環保商品與數位行銷設計初探——以平溪地方創生為例

A Preliminary Study on the Design and Digital Marketing of Environmental-Friendly Products–A Case Study of Regional Revitalization in Pingxi

2019年行政院推動的「地方創生元年」，也代表台灣面臨人口失衡的危機，需透過政府協助和人民參與才能翻轉此局面。目前對地方創生需求較迫切的鄉鎮，大部分都出現人口外移及老化現象，也存在不易創造多元就業機會的困境，這些問題都不是少數地方的問題，而是大多數鄉鎮都必須面臨到的。而我們所處的新北市中平溪區是老化程度最高的鄉鎮，雖然平溪區設籍人口只有4733人，但其中65歲以上老人家就有1332人，占全區人口百分之二十八。在面對當地人口問題時，而我們也該思考如何在觀光產業多開發不同面向。吸引年輕人回來當地，也要讓人們最關心的環境問題上達到與地方的傳統達到平衡，期待兩者兼顧並且吸引人口回流。我們應以社區營造為基礎，聚集在地資源，打造出專屬於平溪區的地方特色，讓地方重新活絡，回歸以前的繁榮光景，搶救家鄉面臨可能消失的危機。

The ''First Year of Regional Revitalization'' promoted by the Executive Yuan in 2019 symbolizes that Taiwan is facing a crisis of demographic imbalance. It needs both governmental assistance and citizen participation to reverse this situation. At present, most of the towns and villages with urgent demands for regional revitalization have been experiencing population migration and aging, and also struggling with creating diversified employment opportunities. In fact, most towns and villages in Taiwan will face these problematic situations in the near future. Pingxi District of New Taipei City is the township with the severest case in population aging. Although the registered population in Pingxi District is only 4,733, there are 1,332 elderly people over 65, that is up to 28% of the whole district population. It is crucial to consider the diversity of tourism development when facing such local population problem. To attract young people moving back to such local districts, it is also necessary to balance environmental issues with cultural traditions. It is hoped that both environmental and cultural issues are taken into account for regional revitalization and young people are then willing to return. It is important to build on the basis of community construction, gather local resources, and create local characteristics exclusive to Pingxi District for the purposes of community rejuvenating, restoring its economic and cultural prosperity, and rescuing this township from the crisis of vanishing.