| Summary: | 碩士 === 國立臺灣師範大學 === 地理學系 === 95 === With globalization, inter-regional productive and marketing behavior becomes even more evident than ever; the research of agricultural geography, which emphasizes social and marketing connections, is centered on “flexible production” instead of “environmental elements.” In order to systematically clarify the complex inter-regional marketing economy all over the world, Gereffi, in 1994, broached the concept of Global Commodity Chain（GCC）and intended to observe the developments of all industries involved in the global network. However, the studies of GCC are mostly focused on either production industries or the commodities marketed globally. Based on the structure of GCC, this thesis intends to observe the local industries in Taiwan and to assess the possibility of improving local agriculture by means of discussing productive and marketing connections among local industries.
From the perspective of Global Commodity Chain（GCC）, this thesis cites “Yi-lan kumquat industry” as the principal sample among local industries, intending to discuss and observe the subject’s distribution, management, productive and marketing connections, and kumquat industry’s management transition with the liberalization of global market. The study indicates that the structure of kumquat commodity chain is “buyer-driven,” and the main facilitators are “processors and producers” that manage both production and marketing; that is, they exploit new marketing channels without suspending production, from which a right-ward smile curve can be detected in local industries.
And the facilitators also use “market control,” or the price, to make fruit farmers adjust to current circumstances, as regards operation and management, by adopting “diversification”（雜異化） and “extensive”（粗放化） --- the farmers aggressively exploit new marketing channels and operational modes for the produce, kumquat. The processors, on the other, gradually adjust their governance relations --- taking the “Sense of Place” marketing strategy and cooperating with fruit farmers --- in the hope that the surplus values may be returned to locality and a balance between production and marketing can thus be maintained.
With globalization escalating, local industries are confronting greater influences from “region;” and “regionalization” may be rendered much more evident by affiliating stronger “Sense of Place” into marketing strategies. Local industries strengthen a product’s “brand” by way of “local sense” and further market the brand nationwide. Whether the “brand strategy” can be as feasible in the international market remains a subject to be explored.
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