本研究係透過苗栗縣栗林薑麻園社區社區培力方案及行銷策略,來探討社區培力方案對農村再生政策的效果與影響。本研究主要探討社區培力對農村再生所帶來的效益,除理論之探討及日本實務經驗分析以外,希望透過此達到下列之目的: 一、透過農村再生的策略推動研究來理解農民的需求。 二、社區培力方案的推廣對在地農村社區的幫助。 三、社區培力方案的行銷對農村再生具體貢獻。 四、透過訪談瞭解我國社區培力方案成功的相關因素,期望對政策行銷的理論提出一些瞭解。 五、日本社區營造的經驗對我國的參考借鑑之處。 本研究以苗栗縣大湖鄉栗林(薑麻園)社區農村居民為研究對象,並訪談農政單位、民意代表、專業陪伴團隊、社區協會代表及社區居民等11位受訪者,研析出該社區現況及待改進之處,參與社區培力如何帶動整個農村社區的促銷,期望透過此研究找出最佳的行銷策略。 經由相關理論、文獻探討及訪談後主要結論及建議如下: 社區培力是以讓社區共同築夢再造農村社區新風貌,賦予社區賦權能力,即以人力資本為中心,來建構夥伴關係的網絡,並經由多方位行銷理念來達致永續發展境界,此外,經由培育優勢的核心能力、充分運用社會網絡及採用行銷策略來追求社區願景的實現,是當前時勢所趨。而且,為了達成社區的終極目標必須以再造社區新風貌、加強人力培訓手段、串連社區參與與聯盟及建立以客為尊導向的行銷策略為因應的對策。
The study is to explore the effect and influence of community empowerment on rural regeneration policies through community empowerment and marketing strategy of ginger garden at Lilin Village, Miao-Li County. The study mainly discusses the benefits enabled by community empowerment to village, in addition to a discussion on theory and analysis of practical experience in Japan, the study expects to achieve below purposes: I. To understand the needs of farmers through a study on the promotion of rural regeneration strategies. II. The assistance of community empowerment promotion on rural community. III. Tangible contribution of community empowerment marketing on rural regeneration. IV. To understand related factors which determine the success of community empowerment in Taiwan through interviews. V. The references of Japan’s experience in community building to Taiwan. Targeting community residents(ginger garden) at Lilin in Da-Hu Village, Miao-Li County, the study proceeded interviews with 11 interviewees from agricultural administration units, congress representatives, professional accompany team, representatives of community association and community residents to analyze current situation of that community and points to be improved, to participate in how community empowerment drives the promotion of entire rural community to expect to discover best marketing strategies through the study. In which major conclusions and suggestions through a discussion on related theories, literature review and interviews are listed as below : Community empowerment is to allow the community to jointly create dream to regenerate a new look for rural community, to empower the power to community, i.e., centering on manpower capital to construct a network of partnership to attain sustainable development through a philosophy of diverse marketing. Moreover, it is a general trend of the time to pursue community vision via acquiring advantageous core capabilities, fully utilizing social network and introducing marketing strategy. Also, in order to achieve the ultimate goal of community, we have to regenerate a new community look, reinforce means of manpower training, connect community to alliance participation and establish customer oriented marketing strategy as counter measures.
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