Aboriginal

Art

/Flower

/SPA

/ 台 東 縣 太 麻 里 地 區 特 色 產 業 輔 導 成 果 專 刊 /

Counseling&Achievement Report of Characteristic Industry,Taimali Area, Taitung County

當千禧年的第一道曙光灑落，台東縣太麻里自此受到世

人注目，除了為人所熟悉的地名外，她還有一個更美的

名字：「日出之鄉」；長期居住在此的原住民則稱她為

「太陽照耀的肥沃之地」。太麻里，一個蘊藏無盡寶藏

的地方，也是台灣最美麗的後山。

這座令人無限驚喜的後山，有讓民眾流連忘返的自然景

觀與豐富的農產資源，此外還有許多融合當地特色的工

藝產業。為了讓觀光資源與地方產業特色結合，以促進

當地經濟及產業發展，本處於民國96年委託輔導團隊-財

團法人中衛發展中心，以本區特色「原藝」－令人驚艷

的原住民工藝，「花、湯」－當地盛產的花種及金崙溫

泉為主題，進行地方特色產業相關的輔導計畫。輔導過

程中辦理課程及觀摩活動增進業者的經營能量；針對業

者之商品、經營場域空間進行形象改善及推廣；辦理產

品展售及推廣活動，導入媒體宣傳資源以提高產業知名

度，逐步讓太麻里地區的特色產業發光發熱，進而帶動

周邊觀光休閒，為擁有豐沛觀光資源的太麻里注入一股

新的氣息與動力。

未來本處將以這些特色做為永續發展的目標，我們衷心

期盼太麻里在經過專業及創意的推廣與業者共同努力

下，一天比一天璀璨，一年比一年更光耀奪目。

經過三年計畫的推行，我們樂見台東縣太麻里地區的特

色商店漸漸走出自己的路，本處特將輔導成果集結成

冊，希望能將這些經驗與更多人共享。

處長序

經濟部中小企業處處長

2序文

Taimali has made itself known to the world ever since the �rst gleams of the millennium were cast

over this small township in Taitung County. Besides her commonly known name, she also has a

beautiful nickname, Village of Sunrise; the native residents like to call her “the fertile land in

the sun.” Taimali, a place full of natural treasure, is indeed the most beautiful back mountain in

Taiwan,too.

In this amazing back mountain, in addition to its enchanting natural landscape and abundant

agricultural resources, you will �nd a cra� industry incorporating local specialties. To make tourism

resource will be combined with specialty industry and promote the local economy, In 2007, the

SMEA consigned the Corporate Synergy Development Center to implement a guidance plan related

to local feature industries based on the themes of “Aboriginal Arts”, representing the beautiful

aboriginal workmanship; and “Flowers and Hot Springs”, representing the local �ower species and

Jinlun Hot Spring. During the implementation of the guidance plan, courses and exchange programs

were offered to promote the abilities of the operators. Other aspects, such as image improvement

and promotion of operators’ products and business locations; marketing and promotion of

local products; and an introduction on media resources and advertisement to increase industrial

awareness; have all gradually driven the local industry of Taimali to blossom and enhanced the

tourism and leisure businesses in the surrounding locations. All in all, a new force and energy has

been injected into Taimali, a township gi�ed with rich tourism resources.

In the future, SMEA will continue to pursue the goal of sustainably developing these features. It

is hoped that Taimali Township will �ourish more and more each year under the professional and

creative promotion as well as the e�ort of many business operators.

A�er implementing the Guidance Plan for three years, we are glad to see that the specialty stores in

Taimali have gradually achieved success. SMEA has gathered together all the achievements under our

guidance in this booklet, in order to have the honor of sharing this wonderful experience with more

people.

Director General

Robert Lai,Ph.D

Director General’s Message

光芒萬丈太麻里

當夢想揚帆起飛

1

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看見日出之鄉 – 太麻里地區簡介See the Village of Sunrise – Introduction to Taimali

不吃不可的好味道 – 當地物產介紹Must-eat Foods – Local Specialties

原來太麻里這樣玩 – 當地景點介紹

What to Do in Taimali – Tourist Attractions

12 蛻變的開始-計畫緣起與目標Beginning of the Transformation – Origin and Goal of the Plan

13 行動改變一切 – 實施策略及方法Action Matters – Strategies and Methods

16 歡喜迎接豐收時刻 – 執行成果Reap the Rewards – Our Achievements

18 台東縣中小企業服務中心 吳秀花小姐的話Message from Ms. Hsiu-Hua Wu, SMEA Taitung Service Center

19 按圖索驥找店去 – 特色商店導覽圖Store Searching – Store Map

20 敞開大門迎接你 – 輔導商家簡介

The Door Is Open for You – Introduction to the Stores

Radiant Taimali

築夢踏實的夢想家The Down-to-earth Dreamers

When Your Dreams Take off– Introduction to the Stores

Contents

目錄

4

光芒萬丈太麻里Ra d i a n t Ta i m a l i

天色甫亮

淡白的曙色微露在

東太平洋的海岸

一望無際的粼粼波光

正與山峰間的晨曦　相互輝映

交錯成　一幅最動人的黃金風情畫

At dawn,

W hen the white beams peep at the eastern r im,

The twinkl ing waves on the immense Paci f ic Ocean

Ref lect the awakened mountains a long the shore,

Composing a beaut i ful golden landscape.

1

光芒萬丈太麻里

6

看見日出之鄉－太麻里地區簡介 See the Village of Sunrise – Introduction to Taimali

第一道曙光灑落，太麻里的山頭覺醒了，被原住民稱

頌為「太陽照耀的肥沃之地」的她，總是讓世人無垠

驚豔。

古稱「朝貓籬」「大貓狸」的太麻里鄉位於台東縣東

南沿海，北以知本溪與卑南鄉為鄰，南與大武鄉及金

峰鄉相接，西依中央山脈，東傍太平洋，地形南北狹

長，除沿海平原外，全鄉多為山地。由於所在位置特

殊，太麻里不僅是各路旅人的歇腳處，更是個民族大

熔爐，其組成有排灣族、阿美族、魯凱族、外省籍、

閩南及客家等六個族群。加上土質優、陽光足，當地

的農特產更是為人所津津樂道，其中以太峰高山茶、

釋迦、金針及洛神花最為有名，在品嚐美食的同時，

還可一邊欣賞原藝、一邊浸泡在天然的金崙溫泉中，

準備好享受「原藝花湯」的美好了嗎？背起行囊，說

走就走！

When the first gleams of dawn illuminate the peaks, Taimali (meaning the “fertile land in the

sun” in the aboriginal language) never ceases to amaze people.

Formerly known as “Jhaomaoli” and “Damaoli,” the township is located on the southeast

coast of Taitung County, neighboring the Jhihben Creek and Beinan Township in the north, Dawu

Township and Jinfong Township in the south, the Central Mountains in the west, and the Pacific

Ocean in the east. The long and narrow terrain, running north to south, mostly consists of hills,

except for the plains along the coast. Because of its special location, Taimali is not only a rest place

for travelers from all directions, but also a melting pot of six ethnic groups: the tribes of Paiwan,

Amis and Lukai, the mainland Chinese, the Southern Fujianese and the Hakka. With fertile soil

and abundant sunlight, Taimali offers some of the most popular agricultural specialties, such as the

Taifong high mountain tea, sugar apples, daylily, and roselle flowers. Tourists can enjoy delicious

foods, appreciate aboriginal arts or bathe in the Jinlun hot springs. Are you prepared for a trip that

offers art, flowers and hot springs? Get your backpack. Let’s go!

看見日出之鄉－太麻里地區簡介 See the Village of Sunrise – Introduction to Taimali

不吃不可的好味道－當地物產介紹 Must-eat Foods – Local Specialties

1、金針：在海拔約1,100公尺的金針山上，由於地勢高、溫度低、濕度大，因此栽種出來的「澄黃

忘憂草」可說是口感絕佳、質豐味香。當8-9月盛產之時，鄉公所亦會辦理金針花季活動，將太麻

里獨特的金色之美與更多人分享。

Daylily flower: At an altitude of 1,100 meters, these “yellow flowers”

grown on the Daylily Mountain are tasty and fragrant thanks to their

habitat’s high terrain, low temperature and high humidity climate.

During August and September, the peak of the har vest season, the

Township Office organizes events to share the unique golden beauty of

daylily blossoms with the public.

2、釋迦：要吃釋迦，到太麻里就對了！生長於太麻里各地的釋迦，由於甜度高達21度以上，因此

吃起來果實碩美、口感絕佳，更重要的是甜而不膩的滋味，總會讓人想一嚐再嚐，而品種眾多的選

擇（如：傳統種、軟枝種、大目種、都蘭種、鳳梨釋迦）也是當地釋迦人氣遙

遙領先的秘訣喔！

Sugar apple: When it comes to sugar apple, Taimali is the place to

be! The average sweetness level of the sugar apple here is at least 21 SE

(sucrose equivalent), and the pulp is especially plump and delicious.

