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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/71704


    Title: 客家傳統餅店經營策略之研究--以新竹縣北埔鄉四個案為例
    Authors: 黃善美;Huang,Shan-Mei
    Contributors: 客家語文暨社會科學學系
    Keywords: 北埔;墾拓;糕餅;SWOT策略分析;Beipu;reclamation;pastry;SOWT Analysis
    Date: 2016-08-29
    Issue Date: 2016-10-13 13:46:03 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 新竹縣北埔鄉是一個客家聚落,昔日為客籍與閩籍共同合作出資組成金廣福墾隘,因保存完整的傳統聚落型態及歷史文化古蹟,由於北埔地區擁有豐富的人文資源及生態資源,地方政府也展開社造活動,培育和凝聚社區意識,並提升北埔整體的發展。本研究探討北埔四家傳統客家糕餅業之經營發展歷程,研究發現糕餅產業在足夠的原料貨源供應,促使糕餅業開始蓬勃發展,機器的引進與連鎖經營型態之模式,糕餅產業由傳統模式邁向現代化發展,由於國民所得的提升,西式糕餅的引進,對於傳統的漢式糕餅業受到莫大的衝擊,在公部門的政策推展,以本土化、文化產業化、產業文化化、一鄉一特產政策推動下,振興地方產業,發展在地文化特色產業為主軸,讓一度萎靡不振的傳統糕餅產業重獲一線生機。本研究以SWOT策略分析探討餅鋪經營的內部優劣勢及外部環境所面臨的機會與威脅,尋得適當的因應策略和營運目標,發揮整體行銷競爭優勢朝向永續經營發展。

    關鍵字:北埔、墾拓、糕餅、SWOT策略分析
    ;ABSTRACT

    As a Hakkanese settlement, Beipu Township, Hsinchu County derived from the Jin-Guang-Fu reclamation organization jointly sponsored by the Hakkanese and the Minnanese. It is famous for its well-preserved traditional tribal pattern as well as historical and cultural heritages. Beipu is rich in cultural and ecological resources, and the local government has organized social reformations, cultivated community awareness, and accelerated the overall development of Beipu. This study explores the operation and historical development of 4 traditional Hakkanese pastry stores in Beipu. According to the research results, adequate supplies of raw materials can promote the vigorous development of the pastry industry; the introduction of machines and the mode of chain operation have contributed to the conversion of the pastry industry from a traditional mode to a modern one; the increase in the citizens’ income and the introduction of Western pastries have had considerable impacts on the traditional Chinese pastry industry; with such policies as “localization”, “cultural industrialization”, “industrial culturalization” and “one village with one specialty”, the governmental departments have tried to invigorate local industries and develop the industries with local cultural characteristics, so as to re-energize the downward traditional pastry industry. This study adopts the SWOT Analysis to analyze the internal strengths and weaknesses of the pastry stores and the opportunities and threats they face in the external environment and seeks appropriate responsive strategies and operation objectives, so that they will give play to the total strengths in the marketing competitions and move towards sustainable operation.

    Keywords: Beipu, reclamation, pastry, SOWT Analysis
    Appears in Collections:[客家語文研究所] 博碩士論文

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