從消費經驗評估客家產業政策的政策學習

The Policy Learning Evaluation of Hakka Industry Policy from Consumption Experience

由於我國整體產業結構改變，政府為活絡地方經濟、提高產業附加價值及創造地方就業機會，由相關部會針對其權責推動地方產業輔導計畫。本研究檢視以往研究發現多偏向單一地區的實證調查及供給面的觀點，且較少從民眾觀點評估政府輔導計畫的全國性調查。再者，有鑑於各類型地方產業在全國各縣市普遍推動，本研究試圖從政策學習途徑，以全國民眾為電話調查對象，了解地方產業及產品的消費經驗與政策評價，並聚焦於比較客家與非客家產業及產品消費者的觀點異同。研究發現，約有四分之一的受訪者最常接觸客家產業產品，超過半數的受訪者從大眾傳播媒體得知地方產品相關資訊，顯示類似地方產業政策均採取近似的宣傳方式。此外，從消費端的角度來看，促銷方式、地方特色、包裝設計、文化特色因素皆為購買地方產業產品的主要考量，顯示經濟部推動地方特色產業並獲致成效後，形成政策學習的效果，其執行策略後續受到推動不同類型地方產業政策的部會所參採，對於消費者亦產生相似的影響。建議政府部會可透過聯合行銷的方式加強民眾對於地方特色產業及產品的認知，亦可從文化特色強化地方特色產業的價值，以誘發消費意願。

The government has launched a series of guidance projects to stimulate the growth of local cultural enterprises. Through providing these projects and services for local feature industries and small community enterprises and assisting businesses in using existing resources with leisure and tourism events to develop and promote business features. It is also promoting business-type changes to raise the added value of products. The outcomes of such policy implementation not only directly affect the development of local industry and local economy vibrant, but also technology involved in these local traditions, culture, products, local identity and sustainable development. Its ultimate goal is to enhance the local people for the real estate degree of recognition and participation. The research attempts to evaluate the effectiveness of Hakka industry development from consumption experience perspective by utilizing telephone surveys to investigate the consumption reality. Questionnaire design includes local characteristics of the consumer products industry-related experience, including consumer products, consumer time, consumer motivation and so experience and product knowledge; and counseling for the local cultural industry policy evaluation. The research finds that the government and industries must focus on integrating and building government resource and finding special product or industry. That will improve the competitiveness of the local industry.