What’s more, it is sweet but light so you can never have too much. Its many

varieties (e.g., traditional line, soft branch, big eye, Dulan, pineapple sugar

apple, etc.) are also why it has easily beaten its counterparts in other regions.

3、洛神：有著深紅色花萼的洛神花，主要產於太麻里大王村、北里村、香蘭村、金崙村、多良村

的平地及山坡上，經濟價值頗高，其花、根、種子皆可利用，因此成為當地主要的農產品，曬乾後

不僅可泡煮飲用，亦可加工製成蜜餞、果汁。

Roselle f lower : The f lo wer with a deep red calyx mainly grows on

the plains and hillsides of Dawang, Beili, Sianglan, Jinlun and Duoliang

Villages. It has high economic value (the flower, root and seeds can all be

used) and has become the primary produce in the area. The dry flowers

can be brewed in hot water to drink, or be processed like preserved fruit or

juice.

光芒萬丈太麻里

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原來太麻里這樣玩－當地景點介紹 What to Do in Taimali – Tourist Attractions

1、三和海濱公園

從遠處便可看到的大型海馬立牌是三和海濱公園最引

人注目的正字標記，位於三和村台九線旁的公園為一

典型農漁村，園內有多項充滿藝術風味及兼

具休閒功能的遊樂設施，其中用來風力發電

的風車景觀更令人有如置身荷蘭，往海的方

向走去，由觀景台上望出的太平海風光更讓人心

情也跟著開闊起來。臨鄰在公園旁為太麻里定置網魚業的上岸港口，如果正巧在早上八點

半或下午四點半來到此處，不僅可以看到魚船搶灘上岸，耳邊傳來的叫賣聲更是體驗討海

人生活的最佳時機。

1. Beach Front Park, Sanhe：The large seahorse sign, which can be seen from far off, is one of the most noticeable

characteristics of Beach Front Park, Sanhe. Located in a typical farming and fishing village by Provincial Highway

9, the park has many entertaining facilities which combine arts with leisure. Among them, the power-generating

windmills give you an exotic feeling, like being in Holland. When overlooking the seascape of the Pacific Ocean

from the observation platform, you will find your mind broadening as well.Adjacent to the park is a port where

Taimali’s set-net fishery operates. If you happen to come here around 8:30 a.m. or 4:30 p.m. you will see boats

coming ashore and hear vendors hollering. This is the best time to experience the life of fishermen.

2、原住民發祥地

往南迴公路三和村路旁的斜坡上，矗立著一塊以紅字

寫著「卑南族發祥地」的石碑，相傳該處是原住民祖

先最早登陸的地點。卑南族人代代相傳著這麼一個故

事：祖先們就是從太平洋漂流至三和村後落地生根，

並在此繁衍後世子孫。沿著蓊鬱樹林中的石梯拾級而

上，一面閱讀發祥地現場設立的卑南族遷徙說明、遷

徙紀念圖、卑南族紀念碑文等，不知不覺中也讓人對

台灣原住民的遷徙史也有了更進一步的認識與體會。而為了表達對祖先的追思，知本及建和兩社

的卑南族人亦會於每年四月到此地祭拜先人，以提醒自己不忘追本溯源。

2. Birthplace of Indigenous Peoples：On the hillside by the road leading to the South Link Highway and Sanhe Village

sits a stele marked in red: “The Birthplace of the Puyuma Tribe.” Tradition has it from generation to generation that the

location was where the Puyuma ancestors first set foot; they came across the Pacific Ocean and settled in Sanhe Village to

raise their offspring.You can walk up the stone stairs in the lush woods and read the Puyuma tribe’s migratory history, map

and inscription to learn more about Taiwan’s indigenous peoples. The Puyuma people in Jhihben and Jianhe Villages gather

here every April to pay respect to their ancestors and remind themselves never to forget their roots.

3、千禧曙光紀念園區

順著太麻里火車站前的曙光大道往前走，盡頭是海天一色的台九線海邊，在西元2000年1月1日，

這裡是迎接21世紀第一道曙光的地方，亦是將太麻里推向國際的重要轉捩點。自千禧年之後，鄉

公所每年皆會在此舉辦跨年晚會暨迎曙光活動，邀請大家共同體驗充滿希望的一剎那，據說能看

到新年首道光芒的人，未來一年將會好運連連。由於日出時間會隨季節及氣候而改變，出發前可

先參考中央氣象局的日出表，或者詢問當地人亦是不錯的方式，最重要的是－「早起的鳥兒有蟲

吃」，可別因貪睡而錯過光芒萬丈的一刻喔～

3. The Millennium Memorial Park：Go down Shuguang Boulevard

in front of Taimali Train Station and you will see the beach beside

Provincial Highway 9, where people greeted the first dawn of the

21 century on January 1, 2000 and made Taimali first known to the

world. Since then, the township office holds a New Year party every

year to celebrate the first dawn of the New Year with good wishes for

all. It is said that people who see the first gleams of the New Year will

have good luck during the year. Because the time of sunrise varies

with seasons and climate, it is suggested that you check out the

sunrise forecast by the Central Weather Bureau or ask the locals. But, most important of all, get up early: “the early bird

catches the worm” as the saying goes, so do not oversleep and miss the glorious moment!

4、金針山休閒農業區

夏天到了，金針山上的人們忙碌起來了，忙著欣賞滿山澄黃的搖曳生姿，忙著在門前門後舖曬

一地金針，這是日出之鄉中最令人動容的角落。

原名太麻里山的金針山，由於盛產該作物而易名，為台灣東部金針三大產地之一，總種植面積達

110公頃左右，在民國90年被規劃為「金針山休閒農業區」。除了7-10月的金針花季外，1-3月的

櫻花、杏花季、4-6月的繡球花、野百合季等等皆是親自感受山中之美的大好時機，不僅花海世

界引人入勝，變化多端的雲霧山嵐、入夜後唧唧蟲聲和星象觀測更是不容錯過的野趣體驗。

4. Daylily Mountain Leisure Farm：Every summer, people in the Daylily Mountain become very busy: some enjoy the golden,

swaying flowers on the mountain and some spread daylily in their front and back yards. This is the most touching corner of the

“village of sunrise.”

Daylily Mountain, originally known as Taimali Mountain, is named after the crop in this area. Although the planting area, about

110 hectares, is not as large as it used to be in the early days, it is one of the three main fields of daylily in eastern Taiwan. In

2001, the area was planned as “Daylily Mountain Leisure Farm.” People can enjoy the beauty of different flowers almost all

year round, such as daylily between July and October, cherry and apricot blossoms between January and March, and hydrangeas

and wild lilies between April and June. In addition to the enchanting flora, the changeable clouds and mists in the mountains, the

chirps of insects and twinkling stars in the evening create a fantastic experience in the wild that you should not miss.

原來太麻里這樣玩－當地景點介紹 What to Do in Taimali – Tourist Attractions

5、金崙觀光溫泉

被群山環繞的金崙溫泉，自古以來便是排灣族人的露天浴場，邊泡湯，邊遠眺他山的部落、溪谷

的風光，一派愜意可謂是信手拈來。當地水脈蘊藏量豐富，是個尚未完全開發的野溪溫泉，加上

此處多劃編為原住民保留地，因此它到今日仍保存著完整的原始風貌。此外其腹地廣達300餘公

頃，加上豐富的文化特色及地緣關係，交通部觀光局將其列管為全國4大溫泉示範區之一，並輔

導成立「金崙溫泉觀光發展協會」，且已完成區內道路闢建、溫泉共同管線埋設、設置觀景平台

及週邊綠美化等基礎建設，未來如能妥善規劃開發，金崙溫泉發展潛力可說是倍受期待。

5. Jinlun Hot Spring：Surrounded by mountains, Jinlun Hot Spring has been an open-air bathing spot for the Paiwan tribe

since ancient times. You can enjoy the hot spring and overlook other tribal villages and valleys at the same time, feeling

relaxed and comfortable. With abundant water sources, the hot spring located in a reserve for aboriginals has not been fully

developed and therefore still retains its original appearance. Additionally, the area of over 300 hectares with rich culture

and good geographical features is regulated by the Tourism Bureau as one of the four hot spring models in the country.

The Bureau also set up the Jinlun Hot Spring Tourist Development Association and built roads, joint hot spring pipes and

observation platforms, along with greening of the natural environment. If it is well organized and developed, Jinlun Hot

Spring is expected to have great potential.

如何前往太麻里 How to get to Taimali

◎北上路線：沿臺一線（屏鵝公路）接臺九線（南迴公路）進入屏東縣枋山鄉、獅子鄉

後，經由臺東縣達仁鄉、大武鄉，即可抵達。

N o r t h w a r d ： Prov i n c i a l H i g hway 1 (P i ng -E H i ghway ) → P rov i n c i a l H i g hway 9 (Sou t h L i n k H i ghway ) → en te r F angshan Townsh i p and Sh i z i Townsh i p o f P i ng t ung Coun ty → pass Da ren Townsh i p and Dawu Townsh i p o f Ta i t ung Coun ty → a r r i v e Ta ima l i Townsh i p .

