影視作品對農業行銷的影響：以〈茶金〉為例

Abstract

本研究旨在理解影視作品對農業產業的跨領域影響力，以及此類文化行銷是否能成為臺灣茶葉產業永續發展的推動力量。本研究透過訪談法所揭示的《茶金》演員文化觀點，顯示影視作品確實具有啟動文化再認識的能力。演員在角色詮釋過程中重新理解茶葉文化，進而影響觀眾的文化想像，使茶產業不再只是農業經濟的一環，而成為具有歷史重量、文化厚度與跨界行銷潛力的文化象徵。雖然臺灣茶產業仍面臨產量小、品牌化不足與國際競爭激烈的困境，但透過影視作品與文化行銷的合作，仍有機會透過敘事、情感與文化意象的累積，重新建立臺灣茶在世人心中的位置。本研究以兩位演員的深度敘事為出發點，提供了文化傳播中「表演者視角」的重要證據，未來若能持續在此基礎上延伸，將能更完整描繪臺灣茶文化在當代影視與產業發展中的脈絡與可能性。基於上述發現，本研究並依體驗經濟（experience economy）的架構提出五項政策建議，主張影視作品的產業效益必須透過體驗設計與敘事接續，方能由文化關注轉化為實質的經濟成果。

This study, informed by the cultural perspectives of the actors in Gold Leaf revealed through interview methods, demonstrates that audiovisual works have the capacity to initiate cultural re-recognition. The actors' re-understanding of tea culture during the process of role interpretation subsequently influences the audience's cultural imagination, transforming the tea industry from merely an element of agricultural economics into a cultural symbol with historical gravity, cultural depth, and cross-sector marketing potential. Although the Taiwanese tea industry still faces challenges such as limited production volume, insufficient branding, and intense international competition, collaboration between audiovisual works and cultural marketing offers an opportunity to rebuild the position of Taiwanese tea in the world through the accumulation of narrative, emotion, and cultural imagery. By starting with the in-depth narratives of two actors, this research provides crucial evidence for the "performer's perspective" in cultural communication, which, if continuously expanded upon, can more comprehensively map the context and possibilities of Taiwanese tea culture in contemporary audiovisual and industrial development. Based on these findings, the study further proposes five policy recommendations grounded in the framework of the experience economy, arguing that the industrial benefits of audiovisual works can be converted into tangible economic outcomes only when they are extended through deliberate experience design and sustained narrative follow-through.