- 會議論文
以官田烏金與梨煙探討農業廢棄物再生轉型地方品牌策略之研究
The Strategy for Regenerating Agricultural Waste and Transforming Local Brand: Guantian Black Gold and Pear Smoke
摘要
面對人口老化、青年人口外移的現象日趨明顯，台灣城鄉發展失衡問題急遽加大，地方優質人才流失，已導致地方產業逐漸面對空洞化的危機，政府與地方發展如何因應此現象成為必要課題。而其中便有許多社區與企業以「循環經濟」為出發點，將地方特產之農業廢棄物再生發展成為商品，進而成功建立地方品牌。然而過去國內仍未有針對一級產業廢棄物再生轉型為地方品牌成功模式進行研究探討，故本研究以目前台灣成功轉型為地方品牌的案例為研究對象，探討農廢棄物再生轉型地方品牌過程，官方與民間企業扶植之相同、相異點與影響其品牌成功之因素。經歸納整理後本研究得出以下結論發現：（1）產、官、學、社區的協助是地方品牌成功建立不可缺的要素。（2）一開始看見問題並實際將想法執行的「人」是品牌發展關鍵。（3）與官方經營品牌相比，民間企業經營需較仰賴外部競賽、媒體資源增加品牌可見度，協助其行銷與發展。希冀本研究所統整之結果與建議，能作為未來地方農業廢棄物欲以循環經濟觀點切入轉型建立品牌，初期發展之參考與依據。
並列摘要
Facing the obvious phenomenon of aging population youth migration, the problem of development between rural and urban is rapidly increasing in Taiwan. The outflow of local exemplary talents has caused the hollowing out crisis. This becomes necessary issue for the government and local development. Among them, many communities and companies take "circular economy" as their starting point. To recycle the agricultural waste of local specialty products into commodities and successfully establish a local brand afterward. However, there is no research and discussion on the successful transformation of the primary industry waste recycling into a local brand in the past in Taiwan. Therefore, this study takes the current case of Taiwan's successful transformation into a local brand as the research object. To discuss the process of transforming agricultural waste recycling into local brand, the similarities and differences of the support between official and private enterprise and the factors to effect the success of their brands. With this study, the following conclusions are drawn. First, the assistance of industry, government, academia, and the community is an indispensable element for the successful establishment of a local brand. Second, "people" are the critical development for the brand who found the problem at the beginning and execute the idea eventually. Third, to compare with official brands, private enterprises need to rely more on external competitions and media resources to increase brand visibility and assist their marketing and development. The results and suggestions of this research can serve as a reference and basis for the person who wants to utilize agricultural waste to transform and establish a brand.