A Study on Community Empowerment and Marketing Strategy of Ginger Garden in Lilin Community

• Main Authors: HUANG SHUSHENG, 黃淑盛
• Other Authors: Lin,Chung-Yi
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/46579501959419661572

碩士 === 國立臺北大學 === 公共行政暨政策學系碩士在職專班 === 99 === The study is to explore the effect and influence of community empowerment on rural regeneration policies through community empowerment and marketing strategy of ginger garden at Lilin Village, Miao-Li County. The study mainly discusses the benefits enabled by community empowerment to village, in addition to a discussion on theory and analysis of practical experience in Japan, the study expects to achieve below purposes: I. To understand the needs of farmers through a study on the promotion of rural regeneration strategies. II. The assistance of community empowerment promotion on rural community. III. Tangible contribution of community empowerment marketing on rural regeneration. IV. To understand related factors which determine the success of community empowerment in Taiwan through interviews. V. The references of Japan’s experience in community building to Taiwan. Targeting community residents(ginger garden) at Lilin in Da-Hu Village, Miao-Li County, the study proceeded interviews with 11 interviewees from agricultural administration units, congress representatives, professional accompany team, representatives of community association and community residents to analyze current situation of that community and points to be improved, to participate in how community empowerment drives the promotion of entire rural community to expect to discover best marketing strategies through the study. In which major conclusions and suggestions through a discussion on related theories, literature review and interviews are listed as below : Community empowerment is to allow the community to jointly create dream to regenerate a new look for rural community, to empower the power to community, i.e., centering on manpower capital to construct a network of partnership to attain sustainable development through a philosophy of diverse marketing. Moreover, it is a general trend of the time to pursue community vision via acquiring advantageous core capabilities, fully utilizing social network and introducing marketing strategy. Also, in order to achieve the ultimate goal of community, we have to regenerate a new community look, reinforce means of manpower training, connect community to alliance participation and establish customer oriented marketing strategy as counter measures.