本研究透過網絡治理與產業行銷的觀點,探討國姓鄉公所過去針對咖啡、鹿茸、枇杷等三大產業的行銷策略。筆者透過田野調查與對於公所過去的相關文獻資料整理中,對於公所過去所辦理的地方特色產業行銷策略進行分析了解,並彙整過程中公所如何連結相關行為者,形成各項產業行銷的治理網絡,共同推動國姓鄉的地方特色產業行銷工作。 本研究發現,國姓鄉公所推動產業行銷的主要策略為:先評鑑後行銷,優先透過建立評鑑分級制度,將農特產品進行品質分級後,再推動行銷活動,以增加消費者對於國姓鄉農特產品的品質信心與購買意願。在評鑑與行銷活動的推動上,由於公所資源有限,因此在各項行銷活動的推動上,公所皆需透過外部不同行為者的協助,爭取外部資源協助辦理相關活動,而爭取外部資源的過程中,政治黨派因素佔了重要的影響因素。本研究透過對於國姓鄉公所推動地方特色產業行銷的論述分析,期望提供相關經驗給予有意推動地方特色產業行銷的其他鄉鎮市公所進行參考。
In this study, by "Policy Marketing" and "Network Governance" point of view, to understand the marketing strategies of coffee, antler and scorpion in Guxing Township. The aim of this study is to explore the specific network governance model for Marketing Local Specialty Industry in local government. The results of this study consequently, included: (a) First, established the rule of evaluation for Local Specialty Industry. (b) Secondly, linked resource by local enterprise and central government. (c) Finally, Holding festivals and marketing activities. Additionally, the key point in this study is the “Political Problems”, and the most of local governments affected by the former key point in Taiwan.