◎南下路線：1、沿花東縱谷接往臺9線，經由臺東縣池上鄉、關山鎮、鹿野鄉、卑南鄉，

即可抵達。

2、沿花東海岸接往臺11線，經由臺東縣長濱鄉、成功鎮、東河鄉、臺東市，

即可抵達。

Southwa rd：1.Follow Hua-Dong Longitudinal Valley → Provincial Highway 9 (South Link Highway) → pass Chishang Township, Guanshan Township, Luye Township, and Beinan Township → arrive Taimali Township

2.Follow Hua-Dong coastline → Provincial Highway 11 → pass Changbin Township, Chenggong Township, Donghe Township and Taitung City → arrive Taimali Township

光芒萬丈太麻里

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築夢踏實的夢想家T h e D ow n - to - e a r t h D re a m e r s

一個對土地充滿熱情的團隊

一群對家鄉滿懷壯志的人們

一千多個日子以來

雙方從素未謀面　相識　相惜

到合作無間的絕佳默契

他們讓1+1不只等於2的奇蹟

在太麻里的山頭　　綻放璀璨

A team of exper ts who are pass ionate about this land

A group of people who are ambit ious for their hometown

O ver 1,000 days

They went f rom unfamil iar i t y to understanding

And formed successful par tnerships

One plus one does not necessar i l y equal two

The mirac le g l i t ters on the mountain peaks of Taimal i

2

築夢踏實的夢想家

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蛻變的開始－計畫緣起與目標 Beginning of the Transformation – Origin and Goal of the Plan

地處國境之東的太麻里，蘊藏著豐富的自然

資源，並擁有濃厚的人文色彩，然由於產業

輔導資源有限，使得當地業者的規模及經營

屬性與西部地區之產業聚落型態差異頗大，

為有效運用政府資源，進而達到經營轉型與

產業提升之目的，經濟部中小企業處在專案

執行過程中，以該地區之金峰鄉與太麻里鄉

之合法中小企業經營業者為輔導核心，透過

六大項的實施策略及方法，賦予太麻里地區

新的生命力，並期待「原藝花湯」成為日昇

新故鄉的代名詞。

Taimali, located in eastern Taiwan, is rich in both natural resources and culture. However, due to the government’s limited

resources for industrial guidance, the business scale and style in the east are very different from those in the west. In order

to effectively utilize the resources and achieve the goal of transforming business operation and upgrading the industry, the

SMEA has chosen small or medium legally-established businesses in Jinfong and Taimali Townships as the target group to

receive guidance. It is hoped that through the six strategies and methods, Taimali will be reinvigorated, and that “Aboriginal

Arts, Flowers and Hot Springs” will become representative of the new Village of Sunrise.

融 合 藝 術 創 新 休 閒滿 足 觀 光 購 物 需 求

鮮 明 商 品 主 題展現日昇故鄉產業新丰采

台東縣日昇新故鄉．原藝花湯產業展丰采

New Village of Sunrise - new charm of aboriginal arts, flowers and hot springs

加 強 業 者 商 品 機 能提 升 經 營 服 務 品 質

Upgrade product function and service quality

Clear commodity themes; unfold the charm of the Village of Sunrise

整 備 在 地 資 源 能 量培 養 永 續 經 營 能 力

Integrate local resources; cultivate the ability to ensure sustainable development

Combine arts with leisure; meet the needs for shopping and traveling

▲「原藝花湯」計畫目標簡圖 Goals of the “Aboriginal Arts, Flowers and Hot Springs” Project

蛻變的開始－計畫緣起與目標 Beginning of the Transformation – Origin and Goal of the Plan

行動改變一切－實施策略及方法 Action Matters – Strategies and Methods

1、提升經營體質

在發展潛力多元化的太麻里地

區，由於各業者經營型態與規

模不一，且需求亦大不相同，

因此我們採取「個別輔導」及

「政府資源訊息全面提供」之

雙軸策略，三年來我們辦理經

管訓練課程、進行個別訪視及

診斷、辦理小型製造業合理化

輔導，並轉介政府輔導計畫資

源，期望透過個性化的輔導，

以增強商家的競爭性。

1. Upgrade operating abi lity：In Taimali , where development potentia l is diversif ied, the sty les , scales and

requirements of businesses also differ. Therefore, we adopted the strategies of “individual guidance” and “the full

provision of government resources and information.” During the past three years, we offered training classes on business

operation, individual interviews and diagnoses, reasonable guidance for small manufacturers and referred them to other

government-guided projects, in the hope of enhancing their competitiveness by means of individualized guidance.

2、強化產品加值

在太麻里默默耕耘的商家們，個個身懷絕技、擁有十八般武藝，

但因為樸實的天性，讓他們創作的商品與外界相比，明顯因為缺

乏包裝過後的精緻感，而難得到消費者青睞，有鑑於此，我們導

入商業包裝設計資源（設計聯合提袋／製作各家ＤＭ及包裝禮

盒）、辦理國內產業觀摩活動及地方工藝產品開發，並導入產品

故事化開發，以期為產品加值，讓產品一躍成為具強烈市場性格

之商品。

2. Enhance adde d value：Many of the store owners in Taimal i are ac tua l ly

ver y sk i l l fu l and versat i le . But because of their s imple nature, their creat ions

h a v e h a d a h a r d t i m e c o m p e t i n g w i t h o t h e r c o m m o d i t i e s o n t h e m a r k e t ,

d u e t o l a c k o f s p e c i a l i z e d p a c k a g e s . T h e r e f o r e , w e i nt r o d u c e d c o m m e r c i a l

package des igns (universa l handbags/store DMs and g i f t packages) , organized

indust r i a l exchange ac t iv i t i e s , de ve lop e d lo c a l handicraf t s and int ro duce d a

s tor y-sty le product development . Al l of these measures were des igned to add

extra va lue to the products so that they are more compet it ive in the market .

築夢踏實的夢想家

14

3、擴大通路建置

遠在台灣東半部的後山，因為地理因素，所以總會讓人不小心忘了她的

多采多姿，為了讓當地的原味工藝走出來，尋找適合的販售點以提高商

品能見度，為現今商家迫切需要的協助及期待，因此相關團隊應用三年

的輔導期程，以循序漸進的方式擴大商家的販賣通路，其中包括製作產

業觀光導覽手冊及會員聯合商品型錄、參加國內外商品展售活動、設置

聯合展售據點等方式，此外為因應宅經濟時代的來臨，網路行銷及線上

購物機制亦是商家拓展市場的新式良方。

3. Expand distribution channels：The charm of the back mountain in eastern Taiwan tends

to be forgotten due to its distant location. Therefore, finding suitable points of sale to raise

commodity exposure is the most urgent need and the expectation of the stores. During the three years, the guiding teams gradually

expanded the stores’ distribution channels, including publishing an industrial travel guide and joint product catalogs, participation

in sales shows at home and abroad, and setting up joint sales points . Additionally, in response to the era of stay-at-home shopping,

building online marketing and shopping mechanisms also offer new approaches for the stores to expand into new markets.

4、整合行銷廣宣

相較於西半部媒體產業的發

達，如何運用最特別且最有效

的方式將消費者的目光聚焦至

太麻里，在這其中扮演關鍵角

色的莫過於成功的行銷廣宣，

為了讓民眾改被動為主動，

我們設計了主題遊程及試遊活

動：結合產業業者與台東景點、特色業者，以開放角度讓遊客

進入台東；一方面亦鼓勵商家主動出擊：參加OTOP產品行銷活

動（96年於馬來西亞OVOP／總統府前廣場展售；97年於新光三

越展售／台中世貿「愛用國貨展售會」／98年台灣尚好禮展售

會），其他還搭配常見的行銷手法：如宣傳網站的建置與維護、

辦理媒體廣宣活動等等，並製作原藝花湯成果專刊，以多向整合

的方式，發揮小預算立大功的效應。

4. Integrate marketing and promotion：Unlike western Taiwan where the media industry is prosperous, successful

local marketing and promotion play a key role in directing consumers’ focus on Taimali in the most special and effective

way. On one hand, we organized a theme tour and a trial trip by combining stores, specialty industry and scenic spots

to invite tourists to Taitung; on the other hand, we encouraged the stores to take the initiative by joining OTOP product

marketing events (i.e., Malaysia OVOP and a fair in front of the Presidential Office in 2007; a fair at Shin Kong Mitsukoshi

Department Store and “Domestic Goods Fair” at Taichung World Trade Center in 2008; and Taiwan Gifts Fair in 2009).

Aiming for a bigger effect on a small budget, we also integrated common marketing approaches, such as building and

maintaining a promotional website, conducting media promotions, and publishing the “Aboriginal Arts, Flowers and Hot

Springs” achievement brochure.

