台灣花卉產業軟實力之研究

我國目前以高科技、生物技術、綠能為主導性產業，然而許多傳統產業不但未曾受到時代的影響而淘汰，反而呈現蓬勃發展之氣勢，例如連鎖餐飲業、養生健康行業、各地文化產業等，皆因迎合大眾所需，而有長期成長的機會。由於大多數的研究都著重於高科技業，甚至於軟實力的探討也多著眼於主導性產業，因此本研究特將花卉產業的軟實力列為研究重點，而思為台灣花卉產業軟實力進行探索性之研究。本研究以非結構性訪談(unstructured interviews)及群體訪談(group interview)的方式，進行台灣花卉產業軟實力之探討。研究結果如下：台灣花卉產業軟實力在產業面有：(1)普及的花藝、插花班訓練；(2)產業的自我結盟機制；(3)產業的自治組織能發揮其創新創意；(4)花卉育苗及花種改良相關技術優良；在企業面有：(1)店面硬體之規劃：店面櫥窗之佈置、動線之設計、燈光之運用；(2)花卉品質控管；(3)顧客關係維護；(4)交貨準時；(5)花藝及插花技術。本研究並建議應開辦花藝正規教育體制、舉辦大型花卉活動及產銷制度之改良。

關鍵字

花卉產業；軟實力；花卉博覽會

並列摘要

The policy-oriented dominant industries in Taiwan are now high-tech, biotech, and green energy industry. This trend seems to be developed to maximize their harmful effect to the traditional industries. However, there has been a surge in the development of many traditional industries for cause of meeting local people needs, such as chain-store foods, health and nutrition professionals, and local cultural industries. This research hopes to find the soft power of flower industry for Taiwan to help review the conditions of. industry development while Taipei City Government holding 2010 Taipei International Garden and Horticulture Exposition (Taipei Int'l Flora Expo). On the other hand, we wish the academic domain pays more attention and the government allocates more resources to the flower industries. This study discusses soft power of flower industry for Taiwan. The results of this study are as follow: 1. In industry: (1) The popular of flower design and flower arrangement classes; (2) The intra-industry alliance; (3) The ideas and innovations from self-government organizations; (4) The techniques of nursery seedling and variety improvement; 2. In enterprises: (1) The design of a shop in hardware; (2) Quality control; (3) Customer relationships; (4) Delivers punctually; (5) The techniques of flower design and flower arrangement. On the other hand, researcher suggests that formal education system in flower design, more programs and activities of flower, and improvement of production and marketing system would be needed.

並列關鍵字

flower industries ； soft power ； Garden and Horticulture Exposition ； Taipei Int'l Flora Expo

國際替代計量

台灣花卉產業軟實力之研究

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