漁村結合文化創意應用於地區品牌之模式建構-以貢寮海女文化爲例

台灣四面環海，俗話説「靠山吃山，靠海吃海」。不同的環境孕育出不同的行業，因此台灣地區的漁業活動相當豐富。沿海地區的漁業發展聚落成漁村，但大部分漁村地處偏遠，人口逐漸老齡化，中青年勞動力外流，落後的交通與匱乏的就業機會，讓這些漁村正在逐漸沒落。然而如今漁村所面臨的問題不僅僅是經濟的落後，還有文化的流失。新北市貢寮社區還保留著全台僅存的海女，僅剩不到15位。本研究希望透過紥根理論的運用，整理出貢寮社區文化與特產相關資源，來探討新北市貢寮社區海女文化結合品牌再造文創市場的發現關需求，進而發現新北市貢寮社區文創轉型的相關要素，主要目的為： 1.整理出新北市貢寮社區的文化資源以及貢寮社區的特色。 2.瞭解貢寮社區的文化特色如何轉型成爲文創品牌。 3.瞭解新北市貢寮社區轉型文創品牌發展之步驟。 4.探討海女文化發展在地石花菜品牌的品牌建構模式。本研究透過文獻收集法、深入訪談法、行動研究法，找到貢寮地區獨特的在地漁村文化特色。從而活化新北市貢寮社區，吸引青壯年勞動力返鄉就業建設，改善新北貢寮社區的就業情形，提升與改善貢寮社區的經濟發展與知名度。關鍵詞：海女文化、貢寮社區、紥根理論、在地品牌

關鍵字

海女文化；貢寮社區；紥根理論；在地品牌

並列摘要

Taiwan is surrounded by the sea. As the saying goes, 」Rely on the mountains to eat the mountains,and rely on the sea to eat the sea.」 Different environments give birth to different industries, so the fishery activities in Taiwan are quite abundant. The development of fisheries in the coastal areas has become fishing villages, but most of the fishing villages are located in remote areas, the population is gradually aging, the outflow of young and middle-aged labor, the backward transportation and the lack of employment opportunities are making these fishing villages gradually declining. However, the problems facing fishing villages today are not only economic backwardness, but also cultural loss. The Gongliao community in New Taipei City still retains the only surviving female female in Taiwan, with fewer than 15 remaining. This study hopes to use service design to sort out resources related to Gongliao community culture and specialty products, to explore the needs of the new Taipei City Gongliao community’s maiden culture combined with brand re-creation of the cultural and creative market, and to explore the cultural and creative transformation of the Gongliao community Relevant elements,The main purposes are: 1. Sort out the cultural resources of the Gongliao community in New Taipei City and the characteristics of the Gongliao community. 2. Understand how the cultural characteristics of the Gongliao community transform into a cultural and creative brand. 3. Understand the steps in the transformation of Gongliao community in New Taipei City into cultural and creative brand development. 4. Discuss the brand construction model of the local stone cauliflower brand in the development of Haenyeo culture. This study finds the unique cultural characteristics of the local fishing villages in the Gongliao area through document collection method, in-depth interview method, and action research method. In order to activate the Gongliao community in New Taipei City, attract young and middle-aged laborers to return home for employment construction, improve the employment situation in the Gongliao community in New Taipei City, and enhance and improve the economic development and reputation of the Gongliao community. Keywords: Haenyeo culture, Gongliao community, Grounded theory, Local brand