5、營造場域空間

對於到太麻里旅遊的消費者而言，與商家

們的第一次親密接觸，在踏入店內的那一

刻便拉開序幕，加上本區位於交通及觀光

的節點，如能營造出適合該店的場域空

間，使消費者感到安心舒適，即可提高其

購買意願，因此我們除了針對各店規劃場

域空間規劃與佈置外，亦推出商店環境5S

現場改善輔導、規劃遊客產業諮詢服務中

心、共同標章設計及形象推廣等措施，以

達到改善店內業績之目的。

5. Improve space and image：To the consumers who travel to Taimali, the first contact with the stores starts when they

cross the threshold of the store. Because the area is right at the hub of transportation and tourism in Taitung, consumers are

more willing to purchase goods if they feel at ease inside the stores. Therefore, we aimed to increase their sales by helping

the stores with space planning and decorations as well as 5S environment improvement. A tourist information center was

set up, and shared logo and image promotion materials were also designed to increase sales performance.

6、永續機制發展

三年的成果並不代表結束，而是另一階段的開始，為了讓輔導期間的相關技術、經驗、人脈等資

源不隨著輔導結束而劃下句點，我們定期召開會議建立輔導機制，透過會議的溝通，建立廠商與

輔導單位的溝通管道，以確切了解業者實際需求；一方面業者亦可及早適應輔導作業，在強化其

觀念的同時，亦同步培育永續推動的觀念，在一來一往的良性互動中，達到事半功倍的效果；並

將三年間的結果編集成冊，以做為業者及地方產業之推廣模範。

6. Facilitate sustainable development：The three years’ achievement does not mean the guidance is over; instead,

it is the beginning of another phase. In order to pass on the skills, experience and network, as well as to understand store

owners’ actual needs, we met regularly to set up a guidance mechanism and a communication channel between the store

owners and the guiding agencies. This way, the store owners can adjust their procedures according to the guidance as soon

as possible, while cultivating the concept of sustainable development, so that they can achieve the utmost effect through the

positive interaction. The results from these three years of guidance were compiled into a book as a reference for promoting

other businesses and local industry in the future.

築夢踏實的夢想家

16

主軸 工作項目 執行成果

提升經營體質

強化產品加值

擴大通路建置

整合行銷廣宣

營造場域空間

永續機制發展

辦理經管訓練課程 共計 ６場次 1８小時

進行個廠商別訪視及診斷 專家診斷 10 家次；報告書 10 份

轉介政府輔導計畫資源 ８案

導入商業及包裝設計資源

共12式(包括申請設計資源/聯合提袋/各家DM協助)

導入產品故事化開發 2 式，共 3000 份

國內產業觀摩活動 3 場次， 各 2 天 1 夜

辦理地方工藝產品開發 8 式

製作會員聯合商品型錄 2 式 各 10,000 份

產業觀光導覽手冊 1 式 3000 份

設置聯合展銷據點 共設置 4 點

參加國內外展售活動 5 場次

參加 OTOP 產品行銷活動 5 場次

原藝花湯成果專刊製作 1 式 500 份

產業專屬網站更新與維護(123遊太麻里)

1 式

設計主題遊程及試遊活動 2 場次，各２天１夜

辦理媒體廣宣活動 全國性媒體 2 則 ; 活動規劃 1 場

商店環境 5S現場改善輔導 1 場次；顧問輔導 2 次；報告書 1 份

共同標章設計及形象推廣 1 式

場域空間規劃與佈置 10 家次

召開會議建立輔導機制 22 場次

其他應配合之工作項目 6式(包括參訪高捷招商說明會、產業聯合識別標示牌、塑造英語環境等)

Strategy Tasks Implementation

Upgrade operating abilityEnhance added value

Expand distribution channelsIntegrate m

arketing and promotion

Improve space and im

ageFacilitate sustainable developm

ent

Update and ma inta in the promot iona l webs i te(ht tp : //123ta ima l i . com)

Organ ize t ra in ing c lasses on bus iness operat ion 6 c lasses , 18 hours in tota l

10 stores d iagnosed ; 10 repor ts

8 cases

12 designs

(incl. design resource application/ universal handbags/ store DMs)

2 examples ; 3 ,000 cop ies in tota l

3 sess ions ; 2 days 1 n ight each

8 p ieces

2 cata logs ; 10 ,000 cop ies each

1 gu ide ; 3 ,000 cop ies in tota l

4 po ints

5 fa i rs

5 events

1 brochure , 500 cop ies in tota l

1 webs i te

2 t r ips ; 2 days 1 n ight each t r ip

2 repor ts by nat iona l med ia ; 1 event

1 sess ion ; 2 consu l ta t ions ; 1 repor t

1 sty le

10 stores

22 meet ings

Conduct ind iv idua l in terv iews and d iagnoses

Refer the stores to other government-guiding projects

In t roduce commerc ia l package des igns

In t roduce story-sty le product deve lopment

V is i t domest ic indust r ies

Deve lop loca l hand ic raf ts

Pub l i sh jo in t product cata logs

Pub l i sh an indust r i a l t rave l gu ide

Set up jo in t sa les po ints

Jo in domest ic and overseas fa i rs

Jo in OTOP product market ing events

Organ ize a theme tour and a t r i a l t r ip

Conduct med ia promot ions

5S store env i ronment improvement

Des ign a shared logo and image promot ion mater ia l s

P lan and decorate store spaces

Conduct meet ings to set up a gu id ing mechan ism

Other tasks 6 tasks ( inc l . v is i t ing Kaohs iung Rap id Trans i t Corporat ion´s bus iness so l i c i ta t ion br ie f ing ,mak ing jo in t indust ry ident i f i ca t ion s ign , and estab l i sh ing an Eng l i sh-f r iend ly env i ronment)

Publish“Aboriginal Arts, Flowers and Hot Springs＂achievement brochure

歡喜迎接豐收時刻－執行成果 Reap the Rewards – Our Achievements

當夢想揚帆起航 W h e n Yo u r D re a m s Ta ke o f f

拿自然的恩賜為畫筆　

以對祖先的敬仰當顏料

十顆努力的心

用著自己的方式　豐富這裡的表情

當熱情開花結果

結實累累的甜美豐碩

將是太麻里最歡愉的禮讚

Use nature ’s g i f ts as brushes

And respect for the ancestors as paint

Ten hard-working hear ts

Animate the express ion here in unique ways

W hen the enthusiasm blossoms

The plump, sweet f rui ts

W il l be the most joyous ce lebrat ion of Taimal i

3

歡喜迎接豐收時刻－執行成果 Reap the Rewards – Our Achievements

2 0 0 9年1 0月

來太麻里可以這樣玩 What to do in Taimali

★文化之旅：太麻里車站－羅沙原住民工作室、櫻谷服飾坊、拉灣工作坊－原住民 發祥地－三和海濱公園

Cultural trip：Taimali Train Station > Luo Sha Aboriginal Studio, Ying Gu Clothes Store,

La Wan Studio > Birthplace of Indigenous Peoples > Baech Front Park,Sanhe

★生態之旅：綠野香踪植物精油專賣店－青山休閒農場－金針山休閒農業區

E c o t r i p ： Greenfield Nature Aroma Essential Oils Store > Ching Shan Leisure Farm >

Daylily Mountain Leisure Farm

★休閒之旅：千禧曙光紀念園區－後山傳奇美食館－歷坵原藝工作坊－金崙泡湯 （富之山泉民宿、遠山功夫浴場）

Recreational trip：The Millennium Memorial Park > Taitung Cate Legend Restaurant > Li Chiu

Aboriginal Arts Studio > Jinlun Hot Spring (Fu Chih Shan Hot Spring and

Homestay, Yuan Shan Kungfu Spa)

當夢想揚帆起航

18

台東縣中小企業服務中心

吳秀花小姐的話

Message from Ms. Hsiu-Hua Wu, SMEA Taitung Service Center

一直想把太麻里的美好介紹給更多人知道，配合目前政府所推行的「一鄉鎮一特色」計畫，我開始

認真思考：何謂太麻里的在地特色呢？在這個關鍵的時刻，我找上了中衛發展中心，希望透過更多

的外在力量，發掘這個地方的可貴之處，於是「原藝花湯」的概念就這麼萌芽了：運用太麻里特有

的原住民工藝、盛產花種及金崙溫泉向外發聲，並積極尋找各界業者一起參與此活動，針對業者不

足的地方加以補強，並改變他們對產業經營的想法，三年來我們從陌生、衝突、磨合以致於融合，

我們讓更多人知道：其實他們並不寂寞。更令人感動的是：許多業者的第二代也在這段期間紛紛加

入經營的行列，這讓我堅信：原藝花湯的故事，從現在才正要璀璨開始。

I have always wanted to introduce the beauty of Taimali to more people. As the government launched the “One Town

One Product” project, I started to contemplate this question: What is special about Taimali? At this crucial time, I

contacted the Corporate Synergy Development Center, hoping that with more support, we would be able to find the

answer to this question. Then we came up with the idea of “Aboriginal Arts, Flowers and Hot Springs”: based on the

aboriginal crafts, local flowers and the Jinlun hot spring, which are the outstanding features of Taimali. We then looked

for store owners to participate in this project. We fortified where they were weak and changed their ideas about business

operations. Over the last three years, we have gone through a lot together, from unfamiliarity and conflict to adaptation

and integration. We let more people know that they are not alone. What is more moving: many of the second generation

of the owners started to join us during the period of guidance. This makes me firmly believe that the story of “Aboriginal

Arts, Flowers and Hot Springs” has just begun.

