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http://nhuir.nhu.edu.tw/handle/987654321/28844
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| 題名: | 青年返鄉翻轉地方產業之研究－以屏東小雨果黑金夢為例 |
| 其他題名: | A Study on the Turning over of Local Industry by Youth Returning Home--Take Pingtung Little Hugo Black Gold Dream as an Example |
| 作者: | 蘇淑茹
SU, SHU-JU |
| 貢獻者: | 國際事務與企業學系亞太研究碩士班
劉華宗
LIU, HUA-TSUNG |
| 關鍵詞: | 青年返鄉;地方產業;行銷策略;黑金夢
Youth returning home;local industry;marketing strategy;black gold dream |
| 日期: | 2021 |
| 上傳時間: | 2022-08-18 10:11:31 (UTC+8) |
| 摘要: | 屏東在過去三、四十年來主要以檳榔為最大經濟來源，近年因國人環境意識抬頭、健康因素考量，加上政府實施「不鼓勵、不輔導、不禁止」的政策，且在檳榔價格不穩定、前景不看好情況下，許多農民早已在檳榔樹下轉作其他經濟作物，尋找新的契機。本研究即以屏東「小雨果」經營者為研究對象，探討青年返鄉從事沒有經驗基礎的農業，藉由文獻探討及深度訪談等研究方法，了解小雨果的經營者，如何選擇不同於傳統產業的經濟作物種植、產品研發製作、品牌創立、經營現況、困境及未來的展望。本研究調查結果發現：壹、小雨果可可產業現況和品牌建立之研究發現 一、返鄉青年有家人的支持與陪伴是選擇返鄉務農與繼續留農的動力。 二、返鄉青年要夠創造出有別於傳統農業的耕作方式及對新興產業的熱忱，才能在地方產業上創造出自己的一片天。 三、返鄉青年在創業上常常是單打獨鬥，如果有青農團體的協助，在返鄉務農的創業上才能持久。 四、返鄉青年需要帶著有別於傳統社會的知識、方法及觀念重新投入地方農業，態度及心態很重要，態度及心態對了就對了。 五、青年返鄉創業，不論在產品的質感、價格、設計理念與品牌故事等，要有自己的風格，在開發產業上要有創意與創新，才能實現夢想。貳、小雨果可可產業經營與行銷之研究發現 一、為了永續經營，產品種類還要多樣性；產品與品牌的命名要好記、且具有特殊性與故事性；包裝要精緻、有創意，還要有自己獨創的風格。 二、在價格的制定上，獨創且與眾不同的「三佰元定律」，不以削價競爭的方式獲得消費者的認同。 三、經營者在行銷產品通路上，運用多角化經營，以服務滿足多元的顧客需求，同時行銷產品的特色，以建立優質的形象。 四、經營者在推廣行銷上，認為必須要把握每一次的機會去增加產品的曝光率；只有做出口碑，產品能受人肯定，就能順利推廣產品。 五、經營者的領導風格、專業知能、爽朗的個性、燦爛的笑容等，都是推動品牌成功與否最關鍵的因素指標。
In the past three or four decades, betel nut has been the main source of income in Pingtung. In recent years, due to the rising environmental awareness, health considerations, the government's policy of “no encouragement, no guidance, no prohibition”, and the unstable price of betel nut, many farmers have already planted other cash crops under the betel nut tree to seek new opportunities. This study takes the operators of “little Hugo” in Pingtung as the research object to explore how the young people without experience basis return to their hometown to engage in agriculture. Through literature review and in-depth interviews, this study aims to understand how the operators of “little Hugo” choose cash crop cultivation, product R & D and production, brand creation, business status, difficulties and future prospects that are different from traditional industries. The results show that:First the research findings of cocoa industry status and brand building in Little Hugo1、The support and company of the returned youth's family is the driving force for them to choose to return to their hometown and continue to stay in agriculture.2、Returning young people should be able to create farming methods different from traditional agriculture and have enthusiasm for new industries. Only in this way can they create their own sky in the local industry.3、Young people returning to their hometown often work on their own. If they have the help of young farmers' groups, their business in hometown can we be sustainable.4、Returning youth need to bring knowledge, methods and ideas different from those in traditional society to re-enter local agriculture.5、Whether in the quality, price, design concept and brand story of products, young people who return home to start their own business should have their own style. Only with creativity and innovation, can they realize their dream in career.Second, the research findings of cocoa industry management and marketing in Little Hugo 1、In order to maintain sustainable operation, the variety of products should be diversified; The naming of products and brands should be easy to remember, which has particularity and story; The packaging should be exquisite, creative and with unique style.2、In price setting, the original and distinctive “three hundred dollar law” wins the recognition of consumers instead of price cutting competition.3、In the marketing product channel, the operators use diversified strategy meet the diversified customer needs, and at the same time, market the characteristics of products to establish a high-quality image.4、In the promotion and marketing, operators think that they must seize each opportunity to increase the exposure of products; Only by making word-of-mouth, the product can be affirmed, and the product can be promoted smoothly.5、Managers' leadership style, professional knowledge, bright personality and bright smile are the key factors to promote the success of the brand. |
| 顯示於類別: | [國際事務與企業學系(亞太研究碩士班,公共政策研究碩士班,歐洲研究碩士班)] 博碩士論文-亞太研究碩士班
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