《台灣社會研究季刊》 第63期:

一般論文

台灣後起者能藉自創品牌升級嗎?/瞿宛文(63民 95.9 頁 01-52)

台灣的後起者會逐步升級成為自創品牌、參與尖端競賽的國際先進廠商嗎?如何評估?瞿宛文與安士敦(2003)指出台灣上一次升級是藉由後起者代工成熟產品來介入高科技產業,本文則探討這些後起者進一步升級的途經將為何。本文發現除了少數早已顯示出自創品牌策略承諾的企業外,若外在條件不變,則從資源角度來探討台灣後起者的擴張策略選擇,有相當的解釋能力。即後起者累積的組織能力以規模生產及計畫執行能力為主,是其進一步發展的依據與限制因素,因此多數後起者的擴張策略選擇順序可能會是代工升級優先,跨業代工次之,自創品牌再次之,若其他條件不變則後起者並無必然進行自創品牌之理。其他會影響自創品牌的結構性因素包括國家政策、代工模式之成長空間及相關的產業特性。產業的研發與行銷強度越高,技術與規模差距越大,則後起者自創品牌面對的限制因素較大。但策略選擇也牽涉到管理者主觀意向,並非結構性因素所能完全決定。後起者既有管理人對自創品牌企圖心較為強烈之時,選擇自創品牌仍為可能。

至今,台灣少數自創品牌較為成功的案例,如巨大、宏碁等,多牽涉管理人自身一向來主觀的願景與選擇。近年來則多一些受代工模式成長空間限制所迫而開始自創品牌的企業,如華碩、明基等。此外,一般而言台灣大企業自創品牌者稀,既有國際品牌則多由非主要企業經營。南韓條件與台灣類似,但已成功培育出國際級品牌企業,其案例顯示除了企業強烈的企圖心之外,政府的長期性產業發展策略與制度安排扮演關鍵角色。

如果政策及其他結構性因素不變,台灣企業多仍會顯現代工模式的路徑依賴。但代工模式成長空間的限制日漸顯著,自創品牌必然是產業升級需考慮的途徑之一。鑑於自創品牌多非後起者策略首選,且南韓式的制度安排並不可能,因此在自創品牌可行性較高的產業與市場作選擇性支持,尤其是對早已選擇自創品牌的企業,應是較為適合的政策。

關鍵字:後起者、企業成長、OEM-ODM、自創品牌、代工、產業升級

Taiwan, one of the best performers among latecomers in the postwar period, has successfully industrialized, but is yet to close the technological gap with the West. This paper extends the second-mover theory in Amsden and Chu(2003)to discuss how the second-movers can continue to upgrade once the growth of subcontracting opportunities slowed in mature high-tech. Judging from the progress made so far, it is found that, except some firms which committed to the branding strategy early, Penrose’s resource-based approach to business strategy can explain most second movers’ behavior. Having accumulated capabilities in production and project execution, the second mover’s strategy of choice will be in upgrading subcontracting, cross-industry subcontracting, and then own-brand-manufacturing, and in that order. Some external conditions, including government policy, growth potential for subcontracting, and industry characteristics, may also influence the firm’s strategy choice.

Moreover, the structural factors are not entirely deterministic. When the managers are committed to the branding strategy due to their vision of the firm, they may still choose to do branding. The few success cases in South Korea, in terms of second movers closing the gap with the West, indicate that the state’s strong resolve and unwavering long-term support to the chaebol to build ones’ own brand were necessary to support the latecomers’ entry into the ruthless global competition at the frontier.

