異地生根台灣味：台灣水耕蔬菜在泰國的技術移轉與市場形塑

市場長久以來在經濟學等脈絡下被當作一個既有的背景，少有研究直接針對市場本身之形成作分析，市場當中包含各項人與非人的行動者交互作用。本研究採用拼裝體assemblage概念探討市場之形成，不單純是經濟理性運作下固定的產物，而是在不同時期不同的時空背景下與社會網絡互動下的變動過程，而本研究亦特別提出除了政治與經濟因素外的影響性。台灣水耕農業技術世界知名且具有堅強的競爭力，目前輸出至東南亞亦扮演領導地位。本研究針對目前泰國曼谷的水耕蔬菜產業—來自台灣的最大水耕蔬菜商案例，探討台灣水耕蔬菜的市場為何能夠在泰國曼谷形成。台灣水耕蔬菜產品在泰國出現至占率最高的市場樣貌，而市場的形成事實上是經過不同階段下眾多異質因子所互動形構而成。初期，市場因子間彼此靠近，包括台灣水耕技術、泰國健康飲食趨勢，以及台商跨國投資，看似彼此毫無相關的因子，因為蔬菜的特殊物質性而彼此相互靠近。而在技術移轉後，市場因子在泰國當地受到偶發事件的因子影響，彼此產生連結，而凝聚成市場。最後，隨著市場不斷發展，早先促成市場凝聚的關鍵因子影響力漸弱，而新的因子如其他水耕供應商競爭者和台泰新政策等的加入，因而促成市場產生新的組合進而重組。本研究透過拼裝概念理解台灣水耕蔬菜在泰之市場形塑其動態即變化之過程，此外也特別強調偶發性因子的影響力。

關鍵字

市場化；水耕蔬菜；拼裝體；台商；泰國

並列摘要

Many studies regarding the meanings and the effects of market usually take the market as a “ready to be studied” background. Nevertheless, recent enquiries have also looked into the dynamic processes of a market formation. This research uses the case of a Taiwanese company, which has the largest market share in the Thailand hydroponics market place to address the formation and the following expansion of its market. Taiwan’s hydroponic agricultural technology has a strong competitiveness that is able to be transferred to Southeast Asia. As in the case of hydroponics vegetable, it has been a large market in Bangkok in Thailand for a long time. The formation of the market is actually shaped by the interaction of many heterogeneous factors at different stages. In the early stage, market factors including Taiwan's hydroponic technology, Thailand's healthy eating trends, and Taiwanese cross-border investment. Factors that were relevant to each other started to get closed because of the special materiality vegetables. After the hydroponic technology transferred, the market factors are affected by contingent event in Thailand. Gradually, they had connected to each other and become a market. Finally, as the market continues to develop, the key factors that contributed to the early market consolidation were weakening.Instead new factors such as new entrants to the market, new policies have contributed to the market's new portfolio and resassembling. This article analyzes the marketization with assemblage theory, and focus on the contingent factors apart from the structured political and economical ones. From the perspective of market formation as contingent assemblages, the market of Taiwanese hydroponics in Thailand is a complex and dynamic process that contains both human and non-human agents encountering at the unexpected space and time.

並列關鍵字

Marketization ； Hydroponic Vegetable ； Assemblage ； Taiwanese Businessmen ； Thailand

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異地生根台灣味：台灣水耕蔬菜在泰國的技術移轉與市場形塑

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