金 崙 溪

太 麻 里 溪

知本車站

三和車站

太麻里車站

香蘭車站

金崙車站

南迴公路

唐太蘭山

尖山

斗里斗里山

密老老山

杷宇森山

方屯山

那保山

太麻里山

taimali stream

Mt.Tangdalansan

Mt.Taimalisan

Sanhe Station

Taimali Station

Sianglan Station

Jinlun Station

Jhihben Station

Mt.Jiansan

Mt.DouliDoulisan

Mt.Milaolaosan

Mt.Payusensan

Mt.Fangtunsan

Mt.Fangtunsan

jinlun stream

South Link Highway

金 峰 鄉 Jinfong Village

太麻里鄉 Taimali Village

A

E

CD

4

5

3

12

G

J

B

I

F

H

2 0 0 9年1 0月

按圖索驥找店去

特色商店導覽圖Store Searching-Store Map

　商家位置 Store Site

A.部落工房 Formosa Tribe Handicrafts House

B. 後山傳奇美食館 Taitung Cate Legend Restaurant

C.綠野香踪植物精油專賣店 Greenfield Nature Aroma Essential Oils Store

D.青山休閒農場 Ching Shan Leisure Farm

E. 櫻谷服飾坊 Ying Gu Clothes Store

F. 陶甕的故鄉-拉灣工作坊 The Homeland of Pottery-La Wan Studio

G.羅沙原住民工作室 Luo Sha Aboriginal Studio

H.歷坵原藝工作坊 Li Chiu Aboriginal Arts Studio

I. 遠山功夫浴場 Yuan Shan Kungfu Spa

J. 富之山溫泉民宿 Fu Chih Shan Hot Spring and Homestay

　　 旅遊地點 Scenic Spots

1.三和海濱公園 Beach Front Park, Sanhe

2.原住民發祥地 Birthplace of Indigenous Peoples

3.千禧曙光紀念園區 The Millennium Memorial Park

4.金針山休閒農業區 Daylily Mountain Leisure Farm

5.金崙觀光溫泉 Jinlun Hot Spring

在中央山脈的山腳，有處被森林圍繞著的桃花源，它蘊藏著太麻里豐富的人文熱情及珍貴

資源，這裡是來過一趟後便不會忘記的怡人仙境－富之山溫泉民宿。為了讓客人能享受到

賓至如歸的溫馨感，老闆夫婦總是在細心地注意所有細節，只要走到面山而築的「室外客

廳」，總會有人在那兒泡茶嗑瓜、聊天南話地北，而用餐時間還沒到，便可見廚房有人

忙進忙出，看似平凡的家常菜，每一道吃來卻是口口美味、口口新鮮，讓人不禁讓人多添

了好幾碗白飯，民宿主人總是笑著說：「來這裡就是要放心玩，大口吃。」，而吃飽喝足

後可別忘了老闆為大家特別準備的 S PA溫泉泡湯，純天然的「碳酸氣泡溫泉」不僅能養顏

美容，更能消除疲勞。閒暇時不妨走一趟富之山，相信能為忙碌的您增添不少綠色能量。

Nestled in the foothills of the Central Mountains is an unforgettable wonderland surrounded by

the forest, reflecting the rich culture and valuable resources of Taimali; it is Fu Chih Shan Hot

Spring and Homestay. The owners of the guesthouse, a married couple, are particularly attentive to

their customers’ needs so they will feel right at home there. You can always find people drinking

tea and chatting in the outdoor living room that faces the mountains. And long before dinner time,

the staff is already busy preparing for the savory food, which is home-style but delicious, fresh and

appetitive. The owners always smile and say, “Have fun and enjoy the food when you are here.”

After dinner, do not forget the spa treatment offered by the owners. The carbonated hot spring

water is good for the skin and can relieve fatigue. Come to visit Fu Chih Shan and you will be

refreshed in no time.

當夢想揚帆起航

20

富之山溫泉民宿Fu Chih Shan Hot Spring and Homestay

◆　聯絡人：何小萍

◆　店　址：太麻里鄉金崙村206號

◆　電　話：089－771679

◆　Contact：Hsiao-Ping He

◆　Address：No. 206, Jinlun Village, Taimali

Township

◆　Tel：089－771679

在民國 9 7 年參加輔導

前，我們夫妻倆對民宿

的經營總覺得還有點懵

懵懂懂的，對於如何行

銷自我特色也沒有特別

的想法，然而在經過中衛發展中心及經濟部

中小企業處輔導之下，我們擁有了自己的簡

介可以向外發聲，同時輔導單位亦針對空間

規劃提供建議，讓我們對自己未來的事業有

了更清楚的藍圖架構，將來如果還有機會，

希望彼此還能做更深入的接觸。

Before receiving guidance from the SMEA

and the CSD Center in 2008, my wife and

I were not very clear about how to run a

guesthouse or market ourselves. However,

af ter consult ing with them, we got our

own platform to introduce ourselves. They

also gave us advice on space planning so

that we could have a clearer blueprint for

our business . I hope we wi l l be able to

cooperate with them again in the future.

│經營者的話│Testimonials from the Owner

從小在學校看著學姐編織的羅英惠女士，在耳濡目染中便對部落工藝產生莫大的興趣，於是年紀

尚幼的她在心中立下宏願，希望未來能編織出屬於自己的一條路。由於當時家境並不寬裕，英惠

姐並無法購買布料盡情編織，但勤儉的她並沒有因此放棄，反而更積極地撿拾學姐用剩的布塊練

習，直到國小畢業後，她便到成衣工廠精進技藝，希望有朝一日能開一間自己的工作室。十五年

來的努力，終於讓英惠姐創立了工作坊，並漸漸在自己的家鄉做出了口埤，並多次至台北參展。

現在的她帶領著部落裡的婆婆媽媽一針一線的縫製出深具原住民風格的衣飾及配件，同時亦加入

時下流行的元素，為作品注入新的生命力。英惠姐的「唯衣」夢想正展翅高飛著，她相信只要堅

持，部落最美的傳統必能永久流傳下去。

At an early age, Ms. Ying-Hui Lo liked to watch her senior fellow students weaving and

b ecame extremely interested in tribal crafts; as a result, she was determined to

become a professional weaver when she grew up. Although her family could not

financially support her in the purchasing of fabrics, she did not give up her dream.

Instead, she made the best with what she had by practicing weaving with rags

left by senior fellow students. After she graduated from elementary school,

she worked at a textile mill to pursue better skills, hoping to open her

own studio some day. After fifteen years of effort, her dream finally came

true. She has made her studio well-known in her hometown and exhibited

her works in Taipei several times. Now she teaches women in her village

how to sew aboriginal style clothes and accessories combined with current

fashion. As she is thriving in her career, Ms. Lo believes that if they persist in

preserving and promoting them, the best parts of their tribal traditions will

be passed on.

當夢想揚帆起航

22

歷坵原藝工作坊Li Chiu Aboriginal Arts Studio

◆　聯絡人：羅英惠

◆　店　址：太麻里鄉金崙14鄰10－6號

◆　電　話：089－771277

◆　Contact：Ying-Hui Lo

◆　Address：No. 10－6, Neighborhood 14,

Jinlun Village, Taimali Township

◆　Tel：089－771277

十多年來，靠著自己和族人的單打

獨鬥，歷坵慢慢做出了自己的口

碑，然而在參與經濟部中小企業處

及中衛發展中心的輔導之後，我才

發現：原來好東西是可以更快被發

現的。輔導期間工作坊不但有了簡介，也有了屬於自己

的包裝禮盒，當看到工作坊的作品以更精緻的包裝呈現

給消費者時，我的內心除了感謝外還有著無限的感動。

然而三年的輔導時間真的是一眨眼就過去，雖然心中有

著些許的不捨，但工作坊會在現有的成果上繼續努力、

往前邁進。

Over the last decade, my folks and I worked very hard

by ourselves and slowly established a good reputation

for our studio. I did not realize that good things could

spread so fast until I received guidance from the SMEA

and the CSD Center. During the guidance period, they

made an introduction for us and we also received our

very own specially-designed packages. When I saw our

work presented in delicate packages to our customers,

I felt grateful and touched. Although the three years

of guidance passed fast, we will continue to strive for

even greater achievements.

