農村地方創生導入數位行銷之思維與實踐：雙鑽石模型觀點個案研究

The Study of Applying the Double Diamond Model into Regional Revitalization: Case Study about Enhancing Agriculture Digital Marketing Capability

社群媒體正夯，然農村在行銷概念、影音內容、製作技術皆較為匱乏，相關地方創生研究也較少針對強化農村數位行銷能力進行探討。本研究以「看見臺灣三星四季－農文共裕幸福農村」計畫進行個案研究，運用設計思考雙鑽石模型架構梳理地方創生導入數位行銷之歷程。本研究發現：1.農村創生過程需整合跨領域專業，觀察在地特色、訪談利害關係人，以了解地方優勢、盤點資源與辨識問題；2.推動農村創生可透過青銀共學機制整合外部資源，提昇數位行銷能力；3.農村創生引進數位科技創造顧客五感體驗，融合在地人文、物產、景點，激發想像空間與體驗機會；4.外部產學單位為地方創生共創協作者角色。本研究探索、定義、創造、執行階段，相關研究發現可供未來相關欲導入數位行銷之農村地方創生計畫參考。

The proliferating of social media caused impact in the marketing strategy, however, digital marketing capability hasn't sufficiently adopted by agriculture industry especially in many rural communities. In the recent years, while government advocate the Regional Revitalization, farmers especially in remote rural areas noticed they are relatively lack the capability in relation to marketing skills, producing audiovisual contents, and e-commerce ability. Also few studies have focused on the above issues. This study aimed to analyze how digital marketing concepts were introduced to promote rural revitalization and adopt the double diamond model to explore, define, create, and implement. A case study ＂Four Seasons in Sanxing Township project＂ was chosen as the research subject. The results of this study would help the future practices while implementing digital marking in rural areas.