全球在地化的機遇,讓地方產業的發展不再只是傳統產業,特別是埔里鎮的地方產業,更應在優勢的自然環境、豐富的人文地景與多元的發展契機下,結合產業內外的資源與能量,為地方傳統產業帶來新的發展創意與活力。 因此,本研究主要以埔里鎮一、二級地方產業為研究範疇,先從「地方行銷」的分析觀點,針對具有發展潛力的傳統產業推動轉型,將地方產業行銷出去。經由SWOT分析後,擬訂適合埔里鎮地方產業發展之兩大願景,「推廣區域性農業之整體發展」,以及「輔導代表性工業之特色發展」,並提出地方產業行銷之具體策略。並從「網絡治理」的分析觀點,暸解與探討當中行為者之利害互動關係,藉由整合豐富多元的地方產業資源,使其具有再生與特色突顯的發展契機,從而建構適合於埔里鎮「地方產業行銷與網絡治理」的運作模式。 在一級產業的網絡治理上,將進行玫瑰花產業的個案研究,認為埔里鎮農會應確實對內整合農業,埔里鎮公所亦須發揮對外行銷農業的功能;而在二級產業的網絡治理方面,將進行埔里酒廠的個案研究,認為埔里鎮公所應與埔里酒廠建構出地方產業溝通對話的平台。透過對埔里鎮一、二級特色產業個案分析,期望對於埔里鎮地方產業的振興、觀光環境的開拓與文化藝術的發揚,能有所貢獻,並且展現出埔里鎮地方產業之特色與觀光活力。 關鍵詞:地方產業;地方行銷;網絡治理;特色產業
Glocalization is a chance for Taiwan region transform a new form development, which is combine internal and external advantage, for example natural environment, humanity, especially for PuLi local industry. For this reason, the thesis adopted “Place Marketing” and SWOT analysis viewpoint to research PuLi’s Primary and Secondary traditional industry mainly, and then to establish two main further scheme, “Promotion of regional agriculture development wholly”, as well as “Assistant with representative industry feature development” to be a “Place Marketing” concrete tactic. Beside, The Thesis also introduced “Network Governance” viewpoint to interpret and distinct the interest relationship between actors, it is help to construct a suitable model of “Place Marketing and Network Governance” for PuLi township. In the Network Governance of PuLi ’s primary industry, a case study of Rose industry. The research think that PuLi Farmer’s Association should be integrate agriculture sector and PuLi government strengthen the function of promote agriculture; In the Network Governance of secondary industry, a case study of PuLi Brewery. The conclusion of research is suggested that PuLi government and PuLi Brewery ought to construct a dialogue platform. After the case study of PuLi’s primary and secondary industry, the thesis hope to achieve the feature and tourism life in PuLi Township. Keyword: Local Industry;Place Marketing;Network Governance;Characteristic Industry