台灣農會茶葉產銷治理問題與網絡－以南投縣為例

Abstract

農特產品本身即具有高度的地方性與特色，但農業科技的發展也使得農產業發展可以快速而有效的仿製。農特產品想保持兼具地方特色與全球競爭力，就必須結合強有力的行銷策略來引導整個產業的供銷發展，並且透過文化產業與服務業的專業能力提高附加價值與不可替代性，以保有地方與全球的品牌能見度與競爭力。 台灣的茶葉具有國際性的品牌知名度，也是外籍人士心目中最能代表台灣特色的文化禮品與商品。而南投縣的茶葉產量為全國第一，不僅茶葉品質優良、茶種特色多，茶葉產業的整體產銷體系也十分健全。其中，農會組織在整體茶葉產業的產銷網絡中，扮演著網絡連結與策略領導者的角色。本文透過地方治理、網絡治理、利害關係人等理論基礎，對南投的茶葉產銷網絡之治理模式進行個案研究，探討農會在茶葉產銷治理網絡中扮演的角色及功能，除了希望能夠探索台灣農會組織對農村、農業與農民的治理模式與網絡互動外，也進一步對台灣的茶葉或農特產品的產業發展提出反思與建議。

Agricultural products are highly local features, but the development of agricultural science and technology also makes the agricultural industry easy to be imitational. Agricultural products want to keep the both local features and global competitiveness, it must be combined with a strong marketing strategy to guide the development of the entire industry's production-and-trade system, and professional competence through local cultural industries and services to increase the added value and irreplaceable, and to retain the local and global brand visibility and competitiveness. Taiwan's tea products with the international brand awareness, but also the minds of foreigners who can best represent Taiwan's unique cultural gifts and goods. Tea production in Nantou County, the first in the country, not only tea quality, but also characteristics of varieties of tea, the tea industry's overall production and distribution system is also very healthy. Taiwan’s Farmer Association in the tea production-and- Trade network plays the role of the network links and strategic leader. In this dissertation, we elaborate governance networks in Nantou tea production-and-trade through local governance, network governance, stakeholder such as the theoretical basis of case studies. In addition to want to be able to explore Taiwan's agricultural organizational model of governance of rural areas, but also further draw the reflection and recommendations on Taiwan’s agricultural industrial development.