歷坵原藝工作坊Li Chiu Aboriginal Arts Studio

│經營者的話│Testimonials from the Owner

身為頭目的胡昭青會長從小在外公的影響下，便對部落的

傳統工藝產生了濃厚的興趣，為了讓更多人認識排灣之

美，胡會長在太麻里開設了這家深具原住民特色的商店，

並以丈夫羅爸爸的原住民名字命名，將店名稱為「櫻谷

坊」。由於同性質的工作坊愈來愈多，為了打造自我特

色，羅爸爸從警界退休後便積極投入店務，負責企劃行政；而女兒則投入商品開發，將傳統服飾

改良成日常服飾，將其與生活做密切的結合；一方面胡會長則努力向外行銷排灣特色並開班授

課。店內的販賣品以服飾和雕刻為主，一件件注重質感及創造力的作品早已超越了商品的範疇，

象徵著族人精神的藝術成就，將會在櫻谷服飾坊的努力下一步步的紮實往前推進。

As a tribal leader, Ms. Shao-Ching Hu has been very interested in traditional

crafts since an early age, under the in fluence of her grandfather. In order

to let more people appreciate the beauty of the Paiwan tribe, she opened a

store of aboriginal specialties in Taimali and named it after her husband, Ying

Gu , who, since his retirement from police service, has been involved in

planning, and administering the store to make it more competitive in

the industry. Ms. Hu’s daughter, on the other hand, is responsible for

product development, turning traditional costumes into daily clothing,

and Ms. Hu engages in the marketing and teaching of the Paiwan

culture and ar ts . The store mainly sel ls clothes, accessories and

carvings of high quality and creativity, which symbolize the artistic

achievement of the tribe. Ms. Hu has confidence that the spirit of

her tribe will be continued thanks to the efforts of Ying

Gu Clothes Store.

當夢想揚帆起航

24

櫻谷服飾坊 Ying Gu Clothes Store

◆　聯絡人：胡昭青

◆　店　址：太麻里鄉太麻里街78號

◆　電　話：089－782873

◆　Contact：Shao-Ching Hu

◆　Address：No. 78, Taimali St., Taimali Township

◆　Tel：089－782873

在太麻里街頭默默努力的我們，

在接受輔導後，我發現櫻谷坊漸

漸的改變了，變得更為人所知，

也變得更生氣蓬勃。在近三年的

輔導期間內，櫻谷坊有了新的行

銷通路，而透過網站的曝光，在台灣各角落的民眾也可

以更快速認識我們，我十分珍惜這個與輔導單位相知相

惜的機會，並期望未來還有更多合作的空間。

I found that Ying Gu Clothes Store has gradual ly

changed since we received guidance: it has become

more vibrant and popular. During these three years,

we not only established new distr ibution channels

b u t a l s o g a i n e d e x p o s u r e t h r o u g h t h e I n t e r n e t

s o t hat p e opl e arou nd Taiw an c ou l d l e ar n ab out

u s f a s t e r. We g r e a t l y v a l u e t h e o p p o r t u n i t y f o r

obtaining the guidance and hope to work with them

again in the future.

│經營者的話│Testimonials from the Owner

當夢想揚帆起航

26

陶甕的故鄉─拉灣工作坊 The Homeland of Pottery—La Wan Studio

◆　聯絡人：麥承山

◆　店　址：金峰鄉正興村8鄰101號

◆　電　話：089－781563

◆　Contact：Cheng-Shan Mai

◆　Address：No. 101, Neighborhood 8, Jhengsing

Village, Jinfong Township

◆　Tel：089－781563

來自屏東縣霧台鄉阿禮部落的麥承山老師，畢業於屏東師專後被分發至台東縣服務。民國84年在

陶藝大師李永明的指導下一頭栽進陶甕的世界後，便希望透過自己的手能將排灣及魯凱的陶甕文

化發揚光大。自從民國92年退休後，麥老師便專心捏陶，由於他認為「圖騰，必須要和生活融合

在一起」，因此創作物除了甕之外，還發展出陶珠、碗盤、壁飾、磁磚等作品，近年來更將其與

教會、洛神花及金針花結合，燒製出的藝術品可謂是別出心裁、不同以往。麥老師認為創作物有

文化傳承的作用，因此為讓傳統文化與精神能正確的傳遞下去，創作前，他總是博覽文獻，希望

能透由作品為部落文化保留全貌。對老師而言，每一樣作品皆象徵著對祖先的尊敬，因此他從來

沒有將商品及量產當作工作坊的目標，而只是單純的希望：藉由陶甕的製作，教導族人一起來傳

承獨一無二的原住民文化。

Mr. Cheng-Shan Mai of Ali Tribal Village, Wutai To wnship, Pingtung County taught in Taitung

County after he graduated from Pingtung Normal College. In 1995, he learned pottery from Master

Yong-Ming Li, hoping that he could promote the pottery art of the Paiwan and

Lukai tribes. Mr. Mai has dedicated his life to pottery since his retirement

in 2003. In his opinion, “totems must be combined with life” ; therefore,

he also makes clay beads, dishes, wall ornaments and tiles in addition

to clay pots. Over the last few years, he has integrated churches,

Rosel le f lowers and day l i ly into his works , creat ing a new,

distinctive reaction. Mr. Mai believes that culture can be passed

on through creations. Therefore, he always reads related

documents first before he works on a project, hoping that

through his works the traditional culture and spirit of the

tribes can be preserved and flourish. To him, each artwork

represents his respect for his ancestors; therefore, he never

tried to commercialize his works or reproduce them on a mass

我最初的想法其實很單純，

就只是想和更多人分享陶甕

之美，並讓文化薪傳不滅，

只是憑著個人的力量，一件

事 要 做 好 久 好 久 才 會 有 成

果，但在相關單位的輔導下，我與外界有了更多的

接觸，透過大大小小的展覽，排灣和魯凱的傳統正

慢慢的發光發亮，一件件的無價之寶就這樣，與更

多人進行著既美麗又樸實的對話。

My original idea was actually quite simple: I just

wanted to share the beauty of pottery with more

people and pass on the cultural heritage. But it

would take a long time for a person to achieve this

all by himself. Under the guidance of government

agencies , I s tar ted to have more contact with

other people and the traditions of the Paiwan and

Rukai tribes were able to gradually thrive through

numerous exhibitions. Thanks to the guidance I

received, now each piece of the invaluable work

represents a beautiful and simple ‘dialogue’ with

more people.

│經營者的話│Testimonials from the Ownerscale. He only hopes that he can

inspire h is p eople t hroug h

p o t t e r y t o p a s s o n t h e

u n i q u e i n d i g e n o u s

culture.

當夢想揚帆起航

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在太麻里的外環道旁，佇立著一間充滿原民風的建築，這是羅沙夫婦傳承文化的夢想王國。從父

母親手中接下部落工藝的棒子後，二十多年來羅大哥和妻子一同經營工作室，希望漸漸流失的

魯凱文化能一點一點的被拼湊起來。除了一般工作室常見到的傳統刺繡、編織、石雕及木雕外，

最具特色的便是迷你原住民模型建築了，當大大小小的房子在羅大哥手中成型，他臉上滿足的笑

容可說是比太陽還要耀眼，他常說：「小時候住石板屋的印象，一直到現在仍深深的烙印在我腦

中，雖然長大後已經沒有住過，但我希望至少還能將原住民的傳統住屋流傳下去。」把文化的概

念帶入部落中是羅大哥畢生努力的方向，或許會被人笑痴笑傻，但夫妻倆相信：只要開始，一切

就都不嫌晚。

Beside the Wai Huan road in Taimali, there is an aboriginal style building, Mr. and Mrs. Luo’s

kingdo m of Rukai culture. Taking over the job of passing on tribal crafts from his parents 20 years

ago, Mr. Luo runs a studio with his wife; their hope is to gradually reconstruct the lost Lukai

culture. In addition to commonly-seen traditional embroidery, woven fabrics as well as stone

and wood carvings, you can also find special aboriginal house models of all sizes. Every time

that Mr. Luo finishes a model, he has a bright smile of

satisfaction on his face. He often says, “I still clearly

remember the slab house I l ived in when I was

little. Although I never lived in a slab house

after I grew up, I hope at least to pass on the

ideas of traditional aboriginal houses.”

Mr. Luo has dedicated his l i fe to

br ing ing cu ltura l concepts back

into the tribe. Perhaps some people

think they are silly, but Mr. and Mrs.

Luo believe that it is never too late to start.

