| Summary: | 碩士 === 國立臺中教育大學 === 區域與社會發展學系碩士班 === 103 === Chrysanthemum morifolium is now a synonym for Tongluo Township, Miaoli County. In this thesis, embeddedness theory, AFNs and the establishment of local food system are applied to examine the local development of the chrysanthemum morifolium industry. Research shows several results. First, China is the reason of success as well as failure. The large import of low-priced chrysanthemum morifolium from China resulted in a decline in the industry. However, since those chrysanthemum morifolium imported from China contained much pesticide, Taiwanese farmers began to develop high-priced, non-toxic chrysanthemum morifolium. Moreover, the rise in wage and the local festival of chrysanthemum morifolium are also key factors in the development of chrysanthemum morifolium industry.
Second, local embeddedness suggests that the growth of chrysanthemum morifolium is closely related to local natural environment and local knowledge. In addition, social embeddedness expresses that through the connection between inner and outer organizational networks as well as the establishment and interaction of trust relationship, one can promote the development of chrysanthemum morifolium industry.
Third, the alternative food network of chrysanthemum morifolium, in the form of “face-to-face,” accounts for 50% of the distribution channel, which is the annual chrysanthemum morifolium festival. In the form of “the proximate,” the alternative food network accounts for 35% of the distribution channel, mainly the local farmers’ association and Chinese medicine, tea shops. The “extended” form accounts for 15% of the distribution channel. The channel includes the wholesaler of Leezen and Homemakers Union with which cooperated since 2000, and etc. Among these forms, the common feature is to emphasize the brand and quality of chrysanthemum morifolium in Tongluo and to build the consumers’ trust to the production place, the producer, and the product.
Fourth, in 2002, through media, added with the element of tourism, the healthy image transformed again into the tourism image, Snow of November. By developing chrysanthemum morifolium industry, Tongluo has gained a good reputation as the home of chrysanthemum morifolium.
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