農村地方文化產業行銷策略之研究－以彰化縣埔鹽鄉永樂社區為例

A Study on Marketing Strategies on Local Cultural Industry-An Example from Yung Le-Community, Puyen Hsiang of Chunghua County

張淑君(Shu-Chun Chang) ； 劉怜均(Ling-Chun Liu)

《中華農學會報》 7卷4期 (2006/08) Pp. 414-427

https://doi.org/10.6730/JAAC.200608_7(4).0007

摘要

產業的振興緊扣著在地生活的未來，本研究案例彰化縣埔鹽鄉水樂村是一個典型的農村社區，近年來，受到國外農產品開放政策，嚴重影響當地經濟收入，對於八成以上以一級產業收入為主之居民，在地產業若能藉由地方獨特的文化特質拓展其經濟領域，「地方文化產業」對於農村社區而言，不僅是一項極具開發力的經濟及文化資源，更為地方發展無可取代的文化觀光資源，具有延續地方傳統文化與凝聚社群共識、領域感、認同感等功能（辛晚教，2000）。因此，地方文化產業是一項強調「在地性」特質、「特有文化」意涵的地方產業。
本研究藉由農村地方產業文化化、農村地方文化產業化與農村地方文化產業逆向行銷之觀念，將農村特有之傳統產業變身成為農村地方文化產業後，利用長期與產業市場建立之交易關係，將農村地方文化產業循序漸進的推銷出去，進而達成對於供給市場的需求。本文將分為五個章節，以文獻理論基本蒐集回顧、案例介紹分析等，來探討農村地方文化產業行銷策略，透過「地方文化產業」、「逆向行銷」等概念，創造地方傳統文化的經濟價值，使地方居民產生對產業文化之認同心理，進而提升地方認同感與擴張在地產業文化之認知程度，達到地方整體經濟價值與文化厚植之目的。

關鍵字

地方文化產業 ； 行銷策略

並列摘要

As local cultural industry has high economic interest and advanced countries promote the local industry with reconstruction means, the ideas of local marketing, and industrial marketing, etc. has been put under stress over recent years. ”Marketing” is an important phrase of the 21(superscript st) century, and is widely applied to industrial fields. Emphasis has been put on marketing in rural local cultural industry formalising local marketing techniques as a result.. In turn, a vitalized marketing strategy n introduced to provide the ideal interaction between consumers and producers.
Yung Le, Puyan Hsiang of Changhua County, is a typical rural community, who's main industrial products are vegetables and rice. In recent years, because the importation policy of overseas agricultural products has opened up, the income of 80% of local residents has been greatly influenced. If local industry could exploit its economic interest with unique cultural characteristics, then ”local cultural industry” is not only an economic and cultural resource worthy of development but also a cultural tourism resource irreplaceable for local development of rural community. It has functions to succeed local traditional culture and gather community's concentration force, recognition, and identity, etc. (Hsinwanchiao, 2000). Therefore, local cultural industry embodies the meaning of ”Locality” and ”Unique Culture” and is now under stress.
Local marketing strategies in rural local cultural industry are mainly used to transform the traditional industry of rural villages into rural local cultural industry with studies on rural local cultural industry cultural industrialization, and industrial reverse marketing. By means of transaction relationships of industrial market establishment for long-term purposes, the rural local cultural industry can be marketed gradually to achieve the demands of market supply. There are four parts included in this study and the research if local marketing strategies in rural local cultural industry is studied with basic theories collected from documentation, case reviews, introduction, and analysis, etc. It is our expectations that the psychological identity of local residents can be sat up through concepts of ”Local Cultural Industry”, and ”Local Marketing” etc. created from economic value of local traditional culture. Nevertheless, local identity of rural residents can be upgraded, and local cultural industry can also be expanded to achieve the goals of integrated economic value and cultural planting. Our rural village can then be a place of sustainability and harmony for human living, it can be an ecological environment, and offer industrial production with a strong ”cultural” disposition.

並列關鍵字

Local Cultural Industry ； Local Marketing Strategy