羅沙原住民工作室 Luo Sha Aboriginal Studio

◆　聯絡人：羅忠早

◆　店　址：太麻里鄉外環道21號

◆　電　話：089－780792

◆　Contact：Chung-Tsao Lo

◆　Address：No. 21, Wai Huan Road, Taimali

Township

◆　Tel：089－780792

一棟棟的迷你模型屋，代表著

一個個夢想的實現完成，做著

與現有市場與眾不同的東西，

總讓我得到莫大的成就感，然

而在看到工作坊的心血被仿造

盜用時，總不免會亂了自己的步伐。但在輔導單位接

觸後，透過課程我學到了更多的經營理念，並有了不

同面向的想法，一路走來感

謝中衛用各種方法行銷羅

沙，在接下來的日子裡，

我深信這些成果將有

助於我們飛得更高更

遠。

Each mini model house represents a dream achieved;

creating distinctive artwork always gives me a great

sense of accomplishment. But when I found out my

creations were counterfeited, I didn’t know exactly

how to handle it . After the government agencies

stepped in, I learned more about business from their

courses and started to see things from a different

perspective. I would like to thank the CSD Center

for marketing Luo Sha Aboriginal Studio in various

ways. I am confident that these achievements will

help us accomplish even more in the future.

│經營者的話│Testimonials from the Owner

部落工房的主人始終相信台東的特色在於

原住民，因此雖然他並非原住民，但從

小就在部落長大的他，卻對原鄉

文化有著濃厚的情感。憑著

這股熱情，賴大哥在2007年

成立了這間屬於原住民的

店，並與2 0幾個工作室

合作，希望集各部落工

藝於一身的部落工房，

能完整的展現原藝之

美。店內除了陳設原住

民的工藝品外，二樓還

有代表台東精神的紅葉

少棒、美味釋迦、邯鄲爺等

裝置藝術，並運用「旅人小舖」

的想法，希望旅客能在這裡寫下旅遊雜記、相互交

流。本著在地化及創新的品牌精神，賴大哥用行動

實踐生活美學的概念，他深切希望傳統能夠不甘於

傳統，而能走進日常、貼近你我，以民族風為導

向，以實用性為考量，為顧客提供個別化的精緻服

務，將是部落工房永遠不變的堅持。

Ku an - Yu L ai , t he ow ne r of For mo s a Tr ib e

Handicrafts House, has always believed that

what makes Taitung special is the aboriginal

c u l tu re . A l t h ou g h h e i s n ot an a b or i g i n e ,

he grew up in a t r iba l v i l lage and has been

p a s s i o n a t e a b o u t t h e i r c u l t u r e . M r. L a i

opened this store in 2007 and partners with

some 20 studios from different tribes to fully

demonst rate t he b e auty of ab or ig ina l ar t s .

Besides handicrafts, on the second floor he also

displays instal lat ion art pieces of the Maple

L eaf B aseba l l Team, del ic ious sugar apples

and Hantan (the God of Wealth), all of which

represent the spirit of Taitung. Additionally, he

also offers a platform for tourists to share travel

journals or exchange information with each

other. In light of localization and innovation,

Mr. Lai realizes aesthetics in everyday life and

hopes that tradit ions can be integrated into

our l ives. Moreover, he insists on providing

customized services and practical aboriginal

handicrafts.

當夢想揚帆起航

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部落工房 Formosa Tribe Handicrafts House

◆　聯絡人：賴冠諭

◆　店　址：卑南鄉溫泉村龍泉路34號

◆　電　話：089－510557

◆　Contact：Kuan-Yu Lai

◆　Address：No. 34, Longcyuan Rd., Wuncyuan

Village, Beinan Township

◆　Tel：089－510557

對於經濟部中小企業處及中衛

發展中心的輔導，我一直抱著

「師父領進門，修行在個人」

的心情，虛心學習他們為經營

者安排的所有課程：其中包

括參訪、教育訓練、專業諮詢

等等，過程中我和不同領域的人員相遇接觸，也因

此激盪出我許多不同的經營想法。雖然部落工房在

八八水災期間遭逢遽變，但這份對部落的用心並沒

有因此被流走，反倒使我愈挫愈勇，而這份風雨信

心的執著也將繼續帶領我往前邁進。

About the guidance from the SMEA and the CSD

Center, I have always seen it this way: “The teacher

points the way; it is the student who must travel

the road.” So I modest ly part icipated in ever y

cours e the y arranged for us , including v is i t s ,

training, education and consultations, whereby I

met people from different fields and they inspired

me with var ious business ideas . Although the

studio was devastated by Typhoon Morakot this

year, their effort toward the tribe was not washed

away by the storm. Instead, it helped me pick

myself up and move on with confidence.

│經營者的話│Testimonials from the Owner

出自於對土地的熱愛，原本居住在外地的

鍾班長在因緣際會下，回到了他最摯愛的

土地，開始了與大自然的親密對話。出於對

植物芳香的堅持，鍾家兄弟與鍾媽媽從植物

的土壤改良、栽種採收，一直到提煉精油、

製造手工香皂，全都自己一手包辦，雖然辛

苦，但卻是無比的踏實自在，這份努力也讓

他們在9 7年榮獲「第八屆國家品質保證金像

獎」的肯定。不添加任何人工香精、用太麻

里一花一草所製成的精油產品，使用起來總

是讓人感到溫和舒暢、愛不釋手，除了常見

的商品外，鍾班長亦致力研發市面上不曾出

現的新產品，希望能與更多人分享植物精油

的珍貴之處。別以為手工香皂只有國外才有

喔～最天然的植物精油專賣店，正敞開大門

等您發掘它的魅力。

Out of his love for earth, Mr. Chung came back to

Taimali to start an intimate conversation with nature.

He conducts a handmade soap and essential oi ls

business with his mother and brothers, who insist

on being engaged in every step of the production

process, from soil improvement, planting, harvesting

to extract ing essent ia l oi ls and producing soap.

Although it i s a labor ious business , their ef for t

is worthwhi le ; they were rewarded with the 8th

National Quality Guarantee Golden Award in 2008.

No artif icial fragrance is added; the essential oils

made of the herbs grown in Taimali are gentle and

soothing. Additionally, Mr. Chung develops products

that are new to the market so that he can share the

value of essential oils with more people. Now you

don’t need to go abroad to buy handmade soap.

This natural essential oils store is waiting for you to

discover its charms.

當夢想揚帆起航

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綠野香踪植物精油專賣店Greenfield Nature Aroma Essential Oils Store

◆　聯絡人：鍾梁秀

◆　店　址：太麻里鄉華源村南北坑56 號

◆　電　話：089－781483

◆　Contact：Liang-Hsiu Chung

◆　Address：No. 56, Nanbeikeng, Huayuan Village,

Taimali Township

◆　Tel：089－781483

綠野香踪植物精油專賣店Greenfield Nature Aroma Essential Oils Store

一直很想把台灣本土

精 油 的 美 好 推 廣 出

去，但總是不得其門

而入，然而三年前在

與中衛發展中心及經

濟部中小企業處接觸

後，才知道原來我們可以更好：從精油外罐的改

良美化、故事化文宣的製作、一系列展售活動的

推行，直到98年在相關單位的輔導下獲得OTOP

創新佳作獎，一連串的輔導措施讓我們走得愈來

愈有信心，也使我們相信只要努力，綠野香踪的

芬芳必會往外飄香。

I had always wanted to make Taiwan’s local

e s s e n t i a l o i l s k n o w n t o m o r e p e o p l e b u t

d idn’ t know how unt i l we were adv is ed by

the SMEA and the CSD Center. Over the last

t h re e ye ars , we ma d e hu ge i mprove me nt s :

f rom t he b e aut i f i c at ion of t he b ott l e s , t he

story-like promotional materials, to a series of

sale exhibitions, and finally in 2009 we were

awarded the OTOP Innovation Prize. With all

the guidance provided, we have become more

and more confident. We believe that as long as

we work hard, appreciation of the fragrance of

Greenfield Nature Aroma Essential Oils Store

will spread to an ever wider market.

│經營者的話│Testimonials from the Owner

位於金針山海拔800公尺處的青山休閒農場，前身是金針乾燥工場，改建後的建築物仍保有著40

年前的木造結構，令人一踏入便能感受到陣陣古樸香撲鼻而來，此外在原有的機房亦保存當年使

用過的農機用具，以便遊客對金針產業能有更深入的了解。農場主人蔡爸爸相信唯有與自然和平

共處，這一大片的金針山才能永保美麗，因此農場裡除了種滿與四季相應的花卉外，還有品質優

良的樹木，以期達到水土保持的功效。每當花季一到，不論是夏秋交會的金針花季，亦或是春暖

花開的百合季、初春乍到的櫻花季，蔡老闆總是用一顆最真誠的心接待所有遊客，在四到七月的

夜晚還可以踩著愉快的步伐，在晴朗的星空下跟著螢火蟲一起去冒險，準備好來一趟精采的生態

之旅了嗎？滿山的風情就等你自行來體會囉～

Located at an altitude of 800 meters in the Daylily Mountain, Ching Shan Leisure Farm was originally a

daylily drying mill. The reconstructed building still retains its 40-year-old wooden structure which exudes

an old, aromatic smell. In addition, the farming machines and tools are preserved in the previous mechanical

room, allowing tourists to further understand the daylily industry. Mr. Tsai, the owner of the farm, believes

that only when we learn to live in peace with nature can the Daylily Mountain remain beautiful. Therefore, he

grows a variety of seasonal flowers and trees of high quality to conserve soil and water. No matter whether it

is the daylily season between summer and fall, or the lily and cherry blossom season in spring, he always treat

visitors with the utmost sincerity. Moreover, you can also go on an adventure to witness the fireflies in the

evening between April and July. Are you ready for a great eco-friendly trip? The beautiful Daylily Mountain

is waiting for you.

