古坑咖啡傳奇-地方品牌化之分析

Abstract

自1994年起，國家推動社區營造政策，倡議「文化產業化，產業文化化」以來，嘉年華活動風起雲湧，特別在農委會「一鄉一特產，一鎮一特色」政策引導下，各地興起產業結合文化與觀光的活動。古坑鄉位於雲林縣東南邊境，以農產竹筍、柳丁聞名，在九二一地震後，經歷地方的重建，2003年雲林縣古坑鄉推出臺灣咖啡節，立即打響古坑咖啡的名號，迅速累積地方象徵性資本，同時亦促成新觀光地景的形成。

以古坑鄉為個案，乃是關注地方獨特性如何建構，地方社會行動者如何塑造地方品牌的意象，以回應農村發展停滯的危機。本研究試圖以商品迴路的途徑，詮釋地方產業的發展，將商品價值創造放置於迴路的觀點，分析壟斷地租的創造。古坑咖啡商品是壟斷性宣稱下的產物，反映出地方社會以符號論述，獲取利益。越強調獨特性與真實性，越容易產生矛盾，混進口豆事件，破壞平衡的商品迴路關係。為了汲取壟斷地租，地方社會需要持續不斷地創造商品的意義，因此創造“混合”咖啡的新論述，以作為品牌化地方的新策略。在符號價值的創造上，古坑鄉雖居於領先優勢，然而臺灣其他咖啡產地亦在崛起，古坑咖啡的壟斷地位已面臨威脅。From 1994, holding festival activities to promote local industry has been a trend for local governments in Taiwan. Kukeng is a rural township in the southeast of Yunlin. In the past this place was known for it agricultural products, such as bamboos and oranges. After the September 21 earthquake in 1999 and Typhoon Nari, central government, local authority and local community all plunged into the reconstruction. After"Taiwan Coffee Festival" in 2003, Yunlin's Kukeng has synonymous with Taiwan's coffee industry. In recent years coffee has turned the farming town into a well-known tourist destination. The local community created a place with collective symbolic capital to attract tourists.

In the perceptive of commodity circuit, Kukeng's Coffee industry should be discussed the sign value. This article will analyze the process that how the commodity values are created. In order to make monopoly rent, social actor creative authentic and hybrid discourses. In this way, the devices of branding place are practiced. But other place of Taiwan also follow Kukeng, the number one status of Taiwan Coffee has confronted a challenge.