| Summary: | 碩士 === 國立臺灣大學 === 生物產業傳播暨發展學研究所 === 103 === In contrast to the reduction of personal utility and economic benefits in the field of marketing management, this study clarified the factors that underlie the formation and development process of typical local foods, as well as identified the social network and action strategy involved. Based on the case study of “Guanxi Mesona,” this study used qualitative research methods to systematically explore the evolution process of typical local foods. As the study discovered, the consumer society had characterized Mesona as a common herb during the period of Mesona’s traditional property (before 1990). It was usually served as a cold food, which was well-received by the general public. Since the 1980s, large-scale plantation has begun in the Guanxi area. During the period of Mesona’s active transformation and innovation (1991 to 2000), not only did the traditional family herb become an ingredient for cold food that can be standardized for mass production, but what used to be consumers’ favorite summer treat also became a popular hot drink in the winter. During the formation period of Mesona as a typical local food (after 2001), Guanxi farmers’ association and merchants simultaneously adopted the supply chain strategy and extended territory strategy. In addition to the active commitments to Mesona product research, local food festivals like “Guanxi Mesona Festival” were also utilized to change local consumers’ health habits while obtaining their recognition. Overall, the development and significance of typical local foods do not follow a constant process. Instead, they are altered by differences in the actor’s time of involvement and adopted strategy. Among these factors, active production and consumption creation are especially the cornerstones that maintain typical local foods.
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