地域的推廣策略。透過次級資料收集和農會主辦人員訪談等方式取得資料，經整理而提出論述觀點。研究結論說明早期農業產業資源所衍生的農業經濟可經由產業文化地域的建構而轉化成文化經濟，其經濟效益可再提升。不同鄉鎮仍反映出多元取向的農業產業文化地域建構途徑，其文化符號可透過①農業資源②生活資源③風格與品味行銷④節日娛樂等內涵而被嵌入產業內。比較上，前二項之產業文化地域認定較具穩定，而後二項之文化地域認定雖較不穩定，但其在休閒旅遊的經濟效益更顯著。不過，不論那一類產業文化地域建構取向，其皆須透過有效的對內和對外推廣策略來促使產業文化地域產生文化經濟表徵。對內推廣策略是使產業文化地域為多數鄉民所認定，相對的，對外推廣策略是使地區外民眾認定地區內所建構的產業文化地域，並成為文化經濟消費者。從四個個案反應出地區內農業和生活資源較不具特質時，農會將直接發展對外推廣策略，以獲得較短期的文化經濟收益。相對的，農會可透過獨特的農業和生活特質而運作對內推廣策略，以建構清楚的產業文化地域，而後，再運作對外推廣策略，將產業文化地域促銷給地區外民眾。

關鍵字

農業產業文化 ； 文化地域 ； 推廣策略

並列摘要

This study is to explore the extension strategies for promoting the cultural territory of agricultural industry. The major objectives of the research include (1) interpreting the patterns of cultural territory of agricultural industry constructed in rural areas. (2) analyzing the extension strategies of various cultural territory. The data used for interpretation were collected by documentations, working programs and evaluation reports. To interview extension workers of Farmers' Association is another instrument to gather valid information. The summarized conclusions explained below to further confirm the effectives of transforming agricultural economy into cultural economy by the construction of cultural territory of agriculturel industry. Plural patterns of constructing cultural territory are made with various usage of cultural marks which include agricultural resource, community life resource, style and flavour marketing and festival recreation. Comparatively, distinguished cultural marks embedded in agricultural industry have raised the different social economic impact and influence the indentity of cultural territory. Furthermore, each cultural territory of agricultural industry has been developing inner local and extra local extension strategies for promoting cultural territory and marginal groups of rural place and consumers of rural tourism from urban areas. The objectives of the extension strategies are to achieve the changing of awareness raising, competency maturing, problem solving and knowledge creating of those people and out of rural place. The results shown that the cultural territories constructed with agricultural and community resource have more operation on inner-local extension strategies. The efforts in keeping the indentity of cultural territory are more stable conditions. In constrast, another patterns of cultural territory in preferring to operate the extra-local extension strategies, the efforts is to raise more economic efforts of rural leisure and tourism but it seems easily to loose the structure of cultural territory.

並列關鍵字

Industurial culture ； Cultural territory ； Extension strategies