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    Title: 地方傳統產業「創新經營」之研究
    Other Titles: Exploration of innovative operation of the Taiwanese industry
    Authors: 林莉娟;Lin, Li-chuan
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    曾義明;Tseng, Yi-ming
    Keywords: 地方傳統產業;產品創新;行銷通路;行銷活動;National Culture Industry;Quality Innovation;Marketing Channel;Marketing Activity
    Date: 2008
    Issue Date: 2010-01-11 01:37:30 (UTC+8)
    Abstract: 地方傳統產業是地方特色最佳的識別標誌,對於如何保存該文化或行業應更重視。創新有助於地方傳統產業抵禦外來的衝擊,同時也是保存它的最佳方式。本研究即是基於此一背景下,希望以提升地方傳統文化產業的創新力為目標,提出精進地方傳統文化產業經營發展的方向。
    本研究主要以存在30年以上的地方傳統文化創意產業業者為樣本,並依產業特性進一步分為工藝類、食品類、糕餅類三大類。本研究以創新理論架構出基本構面,主要採次級資料分析法對基本創新構面、周邊創新構面做歸納整理與量化圖表分析,目的在找出地方傳統產業創新的軌跡,在產品創新、行銷通路、行銷活動構面上,何者為這些老字號業者於創新與行銷上最普遍採用的手法,何者是尚待開發的手法,未被普遍採用的原因又是為何。
    結果發現不同產業的特性限制與消費者的品質標準認定相異,工藝類業者在產品創新上,致力於提升產品的附加價值;食品與糕餅類業者,則是致力於研發新產品與新口味。在行銷創新上,工藝類業者多缺乏創新的手法加以行銷,多仰賴媒體的採訪及政府的資源;食品與糕餅業者業績則有相當的比重來自網路購物,改變了地方特產侷限在地銷售的特性。然而在信用卡付款此項行銷通路構面上,僅1家食品類業者增設,可見此支付方式尚未被業者們廣泛使用,這可能是因為信用卡風險所致。
    The promotion of national industries is one of the most important Taiwan government policies in recent years, it not only contributes to improving national economic development but also contribute to developing cultural characteristics of Taiwan, but under the impact of industrial products, the national artifacts are now suffered from great threat. This research proposes that under this competition crisis, the best way is to develop the internationalization program of these industries and then can prevent them from declining. We propose a framework which implies three basic concepts for the innovation operation: quality innovation, marketing channel, and marketing activity. We collect a huge amount of secondary data and then present the analysis by statistical methods. Results show that respondents take different innovative action depending on the industry characteristic. At last, the conclusions offer some practical and theoretical suggestions for researchers.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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