混血的咖啡、流動的資本－泰北孤軍93師咖啡根源與文化

本研究探討泰北孤軍「93師咖啡」的根源與品牌經營策略。93師軍隊指的是1961年中華民國政府在聯合國壓力下，將泰北地區的國民黨軍隊撤退回臺灣，然而，卻出現一批因為「不同原因」而滯留在泰北山區的殘餘國民黨軍隊，更廣為人知的指稱是異域孤軍。　　孤軍第一代從雲南遷徙到泰北的漫長過程極其艱辛，受到政治討論空間和媒體曝光等影響，這段顛沛流離的經驗普遍存在於臺灣社會對異域孤軍的集體記憶。第二代、第三代之後的孤軍後裔，在中華民國臺灣政府、泰國政府和各界民間組織援助下，生活環境條件逐漸獲得改善，擁有更多發展機會。　　本研究的主要報導人沈培詩，第三代孤軍後裔，承襲了剿共有功指揮官祖父沈加恩的榮耀，以泰北帕黨為起點，自產自銷93師咖啡品牌。透過訪談我看見沈培詩運用Pierre Bourdieu所指的文化資本、社會資本和經濟資本，來發展這個蘊含歷史痕跡的咖啡品牌，這三種資本也不斷在她身上積累和轉化。我也發現，一樣的咖啡商品，面對臺灣消費市場，沈培詩有意識地強調「孤軍後裔」的歷史根源，面對泰國消費市場，則是推廣其「精品咖啡」的特色，為此差異，我以Jean Baudrillard的符號消費概念，試圖去理解與分析沈培詩採取這兩種不同策略的原因，再透過訪問泰國人、泰北華人、曼谷華人和臺灣人等不同對象，探討他們的消費動機和意願，以驗證93師咖啡的市場策略是否可行。關鍵詞：孤軍後裔、93師軍隊、泰北咖啡、文化資本、社會資本、符號消費

關鍵字

孤軍後裔； 93師軍隊；泰北咖啡；文化資本；社會資本；符號消費

並列摘要

This study explores the cultural roots and business strategy of brand“93 Army Coffee”. The Kuomintang legacy's 93 army refers to the fact that in 1961, under the pressure of the United Nations, the Republic of China government withdrew the Kuomintang army in northern Thailand to Taiwan. However, a part of the Kuomintang soldiers stranded in the mountain of northern Thailand for “some reasons”. The long process of migrating the first generation of Kuomintang legacy's 93 army from Yunnan to northern Thailand was extremely arduous. Due to political discussion and media exposure, their turbulent story generally exists in the collective memory of Taiwanese society. With the assistance of the Taiwan government, the Thai government and non-governmental organizations from society, the second and third generations of 93 army descendants have gradually improved their living conditions and have more opportunities for development. The main character of this study, Liz Shen(沈培詩) who is a descendant of the third generation of Kuomintang legacy's 93 army. Liz Shen's grandfather Shen Jia-En(沈加恩) led the army to defeat the Communist Party. To commemorate this honor, Liz Shen's father Shen Qing-Fu(沈慶復) gives name ”93 Army Coffee” and planting coffee tree. They decide to develop coffee business from their hometown Doi Pha Tang in northern Thailand to worldwide. Through the in‑depth interview, I found that Liz Shen uses the cultural capital, social capital and economic capital of Pierre Bourdieu concept to develop her coffee business. The three capitals are also constantly accumulated and transformed in her. I also found that for Taiwanese marketing, Liz Shen consciously sales the historical origin of the Kuomintang legacy's 93 army, but, she particularly emphasizes the characteristics of “Specialty Coffee” in Thailand marketing. Is there any special consideration affect Liz Shen chooses different marketing strategy since the same coffee product? Based on Jean Baudrillard's concept of symbolic Consumption, I try to understand and analyze the reasons Liz Shen adopts these different strategies. And I interviewed Thai, Northern Thai Chinese, Bangkok Thai Chinese and Taiwanese separately to find out their consumption motives and willingness to verify whether”93 Army Coffee” marketing strategy is feasible. Keywords: Kuomintang 93 army descendants, Kuomintang legacy's 93 army, Northern Thai Coffee, cultural capital, social capital, symbolic consumption