全球化下地方文化產業營造之研究 －古坑咖啡產業個案分析

Abstract

本研究是以全球化與在地化、地方治理與消費文化理論等項的理論與 運用，企圖建構出「全球化下地方文化產業營造機制與發展邏輯」，做為全球化邊陲鄉村地區發展地方文化產業的參考，並以古坑咖啡產業個案分析來佐證。因此，本研究主要內容分為三大部分：第一部分為通案理論推演，藉由全球化與在地化辨證，點出為什麼要推動地方文化產業；再者，試圖藉由治理理論的宏觀視角，與較微觀的消費文化理論相結合，為地方文化產業作一全視野的觀察與詮釋。第二部分為古坑咖啡產業個案分析，藉由前述推演出的觀點來檢視，古坑為什麼要推動咖啡產業，古坑咖啡產業推動機制、古坑咖啡文化化等三項議題。最後則為結論與建議，提出現階段推動難題與解決對策，做為後續發展的建議。

This research utilizes theories of globalization, localization, local governance, and consumption culture to establish a theoretical application about how a local, cultural industry can create “the developing mechanism and logic under globalization”, which can be utilized as a reference for underdeveloped areas under globalization to develop their own local, cultural industry. This research utilizes the coffee industry in Kukeng as a case study and is split into three major parts. Part one is a comparative study on globalization and localization, which points out the reason one must develop its own local, cultural industry. Furthermore, this study attempts to combine a broad vision on governance theory with a detailed study on consumption culture to observe and interpret local, cultural industries. Part two utilize the view mentioned above to study the coffee industry in Kukeng, specifically on topics of the reason to promote its coffee, the promoting mechanism, and culturalization. Lastly, part three is the conclusion and suggestion to solve current promoting issues and push for further developments.