Keywords:second mover, the growth of the firm, OEM(Original equipment manufacture), ODM(Original design manufacture), OBM(Own brand


中國大陸地方土地產權體制的形構與演化:東筦地區案例/楊友仁、王鴻楷(63民 95.9 頁 53-93)

本文主要探討東莞地區以集體所有制為主體的地方土地產權體制之形成脈絡、支持其存在的制度安排以及可能導致其演變的動力,並提出理解中國大陸各地迥異之社會經濟制度的「制度空間」研究取向。本文觀察到在不同空間尺度中支持與順暢東莞地區集體土地產權體制運作的相關機制,並認為以集體所有制為主體的地方產權體制對當地農民的福利遠高於國有制的土地產權體制,然而中國大陸國家機器的作用觸角在快速工業化地區為了奪取農地變更的巨大潛在地租而透過各種方式不斷往農村社會延伸。最後本文提出「鎮壓村」的假說,來詮釋中國大陸快速農村工業化地區的國家—社會動態關係。

關鍵字:土地產權體制、地方發展、集體所有制、制度空間、制度變遷

The main purpose of this paper is 1) to explore the institutional arrangements, forces and local contexts that support the development as well as change of the collective ownership-based land property rights system in Dong-guan, Guang-dong province, and 2) to propose an “institutional space” approach to understanding the highly diverse local socio-economic systems in different regions of China. We identify the mechanisms that sustain and mitigate, at various spatial scales in the Dong-guan area, the functioning of the land property rights regime of collective ownership. We hence believe that the benefits generated for the peasants by a collectively owned system are far better than that by a state-owned system. Yet, in order to seize the enormous potential rent gap from change of land use, the tentacles of the state organ are, in different ways, tirelessly reaching into villages in rapidly industrializing areas. Finally, we suggest a “township wronging the villages” hypothesis for interpreting the dynamics of state/society relationship in areas where villages are being rapidly developed.

Keywords:land property rights regime, local development, collective ownership, institutional space, institutional transformation


學校評量系統、知識類別與社會階層繁衍:台灣中部一所國小個案研究/潘幸玫(63民 95.9 頁 95-142)

本文藉由台灣中部一所國小個案研究來探討小學教室裡階層分化的原則與階層文化,並立基在這樣的基石上,探究台灣社會階層繁衍的可能機制。學校評量系統指的是校園裡象徵性的文化環境,也是師生共享的行事脈絡,運行其中的邏輯分配了工農子女及公教子女的層級位置,並型塑了人群的認知結構,這樣的分化成為社會階層結構與勞力分化的根源。而階層結構繁衍的關鍵不在於工農子女認知學校知識的意義不同於主流的價值,而是在於自身家庭擁有的知識類型在屬性上異於學校的抽象知識,因而面臨學習的困境。此外,學校教師的教學實踐及學校年級制的設計以等級體系上層位置者為核心,展現排除他者的性格,而不在於打破文化資本分配的不平等。工農子女亦因認同了蘊含於學校評量系統中的分化邏輯,而未能挑戰到老師的階級意識及教學實踐。此三個面向成為階層繁衍關鍵之所在。於文末,我總結研究成果,與Wills的著作做比較,從而凸顯台灣小學教育在繁衍社會體系的意涵上所扮演的角色。

關鍵字:學校評量系統、知識、階級文化、階層文化、文化資本、階層繁衍

This article analyzes the principle of differentiation among students and aspects of stratification in one of classrooms of a school in central Taiwan in order to cast light on the mechanisms that reproduce the social stratum system in Taiwan. The school evaluation determines the symbolic cultural environments of a school and is the context of action for teachers and learners. The operating logic embodied in the school evaluation system effectively arranges children from blue-collar families and those from the middle class families to the corresponding social positions in the classroom,and shape the cognition of the teachers and learners. This differentiation becomes the sources of the division of the labor power in the greater society. The mechanism reproducing the social stratum is not that children from blue-collar families do not identify with the mainstream values,but rather that the type of knowledge possessed by blue-collar families is in contrast with the abstract knowledge of school,so that they have difficulties in learning official knowledge. In addition,the teaching practice of the teachers and the institution of the various age-grades mainly take into account learners in upper social positions and exclude those in lower social positions rather than breaking the unequal distribution in cultural capital. Children from blue-collar families are not able to challenge the teaching practice and the class consciousness of the teachers because they identify with the differentiating logic embodied in the school evaluation system. These three respects are the possible mechanisms of reproducing social stratification in Taiwan. In the final analysis,I compare the result of the study and the work of Willis,and then point out the specificity of the issue in Taiwan.

