台灣農業組織型農村酒莊發展過程之探討

Abstract

本研究的主要目的，是在整理並探討台灣農業組織型農村酒莊的發展過程。而本研究觀察到，某些由政府政策所輔導成立的農業組織型農村酒莊，其不論是在酒品的製造能力上，還是在地方的觀光帶動上，似乎都能夠透過一定的管道，以及自身能力的創造，達到一定的營運規模以及酒品成績，而此也儼然成為了台灣發展相關鄉村或製酒產業的一種新典範。對此，本研究挑選了八個具代表性的酒莊，分別是信義酒莊、大湖酒莊、埔里酒莊、車埕酒莊、霧峰酒莊、樹生酒莊、大安酒莊以及石圍牆酒莊，進行相關田野調查以及資料蒐集，並整理出了其產業發展以及技術學習的過程。 筆者發現政府的輔導措施以及酒莊本身所具備的條件與能力，是使這些酒莊能快速發展且具不同發展途徑的主要因素。其中在政府輔導政策的部分，其對於農業組織型農村酒莊的資金補助、技術輔導、固定比賽評鑑與開會以及行銷宣傳的幫助，是四個重要的措施；而這些由農業組織型所成立的酒莊，因為其具有第三部門的公益性以及營利性特質，所以也可以有效的得到發展過程過中所需的資源，讓酒莊可以順利的發展。 但是這些農業組織型農村酒莊又因為自身的條件以及能力的不同，而會產生了不同的發展途徑，包括其投入動機、製酒能力、觀光能力以及行銷宣傳方式等不同，可大致依觀光能力以及製酒能力來做區分，而產生了相輔相成型酒莊、酒品銷售型酒莊以及發展困境型酒莊三種發展模式。 透過這樣的了解與分析，也可以某種程度解釋了台灣農業組織型農村酒莊之產業發展情況，以及其具有不同發展模式的原因。

The main purpose of this research is to explore the development processes of village wineries established by Taiwan’s rural associations. According to this study, some village wineries have performed well in terms of improved wine-making and tourism capabilities, indicating that winery industry could be a promising development target for Taiwan’s rural regions. To understand the development processes, this research uses eight village wineries, including XinYi, DaHu, CheCheng, WuFeng, ShuSeng, BuLi, DaAn and ShiWeiQiang, as the study cases. The research findings suggest that the key factors contributing to the excellent performance of these village wineries are government’s assistance and winery’s capacity. As for government’s assistance, there are four essential elements: financial support, technology support, contest-holding and marketing support. As for winery’s capacity, this research argues that it is because that these wineries were established by rural associations with the third sector’s nonprofit and profit features, allowing them to obtain and mobilize required resources effectively and efficiently. Even though they are supported by the government and equipped with third sector features, these village wineries, however, still demonstrated different development trajectories. By using factors such as motivation, wine-making capability, tourism and marketing capability, this study further categorizes these village wineries into three development types.