12

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1
2

1980 1990

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Abstract

In the cultural economy approach, the quality changes of Erlin Wine as an exploring
core, are represented by depth interviews and historical articles. We aim to explore
how the quality construct of Erlin Wine has been through a series of dynamic
transformations. During the process, the quality characteristics of Erlin Wine have
transformed from the measurable objective qualities emphasized by the Taiwan
Tobacco & Liquor Co.(TTL) to social and aesthetic subjective qualities inspired by
the differentiated consumers. The farmers of wine grape used to focus on maximizing
the grape production and enhancing the sweetness of grape. Nowadays, the local wine
business has extended various ways to define the wine quality development. The wine
qualities have attached to the interaction between producers and consumers and tours
with experiencing activities in the grape yard. The differentiated consumers have also
been distinguished. Instead of the consumers who prefer European wine flavor, the
new wine consumers, who prefer local fruit flavor, also appeared.

Keywords: Erlin, Wine, Cultural Economy, Quality Construct, Agro-food

TAO

2012

1970 1980

1990

TAO

101 11

53220 27439 25761

6967.38 75%
25061
47% 41%

TAO


()
(P )

(D. Aylward, 2008; L. Holden,

2004)

(D. Aylward,
2008)
D. Aylward(2008)
TAO

(Quality)

(Ilbery and Kneafsey,

2000 :Vastoia, 1997)

(Ilbery and
Kneafsey, 1999)

Ilbery Kneafsey(1999)(1)
(2)
(3)
(4)

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2012

v.s

TAO

42

(2000)

(2000)

58

(2004)

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68

(2000)

2750
2500
60 80

2500

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1
1996p60
10

(P
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()

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64

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(
2005p24)

12


0.1

(P )

13.9

14-14.9 15-15.9 16-16.9 17-17.9 18-18.9 19-19.9

20

10

5.9

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27.4

29.4

31.4

33.3

35.3

6.8

20.5

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31.5

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TAO

76

13

1995-10-08//06 /

85
(
2004)
90 3
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DIY

14

91

(2011)

TAO

15

(T )
(Authenticity)

TAO

16

(H )

P 40

TAO

86

DIY

17


DIY

DIY

(L )

()

TAO

DIY

18

DIY

(L )

TAO

1997 1996
(2011)

19

2009-03-24//B8 /

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(L )

20

(P )

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2223 19

21

WTO

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22

2012/07/08201209/06 50~60

2012/07/08

30

2012/07/08

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2012/07/08

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Sh

2012/09/06

60~70

2012/07/23

30~40

Hu

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23

2004

35-41

2005

19-52

2004

9-22
2000
2011

2000

36 251
266

20093 B8 3 24
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1995

06 10 8

Aylward, D., 2008, Towards a cultural economy paradigm for the Australian
wine industry. Prometheus, vol. 26(4): 373-385.
Holden, J., 2004, Capturing cultural value: How culture has become a tool of
government policy. DEMOS, London: 3-9.
24

Ilbery, B., M. Kneafsey, 2000, Producer constructions of quality in regional

speciality food production: a case study from south west England. Journal
of Rural Studies, 16: 217-230.
Ilbery, B., M. Kneafsey, 1999, Niche markets and regional speciality food
products in Europe: towards a research agenda. Environment and Planning
A, vol, 31: 2207-2222.
Vastoia, A., 1997, Perceived quality and certification: the case of organic fruit.
In:Schiefer, G. and Helbig, R.(Eds), Quality Management and Process
Improvement for Competitive Advantage in Agriculture and Food.

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