桃米生態村永續發展策略之研究

A Study on the Strategy of the Sustainable Development for Tao-Mi Eco-Village

陳瓔汝(Ing-Ju Chen)

指導教授 ： 陳瑾瑛

亞洲大學/管理學院/經營管理學系碩士班/碩士(2006年)

摘要

桃米社區在震災後以生態為主軸轉型發展，是目前台灣各社區營造中頗受矚目的個案。桃米生態村的經營，雖然也起於經濟上的理由，但它兼顧生態、社會、精神文化，追求社區之永續發展的理想，符合未來世界環境保育的潮流。所以，本研究之動機在從經營管理層面切入，探討桃米生態村永續發展的策略，除提供桃米未來的發展參考，也可做為其它社區發展的借鏡。
本研究採質性研究，藉文獻之歸納、分析及深度訪談相關人士，包括：農委會特有生物中心、新故鄉文教基金會、桃米社區發展協會幹部等，以達成本研究之目的:探討桃米生態村的「核心價值」及其影響；瞭解桃米生態村發展的關鍵因素；探討桃米生態村的核心競爭力，並提出其永續發展策略；最後，在結論中針對策略的核心環節──價值觀問題，歸納桃米生態村發展的意義與價值。
研究發現「核心價值」曾是桃米生態村發展的過程中，讓居民改變觀念與行為、維繫社區居民的主動參與、建立居民整體社區概念的最關鍵因素。而其核心競爭力就在「生態村」之獨特性的加強與堅持。桃米生態村的發展固然有多項優勢條件，但其打開知名度後，與大部分其他社區一樣，也伴隨而來有利益、分配問題。故現階段桃米生態村的「核心價值」的是否堅持與如何實踐，及桃米生態村組織、制度的重整是桃米目前最迫切需要面對的問題。本研究建議桃米生態村之永續發展的策略可採取：（一）堅持及深化生態為主的使命與目標，以強化市場區隔。（二）重視無形資產，以獨特品牌達成優勢競爭力。（三）強化人力資源的培訓、健全組織，擴大居民的參與。（四）以「藍海」代替「紅海」的合作策略。 （五）創新經營，創造吸引力焦點。針對策略的核心環節──價值觀問題，桃米生態村發展的價值與意義則可歸納為：（一）生態村是對的事，對的事要堅持；做對的事，永不嫌遲。（二）「核心價值」激發無限的可能。（三）天助自助，奠基真正的永續。（四）因時因地制宜，才是最佳策略。

關鍵字

生態村 ； 核心價值 ； 永續發展

並列摘要

After suffering from the earthquake in 1999, the Tao-Mi Eco-village had changed to ecology-driven development, which is one of the most attractive re-engineering communities in Taiwan. Although the venture of the Tao-Mi Eco-village resulted from economy concern, it took ecology, society, and spiritual culture into consideration to reach the idea of sustainable development and meet with the world tide of environment protection. Therefore, this study first examined the strategies of sustainable development from the managerial viewpoint, provide the Eco-village with not only the ideas of expansion in the future but also an example to the other communities in Taiwan.

By means of both the induction, analysis of literatures and the in-depth interview of those people with different backgrounds, including the Endemic Species Research Institution of Agriculture Committee, the New Homeland Foundation, the Tao-Mi Community Development Association, this study adopts qualitative method to achieve the purposes of research: to find out the Core Values and influences of the Tao-Mi Eco-village, to understand the key factors of its advancement, to uncover its primary competition, and bring up its perpetual advanced strategy. In the end, the conclusion puts a stress on the Value to bring on the meaning and worth of the Tao-Mi Eco-village growth.

According to the study, the Core Values were once the main characteristic of the progressive process of the village, which changed the ideas and behaviors of the residents, maintained their active participations, and established their perceptions of the entire community. In addition, the enhancement and insistence of its distinction are to be found as the prime competitiveness of the village. Along with its successful achievements and the advantages from the development, just like most of the other communities, the Eco-village has encountered the conflicts of interests. However, at this stage the most urgent problems to be resolved are how to insist on and implement its Core Values and how to re-engineer its organizations and policies. For the sustainable progress of the village, there are five recommended strategies: (1) Insist on and intensify the Eco-centered missions and goals, so that market segmentation can be strengthened. (2) Stress the importance of intangible assets, and achieve superior competitiveness with the unique brand. (3)Improve the training for human resources and integrate the organization to encourage the residents' participation. (4) Take a cooperative strategy of Blue Sea instead of Red Sea (5) Innovate the operations to attract consumers. In terms of the Value of the strategic prime point, the Value and Worth of the Tao-Mi are as follows: (1) The establishment of the Eco-village is a right thing which we should insist on. And it is never too late to do right things. (2) The Core Value inspires infinite possibilities (3) Self-Sustaining is basic to achieve real sustainable development. (4) The best policy is to keep flexibility to face problems and resolve them.

並列關鍵字

Eco-village ； Core Value ； sustainable development

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