Keywords:school evaluation system, knowledge, class culture, culture of stratification


茶行裡的檳榔客:嚼食檳榔的社會脈絡初探/郭淑珍、丁志音(63民 95.9 頁 143-209)

嚼食檳榔與口腔癌的關係,近年來已成為公共衛生領域內重要的議題。本文探討嚼食檳榔行為是如何發生在人們日常生活中。研究者以某茶行嚼食檳榔的客人為主要研究對象,以深入訪談、觀察、與非正式訪問等方法,分析其在不同時間、不同場合時檳榔使用的情形。本研究發現,檳榔有時被當作社會中的溝通系統,藉由它與他人建立起某種型態的社會關係;檳榔的使用雖可當成社會互動的媒介,但是另一面也是社會價值的表達和社會位置的象徵,許多嚼食檳榔者對於「嚼食檳榔」或「檳榔」仍有許多「顧忌」,可見使用檳榔的社會場合,暗含著社會的區隔。過去台灣公共衛生有關檳榔的研究,主要是調查研究嚼食檳榔的盛行率與社會人口特質的關係,或者是有關嚼食檳榔的認知、態度與行為的相關性等。基本上這些觀點仍將嚼食檳榔的行為朝向「個人化」歸因,較忽略社會脈絡面向對嚼食檳榔的影響。本研究認為嚼食檳榔議題不只是一種「獨立」的「行為」,健康相關行為是實踐在個人日常生活的社會脈絡,社會結構的限制會影響健康相關行為的選擇,公共衛生對健康相關行為研究需有社會學觀點,如此形成的健康促進理論與政策才能更有用。

關鍵字:精神作用物質、嚼食檳榔、社會脈絡、健康相關行為

Recently, the relationship of areca quid chewing and oral cancer has become an important issue in public health. This paper concerns the behavior of areca quid chewing in people’s everyday lives. Data are collected from some areca quid chewing customers from a teashop. Via intensive interview, observation and informal interview, we study these areca quid chewers’ experiences and explore the different social context that the behavior is embedded. What have learned from the participants is that areca quid chewing is a social activity, the consumption of areca quid is a vehicle for social interaction, and that differential use serves to create social distinction and values. Most public health researches in Taiwan focus on the prevalence of areca quid chewing, the chewers’ demographic characteristics, or the relationship of knowledge, attitude and behavior towards areca quid. Those studies tend to view areca quid chewing as a function of individual risk behaviors and ignore its social context. Our study aims to provide public health professionals with a new perspective to investigate health-related behavior. We suggest areca quid chewing cannot be treated as an isolated “behavior”. Rather, it operates within the world of structured contexts determined by individual chewers’ social position. Individual health-related behavior choices are constrained within a broader social structure.The finding provides a sociological perspective in public health research, and holds implications for health promotion polices and theories.

Keywords:psychoactive substance, areca quid chewing, social context, health-related


問題與討論

歷史與身世之間:序鄭鴻生先生的《百年雜亂:兩岸斷裂歷史中的一些摸索》/趙剛(63民 95.9 頁209-217)

東亞批判刊物連帶 編按:關於形成東亞認識共同體的呼籲---記”東亞的連帶與雜誌的作用”國際學術會議/白永瑞(63民 95.9 頁219-225)

《創作與批評》-在韓國的「進步」與東亞合作/李南周(63民 95.9 頁 227-239)

《IMPACTION》-做為媒介的運動/冨山一郎(63民 95.9 頁 241-252)

《現代思想》作為”回歸自我的場所”的東亞/池上善彥(63民 95.9 頁 253-260)

關於《讀書》的一點說明/汪暉(63民 95.9 頁 261-265)

《民間》-和平、進步與相互連結的東亞公民社會/朱健剛(63民 95.9 頁 267-274)

Inter-Asia Cultural Studies: Movement的階段性報告/陳光興(63民 95.9頁 275-284)

《台灣社會研究季刊》與作為連帶的的東亞/陳宜中(63民 95.9頁 285-292)