當夢想揚帆起航

34

青山休閒農場Ching Shan Leisure Farm

◆　聯絡人：蔡青山

◆　店　址：太麻里鄉大王村佳崙42號

◆　電　話：089－781677

◆　Contact：Ching-han Tsai

◆　Address：No. 42, Jialun, Dawang Village,

Taimali Township

◆　Tel：089－781677

農場開設以來，我們按照著自己的步伐默默耕

耘，用著低調的方式經營，一路走來並不貪心的

要求一次到位，不過在面臨轉型時，農場需要有

更大的力量帶領我們前進，此時輔導單位便發揮

了重要的功能：輔導過程中，不但整體的行銷策

略在我們的腦中逐漸成型；另一方面透過不同課程的刺激，亦使我們對

未來有了更多的想法，也有了更多的信心。

We had been running the farm at our own pace with a lower profile

s ince it was opened. Although we did not expect rapid success,

we needed greater st rength to lead us when the farm faced its

transformation. Therefore, the guidance played an important role

at the time; not only did it help us formulate the whole marketing

strategy but also inspired us through various courses. Now we have

more ideas and greater confidence toward our future.

│經營者的話│Testimonials from the Owner

當夢想揚帆起航

36

位於台東知本地區台九線395.5公里處的後山傳

奇，是來自苗栗客家庄的張媽媽所開創的店，

張媽媽常說：「雖然店裡的規模還不大，但我

相信只要認真的做好每件事，美麗的花朵終會

微笑綻放。」十多年來的努力，讓後山傳奇成

了台東最具特色的餐廳之一，不論是古早口感

的「後山傳奇煲」、亦或嚴選在地食材所製作

出的「釋迦鮮蝦捲」及「黃袍珍珠雞」，每一

道都是令人吃了還想再三回味的招牌好菜，用

著比一般人還要多的用心，後山傳奇正一頁一

頁的寫著屬於自己的傳說。

Taitung Cate Legend Restaurant, located at the

395.5km point of the Provincial Highway 9 in

後山傳奇美食館Taitung Cate Legend Restaurant

◆　聯絡人：劉玉嬌

◆　店　址：太麻里鄉三和村漁場路133號

◆　電　話：089－512781、089－510563

◆　Contact：Yu-Chiao Liu

◆　Address：No. 133, Yuchang Rd., Sanhe Village,

Taimali Township

◆　Tel：089－512781、089－510563

Jhihben, Taitung, is owned by Mrs. Chang from

a Hak ka v i l l age in Miaol i . Mrs . Chang said ,

“Although the restaurant is not very big, I believe

beautiful flowers will eventually bloom as long as

we do our best at our jobs.” Over the last decade,

Taitung Cate Legend Restaurant has become one

of the most special restaurants in Taitung, offering

del ic ious cuis ine with loca l ingredients , such

as: tradit ional ly-f lavored “Legend Hot Pot,”

“Spring Roll with Shrimp and Sugar Apple” and

“Pearl Chicken.” The restaurant, which offers

more care to customers than its counterparts do,

is writing its own legend, one page after another.

在我們面臨經營型態的轉捩點

時，輔導單位的適時出現，對

後山傳奇可說是宛如一場即時

雨，解決了許多店內現有的問

題：大至空間規劃，小至餐盤

擺飾，他們都提出了專業建議；一方面透過觀摩交流

的參與，也讓我們更了解自己的經營盲點。「觀念的

改變重於一切」，在輔導過程中我們深深體認到這件

事，對於這位教導我們要如何釣魚的良師，我們心中

有著無限的感謝。

Just when the Restaurant faced a turning point

in operat ion, the government agencies gave us

professional advice like in-time rain ending the

drought. They helped us solve many problems: from

space planning to plate decorations. In addition,

we were able to find our blind spot through visiting

and exchanging information with other people.

During the process of guidance, we also realized

that “changing your mind is more important than

anything.” We deeply appreciate the government

agencies for teaching us how to “fish.”

│經營者的話│Testimonials from the Owner

當夢想揚帆起航

38

沒有華麗的外表，也沒有奢華高級的服務，卻有著最濃厚的人情味和最天然的金崙溫泉，

本著對後山這片土地的熱愛及信心，由三位原住民籍父子經營的溫泉浴場便坐落在這座雲

霧繚繞的山頭。為了紀念父親昔日的英勇事蹟，賴爸爸將浴場取名為「遠山功夫」，希望

時時刻刻提醒自己不忘先人精神，並將這份勇氣永久流傳下去。秉持著顧客至上、服務優

先的理念，賴家父子在環境營造方面下了許多的功夫，不論是周遭的花木造景，亦或是針

對不同消費族群所設置的泡池，處處皆可體會他們的用心，此外浴場最大的特色莫過於在

椰子樹下泡溫泉的雙重享受了。當山風徐拂，椰葉沙沙作響，令人身心愉快的泡湯之旅就

從此刻開始。

Yuan Shan Kungfu Spa does not have luxury facilities or high class delicacies, but it offers unrivaled hospitality

and the natural Jinlun hot spring. With their passion for, and confidence in, the land, the aboriginal father

and two sons run a hot spring bathhouse on the peak of the back mountain. Mr. Lai named the bathhouse

“Yuan Shan Kungfu” in order to commemorate his father’s bravery, and hopefully to remind himself of his

ancestors’ spirit and pass along a legacy of courage. With the principle of putting customer service first, the

Lais have put great effort into environmental construction, including greening and

hot tubs designed for different customer groups. But the most special part of

the bathhouse is the hot spring tubs under the coconut trees. You can feel

cool breezes gently caressing your face and listen to the rustling leaves

while you enjoy a relaxing hot spring.

遠山功夫浴場Yuan Shan Kungfu Spa

◆　聯絡人：賴威華

◆　店　址：太麻里鄉金崙村14鄰17號

◆　電　話：089－772122

◆　Contact：Wei-Hua Lai

◆　Address：No. 17, Neighborhood 14, Jinlun

Village, Taimali Township

◆　Tel：089－772122

對於一家甫開張的民宿而言，外力的適時幫助可說是一劑使人振奮的強心針，

藉由與經濟部中小企業處及中衛發展中心的接觸，我們不僅擁有了自己的導覽

簡介，就連民宿的意象設計，輔導單位也都幫我們設想到了，這一切的一切都

讓我們倍感窩心，而這股正面的能量也將成為遠山功夫未來最寶貴的立基。

To a newly-open guesthouse, timely assistance from the outside is a welcome

stimulant. The SMEA and the CSD Center helped us not only to establish

our own profile but also to design the image of the guesthouse. We really appreciate their support

and will turn the positive energy into a valuable foundation of Yuan Shan Kungfu Spa.

│經營者的話│Testimonials from the Owner

Counseling&Achievement Report of Characteristic Industry, Taimali Area, Taitung County

/台東縣太麻里地區特色產業輔導成果專刊/

Aboriginal

Art

/Flower

/SPA

發行單位

發行人

地址

電話

執行單位

總策劃

編輯顧問

編輯

地址

電話

網址

設計印製

採訪撰文

美術編輯

電話

英文翻譯

版次

　　　經濟部中小企業處（指導單位）

賴杉桂

台北市羅斯福路二段95號3樓

02-23680816、02-23686858

　　　財團法人中衛發展中心

谷家恆

林美雪、蘇文玲、陳俊良、盧立元

鄭啟前、張鴻斌、丁鈺紋、許譽司

台北市敦化北路8號7樓

02-27513468

www.moeasmea.gov.tw

敦阜形象策略有限公司

羅怡芬

吳偉樺

08-7334434

碧詠國際翻譯社

2009年11月出版1刷

Publish Office

Publisher

Address

Tel

Executive Office

Project Director

Editorial

Editor

Address

Tel

Website

Editorial Design

Composition

Art Editor

Tel

English Translatio

Edition

Smal l and Medium Enterpr ise Administrat ion, MOEA(Guiding Uni t )

Robert Lai ,Ph.D

3F., No. 95, Sec. 2, Roosevel t Rd., Taipei Ci ty

Corporate Synergy Development Center

Chia-Heng Ku

Mei-Hsue Lin,Wen-Ling Su,Jun-Liang Chen,Li-Yuan Lu

Qi-Xian Zheng,Hong-Bin Chang,Yu-Wen Ting,Yu-Szu Hsu

7F., No. 8, Dunhua N. Rd., Taipei Ci ty

Dun-Fu Image Strategies Inc.

Yi-Fen Lo

Wei-Hua Wu

Albion Proworks Translat ion Agency

November 2009, f i rs t edi t ion