鄉村農特產品的轉型與文化建構－以宜蘭金桔為例

Transformation and Cultural Construction of Typical Product －The Case of Yi-Lan Kumquat

黃逸毅(Yi-I Huang)

指導教授 ： 賴守誠

國立臺灣大學/生物資源暨農學院/農業推廣學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.03266

摘要

地方特產及文化節慶是台灣鄉村地區之重要發展趨勢。特產的文化意象近幾年透過政府以及生產者的建構，逐漸使特產的特性產生轉變，並且產生了更高的經濟價值。
本研究將以宜蘭金桔為例，以質性訪談的方式進行田野調查，並且以相關報紙報導的使用，探討特產在近五十年之間的改變，生產者以及行動者如何建構特產的特質。
台灣的地方特產從1950年代到現今產生許多變化，特產逐漸從外銷市場轉變為內銷市場。而特產的樣式也逐漸精緻化。特產不再只是提供人類基本的營養供給，而是具備了文化性的符號以及經濟性的價值。
在宜蘭金桔的例子中，透過宜蘭縣政府以及當地軍營在業務上的援助，並且支持了生產者的轉型計畫。農委會以及外貿協會則是提供技術以及資金，使生產者順利轉型。生產者在近期則是透過知名通路業者以及遊樂區的店鋪販售商品，強調產品的在地性以及正統性。建構產品以及企業的新形象，並且延伸出許多的新產品以及服務。生產者建構產品的品牌，使產品具有美學性，故事性以及地方性。

關鍵字

特產 ； 文化經濟 ； 宜蘭 ； 金桔

並列摘要

Typical product and cultural festival are the trends of the development of rural area in Taiwan. In recent years, the cultural image of typical product has been constructed by the government and the local producer. Through their effort, characteristics of typical product are transferred successfully and create higher economic value.
This research takes Yi-Lan kumquat as a case. By applying qualitative interview to conduct fieldwork and the related report from newspaper, to find out the transformation of specialty and how did producers and actors construct the characteristic of specialty in the last half century.
Since 1950s the typical product in Taiwan has transformed tremendously. The market of typical product has changed from export market to domestic market, and the typical product has become more and more delicate. The Typical product not only supports basic nutrition of human being but also contains the symbol of culture and the economic value.
In the case of Yi-Lan kumquat, the Yi-Lam county government and local military provide lots of support in sales and help producers to implement the transforming project. On the other hand, Council of agriculture and Taiwan external trade development council supply the technique and subsidy to which make them can transform smoothly. Recently, local producers try to emphasize the locality and genuine of the product by selling the specialty through some well-known retailer and shops in some famous showplaces. Furthermore, they want to build the new image for both the product and the enterprise and extend more new service and product. Producer has constructed the brand of typical product which made the product aesthetic, narrative and local.

並列關鍵字

Typical Product ； Cultural Economy ； Yi-Lan ； Kumquat

參考文獻

陳彥仲、葉益青、羅秀華，2006，《台灣的地方特產》，台北：遠足文化事業股份有限公司。

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