以文創再創傳統產業之春天──以「百茶觀光工廠為例」

Recreate the Spring of Traditional Industries with Culture and Innovation methods -Take Baicha Tourist Factory as an example

近年來台灣傳統產業面臨上游擴張停滯，下游產品附加價值有待提升之困境下，台灣傳統產業如何進行產業升級、經濟轉型為重要課題，傳統產業原以生產為主，但隨著各國的外商貨品競爭越來越大，台灣的優勢漸漸不在，製造業廠商因而無法生存逐漸外移，以求降低成本尋找更加經營條件，留在國內之傳統製造業一部分轉型發展為觀光工廠，加上文創產業工廠轉型為具備生產製造又富含文化性、教育性、歷史性、知識性,結合觀光休閒、體驗、購物,又具新潮更富產業價值又兼具知性的觀光工廠。觀光工廠可以說是傳統產業的再創傳統產業的春天。本研究以苗栗縣頭屋鄉觀光工廠「百茶客家文化」為例，解析其轉型後服務現之顧客滿意度，在研究方法上採問卷調查170為樣本，另輔之以質性訪談業者，分別從觀光工廠的經營策略、體驗行銷百茶文化與在地的連結等解析，依研究結果提出建議再創傳統產業之榮景。

In recent years, Taiwan's traditional industries are facing upgrading problems, and the downstream of its Economic Value Added needs to be improved. The solutions towards Taiwan's traditional industries problem come by upgrading their business model. The competition between Taiwan and international industries has become more intensing. Some many companies want to cost reduction so they move there product line to Mainland China or southeast Asia. Part of the traditional manufacturing industry that remains in the country has been transformed into a tourist factory, plus a cultural and creative industry factory. Transformed into a tourist factory with manufacturing, culture, education, history, and knowledge, combining sightseeing, leisure, experience, and shopping, with a more trendy and more industrial value, as well as a knowledgeable tourist factory. Sightseeing factories can be said to be the spring of traditional industries. In this study, we take “Bacha Hakka Culture＂ in Toutu Township Tourism Factory in Miaoli County as an example to analyze the customer satisfaction of the service after the transformation, and take a questionnaire survey 170 as a sample, supplemented by a qualitative interview with the industry. Based on the analysis of the management strategy of the tourist factory, the experience of marketing and tea culture, and the local connection, the recommendations are made based on the research results to recreate the glory of the traditional industry.