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| 研究生： |
簡心憑 Chien, Hsin-Ping |
|---|---|
| 論文名稱： |
對角聚落中的聯合目的地行銷 -以二林地區農村酒莊為例的個案研究 Collaborative Destination Marketing in a Diagonal Cluster - A Case Study of Rural Wineries in Erlin Area |
| 指導教授： |
王振源
Wong, Chan-Yuan |
| 口試委員: |
錢克瑄
Chien, Ker-hsuan 洪漢年 Fung, Hon-Ngen |
| 學位類別： |
碩士 Master |
| 系所名稱： |
科技管理學院 - 科技管理研究所 Institute of Technology Management |
| 論文出版年： | 2023 |
| 畢業學年度： | 111 |
| 語文別： | 英文 |
| 論文頁數： | 59 |
| 中文關鍵詞： | 葡萄酒產業 、葡萄酒莊 、聯合目的地行銷 、對角聚落 、農村產業 |
| 外文關鍵詞： | Wine industry, Collaborative destination marketing, Diagonal clusters, Rural industries |
| 相關次數： | 點閱：65 下載：0 |
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台灣的葡萄酒市場受到進口葡萄酒的主導。事實上，台灣的葡萄酒產業具備生產與國際水平相媲美的葡萄酒品質之能力，然而，受消費者刻板印象和產品曝光度較低等因素的影響，本地的葡萄酒品牌並不廣為人知。近年來，藉由政府推動的地方創生政策、地方協會對葡萄酒產業的重視，以及酒莊業者突破傳統思維的努力，葡萄酒莊與周圍產業合作，讓在地葡萄酒產業以旅遊目的地的身分進入潛在消費者的視野。其中，彰化縣二林鎮作為台灣葡萄酒莊密度最高的地區，在政府與地方發展協會的支持下，當地的農村酒莊聚落與周圍產業形成對角聚落，透過聯合目的地行銷策略成功塑造了該地的旅遊氛圍並提升酒莊業者的服務水平。目前針對台灣葡萄酒產業的行銷之研究甚少。本文以二林鎮酒莊為研究對象，透過深度訪談方法蒐集酒莊業者與地方協會代表的見解及詳細資訊，並以個案研究法進行整理與分析。本文旨在研究在地葡萄酒產業在地方層級的影響下，如何推動個體層級的葡萄酒產業發展。本文欲提供葡萄酒產業、傳統產業以及以農業為主的地區中各角色之間的合作帶來啟示，為未來農村產業的行銷策略、農業產業的聯合目的地行銷等相關研究提供線索。
The wine market in Taiwan is dominated by imported wines. In fact, the local wine industry in Taiwan produces wines of international quality. Due to consumer stereotypes and limited exposure, local wine brands lack widespread recognition. In recent years, through the government-led regional revitalization policies, local associations’ emphasis on wine industry, and efforts of wineries to break through traditional thinking, the local wineries have been collaborating with surrounding industries to position the region itself as a tourism destination for potential consumers. Among them, Erlin Township in Changhua County, with the highest density of wineries, has successfully created a tourism atmosphere. With the supports of government and local development associations, local wineries have formed a diagonal cluster with surrounding industries, successfully shaping the tourism atmosphere and enhancing the service level of winery operators through collaborative destination marketing strategies. At this stage, there is limited research on marketing in the local wine industry. This study focuses on wineries in Erlin Township, collecting detailed information from winery operators and local associations through in-depth interviews, and conducts a case study method for analysis. This study aims to explore how the regional level cluster influences the local wine industry development at the individual level. This study intends to provide insights for collaboration among the wine industry, traditional industries, and agriculturally focused regions, offering hints for future research on collaborative destination marketing strategies in the agricultural sector.
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