行銷農村社區產業—以南投縣國姓鄉社區發展協會的實踐經驗為例

本研究主要探討農村社區行銷社區產業，在宏觀因素的影響下如何發展、以及了解社區發展協會在其中所扮演的角色與功能，並採取質性研究之個案研究方法，以參與南投縣政府所推動之「社區產業行銷計畫」為研究個案，社區發展協會為研究對象，採取深度訪談作為資料蒐集的工具，進行質性資料分析來完成此項研究，期望藉由研究發現，提供社區產業有效的方法與知能給予想投入社區產業的農村社區。為了解社區發展協會在推動社區產業的實際經驗，以曾參與國姓鄉社區產業行銷計畫之社區、加上政府部門推動社區產業之承辦人員為受訪者共有13位，透過他們自身經驗的分享，彙整出以下的研究發現：一、對於社區產業意涵的再澄清，社區產業可從物質層面與精神層面來定義，特別是在精神層面的部分，主要是可以透過社區產業呈現社區之文化特色。二、無論政府部門、社區、輔導團隊等皆受到制度化的影響，容易將推動社區產業的價值放置於經濟效益的提升，而忽略社會效益。三、協力社區模仿領航社區推動社區產業的經驗，應著重於推動社區產業的模式與架構，而非推動社區產業的行為。四、輔導團隊須針對社區提供因地制宜的社區產業相關知識與技術。

關鍵字

社區產業；社區發展協會；宏觀行銷

並列摘要

This research focuses on how rural communities marketing community enterprise develops under the influence of macro factors, understands the role and function of community development associations in it and adopts the qualitative research method of case study. Taking participate in the "Community Enterprise Marketing Program" promotion by the Nantou County government as a research case, and the Community Development Association as the research object. In-depth interviews are used as a tool for data collection, and qualitative data analysis is carried out to complete this research. Through research findings, it is hoped that effective methods and knowledge of community enterprise can be provided for rural communities who want to invest in community enterprise. To understand the experience of the Community Development Association in promoting the community enterprise, a total of 13 respondents were interviewed from the communities who had participated in the Guoxing Township community enterprise marketing Program, as well as the case officer of the government departments to promote the community enterprise. The finding of research is summarized as following: 1.To clarify the meaning of community enterprise, community enterprise can be defined from the material aspect and the spiritual aspect, especially in the spiritual aspect, mainly through the community enterprise to present the cultural characteristics of the community. 2.Government departments, communities, consultant teams, etc. are all affected by institutionalization, and it is easy to place the value of promoting community enterprise in the improvement of economic benefits, while ignoring social benefits. 3.The cooperative community transplant the experience of the pilot community in promoting the community enterprise, and should focus on promoting the model and structure of the community enterprise, rather than promoting the behavior of the community enterprise. 4.The consultant team must provide the community with relevant knowledge and technology of the community enterprise according to local conditions.