| 摘要: | 本研究以花生糖為主題，採質性研究及深度訪談法，進入桃園市龍潭區為田野範圍，以花生糖業者、地方耆老、文史工作者及政府部門為對象，訪談13名人員。藉以探討龍潭花生糖產業興起背景及與客家的連結性，研究中並以Michael Porter鑽石模型理論，探討產業現況及競爭力。研究發現，龍潭花生糖產業的興起，與世居於龍潭竹窩子客籍溫氏兩兄弟及其家族二代有緊密關連性。
1960~1980年代，龍潭花生糖產業鑲嵌於龍潭軍事人文背景中，並從凌雲崗靶場萌芽發跡。第一代溫朝宏先生（弟）早期以手作花生糖為業，是家族接觸花生糖產業的先行者，開啟家族及客庄產業之鑰；第一代溫朝鎮先生（兄）結合行銷通路並帶領家族成立龍潭第一家花生軟糖店鋪，開啟了家族及客庄產業之門；1990~2000年代，第二代溫氏業者以「香Q不黏牙」花生軟糖為產品特色亮點，透過行銷，打響「龍潭名產」名號；隨著2001年後，國家環境變遷，花生糖產業同時遭遇衝擊及面臨轉型升級的考驗，現今，產業結構中呈現兩極化的發展趨勢，地方產業仍待轉型。
研究建議：企業方面，建議業者注入外部人才及連結外部或政府資源協助轉型，持續研發相關屬性產品及開發文創紀念商品等。政府方面，建議政府整合跨局處資源，橫向連結並行銷客庄產業；成立專業扶植團隊協助客庄產業發展，並結合節慶、民俗活動及觀光景點，整體行銷客庄產業及伴手禮。建議後續研究者，以龍潭百年「德記油坊」為後續研究主題；或探討早期花生軟糖技術來源及與客家的連結性。
;This study centers on peanut candy and adopts qualitative research and in-depth interview. In the field study at the Longtan District of Taoyuan City, the 13 interviewees include the peanut candy dealers, local elders, cultural workers, and the government administrative sectors. Through the discussion on the rising background of the Longtan peanut candy industry and its connection with Hakka, the study has a discussion on the status quo and competitiveness of the industry in terms of Michael Porter’s Diamond Model Theory. The study has found that the rising of the Longtan peanut candy industry is closely related to the two Hakka Wen brothers, whose family has lived at Zhu Wo Zi, Longtan, for generations, as well as the two generations of the family.
From the 1960s to the 1980s, the Longtan peanut candy industry was inlaid in the military and humanistic background of Longtan and started from Lingyungang Shooting Range. The first generation Mr. Wen Chao-hong (younger brother) made a living by making peanut candy in the early days. He was the pioneer of the family in the peanut candy industry and turned the key for the family and the Hakka industry. The first generation Mr. Wen Chao-zhen (elder brother) combined the marketing channel and led the family to establish the first peanut soft candy shop at Longtan, opening the door for the family and the Hakka industry. From the 1990s to the 2000s, the second generation made “chewy, not stuck in teeth” peanut soft candy the special feature of the product. Through marketing, the brand of “Longtan specialty” gained its popularity. After 2001, as the environment in the country has changed, the peanut candy industry also encountered some hardship and faced the test of transformation and upgrade. At present, the development trend in the industry structure has gone extremes, and the local industry is desperate for transformation.
The study has made the following suggestions. Regarding the enterprises, it is suggested that the businesses should introduce the outer talents and connect the outer or governmental resources to assist the transformation and that they should continue to develop the products with the related attributes and the cultural and creative souvenirs. As for the government, it is suggested that the government should integrate the cross-sector resources, make lateral ties to market the Hakka industry, establish the professional team to assist the Hakka industry development, and combine the festivals, folk activities, and tourist attractions to have an overall marketing on the Hakka industry and souvenirs. The study further advises that the future researchers make “De Ji Oil Shop” the further research topic or have a discussion on the skill origin of the peanut soft candy in the early days and its connection with the Hakka culture. |
