地方特色產業行銷策之研-以屏東縣三地門為例

A Study on Marketing Strategy of Local Characteristic Industry – Sandimen, Pingtung County as A Case

馬榮武(Ma, Yung-Wu)

指導教授 ： 丘昌泰

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2013年)

摘要

本論文以屏東縣三地門鄉地方特色產業為研究對象，其目的旨在針對三地門特色產業發展過程中，探討其相關影響面向、地方行銷策略運用及實證經驗研究，如何在地方特色產業中注入「創新」、「行銷」元素提供地方發展方向，並運用地方行銷為理論基礎，藉由文獻分析及深度訪談之研究方法，以瞭解輔導政策推動過程組織多元行動者(公部門、產業界、非營利組織)的夥伴關係及實際運作情形，檢視其內、外部環境之優劣勢、機會與威脅等SWOT分析，及地方特色產業5Ps行銷組合策略，包括產品定位、地點通路、促銷、政策及夥伴關係等，找出願景、市場定位、產業問題癥結與適合之行銷策略方案。另從國內、國外地方特色產業（OTOP）推動過程中汲取成功經驗，將所得發現，提供給相關單位作為政策推動之參考。
本研究發現：
一、國內外推動地方特色產業行銷策略可汲取之成功經驗-臺灣鶯歌燒品牌行銷，及日本與泰國相關推動作法。
二、三地門地方特色產業的優勢與機會2項。
三、三地門地方特色產業的劣勢與威脅4項。
四、欠缺明確共同願景及核心價值。
五、地方特色產業行銷策略5Ps（產品定位面、通路面、促銷面、夥伴關係面及政策面）之相關發現，並提出三地門地方特色六級產業與紮根發展策略雛型構想。
爰提出以下政策建議提供給相關單位作為參考如下：
一、對公部門：計有改變輔導方式為「由下而上」模式，以節省資源等10項。
二、對私部門：計有突顯地方特色、善用推廣策略等5項。
三、對第三部門（協會）：計有成立超然發展協會，扮演區域發展重要推手等2項。
四、共計17項建議。

關鍵字

地方特色 ； 三地門地方特色產業 ； 地方行銷 ； SWOT分析

並列摘要

This thesis aims to study on the local characteristic industry in Sandimen Township, Pingtung County. I will discuss in the development of the Sandimen characteristic industry, how the influenced dimensions, the application of the local marketing strategy, and the research on the practical experiences infuse the elements of “innovation” and “marketing” to show a direction for local development. On the theoretical basis of local marketing, I apply the research methods of document analysis and in-depth interview to understand the relationship of the multiple organization actors (the public department, the industry, the non-profit organization) and the practical operating condition in the process of carrying out the guidance policy. By examining the strengths, weaknesses, opportunities, and threats (SWOP Analysis) in the inner and outer environment and the marketing theory of 5Ps, I intend to find the prospect, the marketing positioning, the industry problem, and the proper marketing strategy in terms of the product/positioning, place, promotion, policy, and partnership. Besides, I also learn from the successful experiences of OTOP at home and abroad and offer my findings to the government authorities for reference in implementing the policy.
The study has found:
1. The successful experience in promoting the marketing strategy of the local characteristic industry at home and abroad can be modeled after: Taiwan Yingge Ceramic Brand Marketing and the related practices in Japan and Thailand.
2. Two strengths and opportunities of the local characteristic industry in Sandimen
3. Four weaknesses and threats of the local characteristic industry in Sandimen
4. The lack of the precise prospect and the core value
5. According to the findings in analyzing the 5Ps of the marketing strategy of the local characteristic industry (product positioning, place, promotion, partnership, and policy), I propose the preliminary concepts of the local characteristic six-grade industry and basic developing strategy.
The following are my suggestions on the policy for the authorities’ reference:
1. The public department: There are 10 items, such as changing the guidance mode to “from bottom to top” to conserve resources.
2. The private department: There are 5 items, such as manifesting the local characteristics and making good use of promoting strategies.
3. The third department (organization): There are 2 items, such as establishing an objective developing organization to play the important role of developing the area.
4. There are 17 items in total.

並列關鍵字

local characteristic ； Sandimen local characteristic industry ； local marketing ； SWOT analysis

參考文獻

司徒達賢，1995，《策略管理》，台北市：遠流。

鄭坤全，2008，《地方產業行銷之網絡治理分析：埔里鎮一、二級特色產業個案研究》，國立暨南國際大學公共行政與政策學系碩士論文。

蔡旺洲，2005，〈全球化趨勢下的臺灣博物館展望：整合型地方文化行銷策略〉，《博物館學季刊》，4：頁52-54。

李長晏，2005，〈組建地方策略性夥伴關係知合作機制〉，《推動跨域管理機制研討會》論文集。行政院研考會與中華大學行政管理學系主辦。

柯秋華、黃庭鍾，2010，〈地域活化模式之研究-以鶯歌鎮陶瓷產業為例〉，《長庚人文社會學報》，3-2：頁377-403。