摘要

北台灣臺三線桃竹苗區域的客家人多生活在丘陵的淺山地區，靠山吃山的環境制約和生態依賴，使得客家產業型態主要為山林經濟產業的林木、茶、樟腦、香茅、稻米和花卉蔬果、礦業等為大宗，產業價值鏈上也較傾向於生產製造的上游端，因而型塑出刻苦耐勞、勤儉自持、愛物惜物、敬天愛地、自然共生、知福、惜福、施福的族群性格與傳統記憶。然而這樣的傳統記憶已逐漸改變。本研究以五個具客家族群象徵的產業個案為對象，研究發現過去以山林經濟上游生產製造為主的勞動經營型態，在順應時代文創產業潮流和政策驅動下，已逐漸擴充延伸至下游的行銷活動，顛覆與翻轉了客家產業只能從事上游勞力密集生產而不擅於下游品牌行銷活動的產業經營文化與族群印象。除了經營型態變化外，傳統客家產業文化元素歷久而彌新，融入更多文化元素與象徵，豐富與延展了客家產業的廣度與深度，也使得客家產業內涵與面貌已與原來所界定的客家族群象徵性產業有所不同。產業型態的轉化也連帶改變與影響過去對於客家族群從事產業活動的某些特質，如保守重農抑商或是傾向公教穩定的產業文化性格，相反地看見的是積極的文化行銷與品牌打造的商業活動性格。這樣的變化特別明顯地呈現出世代差異，產業的第二代、第三代和第四代對於產業的經營隨時代改變而創新，已經有別於上一代的想法與心態，呈現世代的差異，也象徵著客家產業的變遷連帶地影響著客家文化的形成與未來發展。

Hakka ethnic people lives in the shallow mountain region of Taoyuan, Hsinchu and Miaoli county of Northern Taiwan. Due to environmental resources and geographic dependency, most of them make a living with agriculture and farming, engaged in industries such as wood carving and camphor logging, tea, lemongrass, fruit and flower plantation and mining. They are known as being sophisticated in the business of upstream activities of production and manufacturing. Under such an environment forms the personality and mentality of hardworking, diligent and self-sustaining; and ethnic image of respecting and coexisting with nature. However, these image is in transition driven by governmental policy of cultural and creative industries. Hakka businessmen are more and more advanced in downstream industries activities of marketing and branding that traditionally being regarded as weakness of their business. Transitions also has been happened in ingredients and elements of Hakka culture that incorporates inter-ethnic and diversified cultural components, which make Hakka cultural images become more and more active,creative and innovative. The obvious and featured change happens in Hakka businessmen’s generational difference which shows the younger generation ‘s openness, inclination to risk-taking and acceptance to new ideas and model that is thought as risky.

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